Women’s Wear Daily
04.17.2014
fashion-memopad
fashion-memopad

Memo Pad: Bigger and Bigger... Farewell, Adieu, Auf Wiedershehen...

Looks like most fashion magazine publishers can breathe a sigh of relief as 2007 comes to a close. Titles capped off a strong year as retail and apparel advertising helped lift revenues.

fashion-memopad/news
BIGGER AND BIGGER: Looks like most fashion magazine publishers can breathe a sigh of relief as 2007 comes to a close. Titles capped off a strong year as retail and apparel advertising helped lift revenues. But some magazines reported gains, thanks not only to their core books, but through corporate programs and special issues, as well. For example, Vogue retakes the top spot over its fashion competitors, besting In Style with a 2007 page count of 3,222 pages. However, Vogue had some corporate help— a handful of Condé Nast titles were boosted by either Fashion Rocks or new program Movies Rock. Meanwhile, Hearst Magazines spun off its own corporate efforts in 30 Days of Fashion and 30 Days of Beauty.

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.
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