How much do advertisers pay magazines like Esquire for product placement? And how pervasive is this practice?

Question

I don't mean formal advertising . I mean the Magazine itself promoting a a 'good'/'fashionable' product

Answer 1

Just a normal part of the magazine biz.   I know a dog mag that charges about $2000 to have your dog on the cover.

Answer 2

Officially, that's not happening at all. No magazine - or any media company/brand, for that matter - will give up their superiority and perceived independance and admit that they are "selling" editorial content.

In reality though, this happens quite often. It's usually connected to your ad placements (=spendings) for that magazine or the media company they belong to. Esquire belongs to Hearst.

When you book a lot of ad placements throughout the year, e.g. for a campaign, it's never wrong to ask for preferential placements or editorial content. It strongly depends on your budget, of course. Established magazines will never sell editorial content per se, but they are always willing to go the extra mile to get your campaign, especially if you understand how to play them out against each other. Just be sure that you don't put, say, Esquire against Cosmopolitan, as they both belong to Hearst...

Answer 3

It depends on the circulation of the magazine. In case of millions there are charged several 10,000 $ or €..