Beefing Up: Fashion Titles Pack on Ad Pages
Big fall fashion issues shaping up larger than last year.
They won’t be setting any advertising page records like they did in 2007, but several fashion magazines are on course for winning some significant victories this year.
Perennial fashion ad page heavyweight Elle raked in 382 ad pages for its September issue—climbing 18 percent over
324.8 pages during the prior year issue, publisher Hachette Filipacchi Media U.S. says.
At Condé Nast, the greatest ad page growth came from Glamour, which upped its ad page count by 57.3 percent over last year’s September issue, to 241 pages. Its thicker sister title, Vogue, saw the ad page needle spike 24.1 percent to 532 pages. W magazine’s pages are up 31.3 percent.
Meanwhile, Condé Nast’s Allure recorded a 1.4 percent bump in ad pages for its September issue and Lucky saw pages drop 10.9 percent, the company says.
At Time Inc., InStyle rung up 403 ad pages for its September issue (including
supplements), representing a 16 percent increase over 347 in last year’s
issue, publisher Time Inc. says. Year-to-date, the magazine says it has
1,791 ad pages, an increase of 21 percent over the same period last
Hearst’s fashion titles saw double-digit jumps with Harper’s Bazaar collecting 302 ad pages this year compared to 270.2 last year (a 12 percent increase) and Marie Claire recording 15 more ad pages (156) over last year’s September issue (141.1), or an 11 percent increase. (In 2009, the September issue included a special supplement called “The New Way to Shop,” which this year is being pushed to the October issue. Not including last year’s supplement pages, Marie Claire’s pages are up 37 percent this year.)
Through the first half, advertising categories normally associated with fashion titles were up and down. The Toiletries and Cosmetics category reported 8,027.85 ad pages during the six-month period, an increase of 12.8 percent. Meanwhile, the Apparel & Accessories category saw ad pages fall 8.8 percent to 7,418.75.