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Condé Nast Reports on First Quarter Ad Pages

The year is looking a little bit brighter for many of the publishing company's glossy titles, according to an internal memo released Thursday.

CONDÉ’S QUARTERLY COUP: The year is looking a little bit brighter for many of Condé Nast’s glossy titles, according to an internal memo released Thursday and signed by chief revenue officer Lou Cona. Although the company reported a flat first quarter in advertising pages, the results were lifted by stronger January and March numbers, which were blunted by a “flagging February.”

The company released a list of its best performers, but conveniently omitted the underperformers. According to a source with knowledge of the company’s Publishers Information Bureau numbers, the following publications ended the quarter “slightly down”: Allure, GQ, Lucky, Self and Vanity Fair.

Teen Vogue’s ad pages dropped in the “double digits,” as Vogue remained flat. It should be noted, however, that Vogue closes its March issue on Wednesday, so there’s still time to eke out a gain.

On the positive side, Architectural Digest saw its ad pages jump 14 percent in the quarter, thanks primarily to its January AD100 issue. Glamour finished up 12 percent, followed by Condé Nast Traveler with an 11 percent rise. W reported a 4 percent rise and Details turned in a 2 percent increase. Both Wired and Bon Appétit registered a 1 percent gain.

For W, Lucky, Teen Vogue and Details, Condé adjusted the numbers based on those publications’ altered frequencies to 10 issues a year.

Cona ended his memo by underlining the importance of digital to the publishing company, offering that ad sales are “trending to increase at a steady pace of 20-plus percent on a year-over-year basis.”