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MARCH MAG MADNESS: Fashion magazines pushed ahead in March, with most major books squeezing out advertising page gains — some more sizeable than others.
In what has become a kind of rivalry for bragging rights between Condé Nast’s Vogue and Time Inc.’s InStyle, Vogue came out on top in March. The fashion title amassed 470 ad pages, a 13-page, or 3 percent, increase over the year-ago issue.
“We don’t have a ton of attrition thanks to the strength of the brand,” said Vogue publisher Susan Plagemann. “If you look cumulatively, we are up 26 percent over five years.”
Ad revenue came from mainstay markets such as fashion, beauty, watches and jewelry, as well as from technology, a growing industry for new dollars.
InStyle had 367 ad pages, which constituted a 2 percent, or six-page, gain over last March.
Elsewhere at Condé Nast, top performers included W, which reeled in 22 new pages for a 10.7 percent gain, and Glamour, which increased its pages by 13 for an 8.2 percent rise. Allure sold 12 more pages, up 10 percent, as Vanity Fair expanded by three pages for a 1.1 percent increase. GQ earned a 5 percent rise, but Details, Lucky and Teen Vogue were not as fortunate. Ad pages at Details declined 4 percent, or five pages, as Teen Vogue fell 22 percent, or 27.6 pages.
Lucky, which under new editor in chief Eva Chen is in the process of refining its readership to appeal to a somewhat affluent, fashionable twenty- to thirtysomething, saw its pages slip 14.4 percent, or by 14.7 pages.
At Hearst, Elle grew ad pages to 342, up 11 or 3.3 percent, due in part to new business from luxury brands Givenchy and Carven. Harper’s Bazaar published its largest March issue ever, according to the company, as it logged 334 pages, or a 1.3 percent rise from 330 pages last year.
Town & Country clocked a 19 percent expansion in pages from last year’s 75-page tally. The lion’s share of the increase was linked to a special 10-page front cover unit with a smattering of LVMH Moët Hennessy Louis Vuitton brands.
Marie Claire and Cosmopolitan ended March essentially flat. Marie Claire added two pages, up 0.3 percent, for a total of 209, while Cosmo’s pages equaled 144, up a page from last March.