fashion-memopad
fashion-memopad

Memo Pad: Ad Pages Go Up and Down... In Lou Doillon's View...

Fashion magazines are still in recovery mode, but things are looking up: most titles posted an increase in ad pages during the first half of 2010.

DON’T BREAK OUT THE BUBBLY JUST YET: Fashion magazines are still in recovery mode, but things are looking up: most titles posted an increase in ad pages during the first half of 2010 — that is, compared with the dregs of 2009 and the numbers are still far off the good ole days of 2008. According to figures published by Media Industry Newsletter, the biggest winner in the first half was People StyleWatch, the mass market shopping title from Time Inc., where ad pages rose 60 percent to 398 pages (but this is still a fraction of the pages of larger titles like Vogue, InStyle and Elle).

Marie Claire also posted a strong first half, up almost 22 percent to 584 pages; Harper’s Bazaar was up 17 percent to 755 pages, and Cosmopolitan and InStyle were both up about 10 percent, to 702 pages and 1,103 pages, respectively. Meanwhile, Vogue was up almost 8 percent to 987 pages and Allure posted a 7 percent rise during the first half, to 536 pages. Elle reported a 5 percent rise in ad paging to 939 pages, and Lucky was up almost 2 percent to 516 pages.

Not everything was rosy, though. Glamour posted a flat first half, with 688 pages, while those luxury dependents, Town & Country and W, represented the only two titles that continued to fall in advertising, with the former down more than 4 percent to 409 pages, and W sliding almost 14 percent to 423 pages. So the new editors in chiefs at both titles have their work cut out for them. — Amy Wicks

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