The Power of Controversy

Nothing sells a magazine like controversy. Brad Pitt has apparently been photographed in white undies and put on the cover of Vanity Fair. He is suing. And Vanity Fair couldn’t be happier. Nothing like a juice law suit to sell more magazines.

We have ordered in more copies.

My NZ readers will know of Pavement – a very popular lifestyle and fashion mag from Auckland. It is also sold in Aus, but has less of a profile. This is old hat for you guys in NZ, it has already hit the news and died down.

The Spring edition of Pavement caused a lot of controversy. Entitled “Lost Youth” it features fascinating snippet insights into the lives of today’s teens. And yet, people will probably remember this edition for the flashes of breasts belonging to girls who look as if they are underage.

I am told that the Pavement team might get a fine. They are known for pushing the boundaries and this part of what gives Pavement its positioning.

If the powers that be wanted to draw attention to Pavement and guarantee that every pervert in a trench coat buys this issue, then they have done a great job. The fact that I am blogging about this is a case in point.

There is a controversial debate underlying all this, and I am not going to get into it here. But you have got to hand it to Barney and the guys at Pavement. They know how to sell magazines.

Shame that I read in the NZ papers over the weekend that the magazine is about to fold due to lack of advertising support. After 13 years, I wonder if this is just another controversy in the offing…