10 THINGS: About Glossy Wine Mags
We Know About The Glossy Wine Magazines
The glossy wine magazines often come in for a lot of criticism by those in the wine industry and those who make wine an important part of their lives. Some is deserved, some is not.
1. They don’t give good reviews to wines just because they are advertisers
2. Advertising is dominated by the huge brands
3. Good reviews from the glossies sell wine
4. They are written and designed to appeal to a person’s desire to live a certain "lifestyle" (if you don’t believe this, just look at the ads and ask yourself, what do the advertisers think the magazines promote)
5. The content is morer closely read by the wine trade than the wine conusmer
6. It’s difficult to undertake an affective ad campaign using the the top five or six glossy wine magazines for less than $150,000
7. The editorial staffs of the top wine glossies have remained remarkably stable over the yearss.
8. The 100 point scale used by most of the big glossies are not responsible for the influence of ratings. (It’s the use of the ratings by retailers and marketing types that have created that influence)
9. Circulation for the glossies will continue to grow (no matter how many wine blogs pop up)
10. The one missing ingredient in the glossies that would really improve them is some more investigative journalism