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COUNTING THEM UP: Was Lady Gaga a hit with Vogue’s advertisers? How did Katy Perry fare for People StyleWatch and Elle? The all-important March fashion and lifestyle magazines are about to hit newsstands, which means the first quarter — and first real benchmark — is ready to be revealed, and the report card is a mixed one. Vogue did well, rising 10.6 percent for the first quarter to 619 pages, but People StyleWatch was the big winner again. The magazine posted the largest increase in paging for the first quarter (and its largest increase ever), up 46.5 percent to 197 pages, according to Media Industry Newsletter. Publisher Karin Tracy said growth came in beauty, fashion and retail with new business from brands such as Tommy Hilfiger, Dillard’s and Lacoste. Elle, which will soon leave its longtime home at Hachette for Hearst, posted a 14.3 percent rise in paging to 517, and Women’s Health wasn’t far behind, up 11.7 percent to 117.5 pages. InStyle raised its pages by 10.9 percent to 489.5.
Allure’s 20th anniversary issue for March resulted in a 7.5 percent increase in paging to 231.2. After W had a 22 percent decline this time last year, the magazine, under editor in chief Stefano Tonchi, had a 6.5 percent increase to 267 pages. Essence gained almost 6 percent in paging to 282 pages, and Glamour posted a 5.5 percent increase to 292.6 pages. Marie Claire, last year’s ad page increase leader, posted a flat quarter, with 259 pages. Town & Country, which will have Lauren Santo Domingo on its cover, was also flat in paging, with 211.6.
As for the titles seeing declines, Lucky fell 14.3 percent to 204.1 pages, a big change from this time last year, when the title was up 17 percent. Self wasn’t far behind, down 12.6 percent to 178 pages, Cosmopolitan declined 12.5 percent to 252.4 pages and Harper’s Bazaar fell 11.6 percent to 368.9. Advertising at Shape was off 7.5 percent to 269.6, while competitor Fitness was down 6.7 percent to 222 pages. For the first three months, Health was down 5.5 percent to 193 pages and O, The Oprah Magazine dropped 4.2 percent to 283.
— Amy Wicks