In their own words, consumer magazine editors such as Felicia Milewicz, beauty director of Condé Nast’s Glamour, consider their publications “beauty Bibles,” in that the product reviews and trend reports printed therein help shape consumer buying habits around the world. Although the phrase may seem excessive, with expanded online content and global readership, such beauty magazines have become an integral factor in reaching brands’ customers. So knowing how these editors think—and how brands can increase their chances of appearing on magazine pages—may very well steer a business toward profit or pitfall.
According to Milewicz, this success is based on consumer trust in a brand, product or publication. “The marketer, similar to those in the publishing world, should always be honest,” she says. “Once that trust is broken, it’s finished. The reader/consumer will not forgive you if you slip up, so you’d better deliver.”