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The all-important September ad page numbers are in and there is a clear winner: Vogue. The Condé Nast title is up 9 percent in paging, to 584. Publisher Susan Plagemann said the issue will house all the major fashion brands, with American designers increasing their ad commitments by 14 percent, French brands up 28 percent and Italian houses increased advertising by 19 percent. She declined to name new advertisers.
InStyle comes in second place, up 5.8 percent to 431 pages. Publisher Connie Anne Phillips said it’s the largest September on record for the magazine, with luxury paging up 22 percent (Donna Karan Collection and Reed Krakoff will be new to the issue). In the retail space, paging is up 40 percent, with new names such as Neiman Marcus and Nordstrom.
Harper’s Bazaar rose 2.2 percent to 308 pages. W, which closed its issue a few days ago, will be up 3 percent, to 255 pages. (Last September, the issue was up 30 percent, on the arrival of editor in chief Stefano Tonchi). Nina Lawrence, publisher, said all fashion advertisers renewed their commitments and the majority will run four pages or more. Looking ahead, she predicted that October could post a double-digit increase in paging.
Not every title is up for the month, however. Elle will post a 6.8 percent decline in paging for the month, to 350, although it will still be third among the major fashion titles in terms of ad pages.