NY POST AD REVENUE SOARS....

Most stories you read lately about advertising revenues for Magazines, Television, and Newspapers have one thing in common - they are plummeting!   The economy has taken its toll on Madison avenue just like it has on consumer pocket books.   One notable exception who just a few years ago would have been a least likely suspect - the NY POST.  The  Post has seen its ad revenue and prestige factor sky rocket in the last six months.   Once a guilty pleasure tabloid that people would sneer at if you mentioned in public - The NY Post has risen to the top of the fashion advertising world.   One recent weekday, the paper had advertising pages in color running up to page 26!  That is a record.  

What started the trend of course was Page 6.   All credit belongs to Richard Johnson who made overheard gossip an art form.  Before there was Life & Style Magazine or TMZ on tv... there was Page 6.   Hollywood publicists caught on before advertisers and knew if they got their clients mentioned - it meant good things for a starlets career.

Always one step behind Hollywood, Madison Avenue retailers looking for new opportunities to showcase the designer duds have followed.  The store that anointed the Post as an acceptable vehicle?   BERGDORF GOODMAN.   That's right, not usually known for being ahead of the curve when it comes to trying new things - BG was the store that took a chance on the Post and ran a quarter page ad featuring a JIMMY CHOO handbag.    The store sold over a dozen of the 3k bag in two days... the deal was done.

BG now runs full page ads featuring everything from Chrome Hearts sunglasses to Judith Leiber Clutches - and the rest of the fashion world has followed.   Now you'll find everyone from Coach, Tiffany, Donna Karan,  Ferragamo & Bloomingdale's.  The move also makes good economic sense.   A page in the NY Post is a fraction of what the NY Times charges for their black and white ads.   Retailers made the realization - the same eyes are seeing the ads in the Post - for a third of the cost.  ( at least until now - prices are sure to jump!).

Now that the Post is rolling in the dough and readership has hit new record highs... lets hope they can permanently can Ivana Trump, just like they did Lydia Hearst from Page 6 Magazine on Sundays.  She definitely sucks the wind out of the cool factor in record speed.   Her recent blurb about her "new" discovery of Nikki Haskell's star caps made me laugh so hard I fell off my chair.   Star Caps have been around longer than the furniture in Ivana's Plaza decorated town house on the Upper East Side - YEARS!!

Sorry Daily News.. I guess you'll have to settle for 1-800 Mattress and Stanley Steamer ads again for 09!