Mostly Everything

m|PH is sizzling this April

magazine featuring Phoem Baranda with a swimsuit. There’s an ongoing discussion in the advertising and magazine industry (mostly in the latter) of how putting sexy women on the cover becomes an effective marketing tool to sell. This comes from the notion that the largest demographic of mag readers are male.

Apparently, this formula seems to work because some statistics show that putting women in the cover of magazines contribute to better sales. The formula goes:

Increase in women’s cleavage = Increase in sales

The general question therefore is does sex really sell?

Though it may be a sweeping generalization, there actually may be a direct relationship between putting a an outrightly sensual image of a woman on the front cover of a magazine. However, my boss did once say that if this were the case, then why are the top five magazines in the world not sexy mags? Though there may be some differences, here are the top five mags according to the Chicago Tribune:

2. Real Simple
3. The Economist
4. Cook’s Illustrated
5. Esquire (perhaps the “sexiest” you can get among the 5)

Other magazines that made it to the “top 5” survey include Wytch (a children’s mag), Reader’s Digest, TIME, and Men’s Health. Where is FHM? Where is Playboy?

But consider this point:

Outside creative director Hannah McCaughey says artistic inspiration rather than newsstand calculation is responsible for her magazine’s recent spate of scantily clad covers.

“We always meant to shoot [Carlson] with the garden variety rock climbing clothes on but … I was worried I’d come back with super bland film,” McCaughey says. “For whatever reason it just felt so pedestrian and not like a cover should feel. The


Getting to know Ala Paredes


UPDATE: I chanced upon the actual spread and text from the interview in my email archives so I have decided to publish the full interview. Oh to be young again! 2006 was definitely the carefree days.

We took a trip today to shoot Ala Paredes, daughter of the legendary Jim Paredes of the APO Hiking Society. While Dario was helping out in the photo shoot at The Westin, I took the opportunity to grab his Canon 300D and do some of my own shooting.

She said something really interesting about how we Filipinos have changed in the past several years. Music can tell a lot about a People. The Brazilians for instance love singing about their country. They sing in Portuguese – not in English. Which means that they sing to each other. And the stuff they sing about — it’s all about Brazil. Brazilians singing to each other about Brazil. What love!

We used to be like them.

Ala is a true artist – she is a painter, a writer, and lead singer for Hiraya. She’s also a little bonkers in the head, which is a good thing. Because nowadays, it’s hard to keep sane in this eclectic country (But that’s not why she’s migrating).

Soon to come in the next ish of m|PH.