“Vogue Italia” is cool — don’t get me wrong — but the recent news that the next winner of ”America’s Next Top Model” will appear on a VI cover is nothing more than a publicity stunt.
Here’s an interesting stat that should put things into perspective. “Seventeen” sells something like 2,300,000 copies per month. “Vogue Italia” sells about 145,000 issues per month. Even VI’s publicty-stunt-to-end-all-publicity-stunts, the “all-black” issue, only sold about 50,000 more copies than a regular issue of the magazine.
For the sake of comparison, Canada’s “FASHION Magazine” (where all my best friends work), boasts readership of 2,028,000 for 2009.
Now I know that VI has the credibility that Tyra and Co. are looking for to make ANTM “high fashion and edgy,” but why part ways with one of the best-selling magazines in America just to prove a point. In this past cycle of ANTM I was rooting for Jessica and Simone because I believe it’s important for Tyra to choose CoverGirl-type commercial models. This dream that she’s going to discover the next Raquel Zimmermann hasn’t panned out for the last fourteen cycles of the show. Why would it matter now?
Anyway, I don’t believe this is a step forward for ANTM. Maybe I’ll put this in a way that Tyra will understand: “Vogue Italia” is small potatoes . . .