In Style publisher Lynette Harrison explained that the magazine's 8.3 percent decline in ad pages, to 3,197, came in part because some special advertising units from retailers in 2006, such as Macy's, Target, J.C. Penney and Neiman Marcus, did not return this year. "We were expecting the fourth quarter to come back much more strongly, especially in the retail category," she said, claiming retailers were not as optimistic about holiday spending this year as consumers became more concerned about the contracting housing market and increasing gas prices.
Nevertheless, core fashion titles managed to post strong gains despite consumer concerns. W posted an 11.7 percent gain in pages, to 2,216. Glamour, which saw a boost from not only corporate but also its own marketing programs, Reel Moments and Reel Music, increased pages 10.5 percent on top of a 7.5 percent gain last year. This year's 2,089 ad pages is the most in Glamour's history.
Elle posted a 6.2 percent gain this year to 2,510 pages. Harper's Bazaar, which this year celebrated its 140th anniversary, grew pages 17 percent on top of a 9 percent gain last year, to 2,075 pages.
The big winners this year include More, which just lost its editor in chief, Peggy Northrop, to Reader's Digest last week. Pages grew 19.1 percent on top of a 12.8 percent growth the year prior. Vanity Fair, which delivered several big issues, such as July's Africa issue and May's Green issue, grew pages 16.7 percent this year, to 2,262. Vice president and publisher Edward Menicheschi said having a publishing calendar of special issues signals to advertisers that "every issue is an event." Additionally, most of the men's category reported gains in paging. Maxim finished flat at 930 pages. Details, Men's Journal and Men's Health all reported double-digit increases over the year prior.