The number of ads in the magazine is dictated by the number of pages of editorial. It is like an equation in maths. We give them space and they send us material to fill that space. The layout for each Dolly is worked out a couple of months in advance. The stories and fashion pages fit in around the ads.
Advertisers pay up to eleven thousand dollars for one just one ad.
It depends on where the ad is placed, as to how much they pay Dolly. This is a grid. It's actually a map to the magazine. We go through and work out that for one hundred and thirty editorial pages we need a certain number of ads. Now for this issue it's about thirty something.