The September issues may be the most important of the year when it comes to magazine advertising pages, but March is a pretty close second, which is why March covers are such a big deal. The latest numbers show that Lady Gaga and Katy Perry made bank for their covers of Vogue and People Style Watch, respectively. But while numbers for most well-known fashion magazines look good, many women’s fitness books had lower sales this year than they did last year.
People StyleWatch was undoubtedly the month’s big winner. Its Katy Perry cover enticed advertisers so well that the magazine ads are up a whopping 46.5 percent. Elle‘s Katie Holmes cover did well, too, with 14.3 percent increase in sales. Women’s Health and InStyle were both in the 11 percent range, while Lady Gaga’s much anticipated Vogue cover generated an increase of 10.6 percent in sales. Keep in mind, though, for a book as big as Vogue, even the smallest increase means a lot of pages. This March’s edition will include 619 pages of ads, by far the biggest number among the magazines listed.
Allure, W, Essence and Glamour all had noticeable increases in the 5 to 7 percent range, while Marie Claire and Town & Country did about the same amount of business as they did last year.
Even though it seems like a good year for most of the glossy industry, not everyone can finish on top. Lucky, Self, Cosmopolitan, Harper’s Bazaar, Shape, Fitness, Health and O The Oprah Magazine all suffered declines in sales this year. And while we’re happy that the print industry seems to be doing well at the moment, the big name magazines that have fewer ad pages this year than they did last year serve as a constant reminder that the traditional media ad game isn’t out of the woods yet. But hooray for increasing consumer touch points!
First Quarter Report Card [WWD (Subscription Required)]