That is your average Harper’s Bazaar reader. Now, think of the woman who is racy, she chooses pumps over flats, and she is between the ages of 25 to 34 years old – she is most likely an avid Vogue reader. Although these target readers seem to be on opposite ends of the spectrum, both of the magazines that they read are strikingly similar, with minor differences.
Harper’s Bazaar’s mission statement states that they are “a visual muse and an unrivaled source of ownable style. ” The tone of Harper’s Bazaar caters to an average reader who may not be well versed with fashion terms. While flipping through the pages of Harper’s Bazaar, you are most likely to find “chic at every price” editorials, jewelry and watch editorials, beauty features, relationship advice, and of course, ads. The ads in Harper’s Bazaar are prestigious fashion brands, retailers, beauty brands, fragrances, jewelry, and watches.
In my opinion, the ads featured in Harper’s Bazaar are more salient and exquisite than that of their editorials. Harper’s Bazaar contains many pages of beautifully styled and perfectly lighted ads, that seem as if they could be hung on the walls in a museum, but their editorials aren’t speaking in the right tone to match their advertisers. Next, there’s Vogue, one of the leading fashion magazines in the world. Vogue’s reputation is almost indestructible and it often referred to the bible of fashion. The tone of Vogue is catered to someone who knows what is happening within the fashion industry.
The reader is constantly searching for innovative ways to create outfits and they search each and every page for inspiration. Upon opening an issue of Vogue, you will find hundreds of ads. The ads featured in Vogue are edgy, just like in Harper’s Bazaar. I find that the ads in Vogue match more with the tone of their editorials and features. The color schemes and photos used in their editorials are often just as artistic as the ads in the magazine. The editorials and features found in Vogue are often fashion forward and innovative. They give insight into current trends and how to transfer them into your wardrobe.
At the end of the day, I believe that Harper’s Bazaar most successfully covers fashion. Harper’s Bazaar focuses on the mass market while still maintaining its image. Although Vogue’s spreads look immaculate, there is just not enough information within a single issue. Only 54% of Vogue’s pages are dedicated to fashion, whereas, Harper’s Bazaar dedicates 70% of its pages to fashion. I believe that at the end of the day more people purchase Vogue because of their history in pop culture and the media, whereas the customer who purchases Harper’s Bazaar is interested in the content of the magazine.