Looks like Anna Wintour’s obsession with Blake Lively (she’s covered the mag three times, including Vogue‘s Best Dressed supplement) hasn’t paid off.
According to statistics released by Audit Bureau of Circulations (as reported by WWD), Blake Lively is glossy mag poison. Her June Vogue cover was the third worst-selling issue of the year and her Esquire cover was the worst-seller of the year. (Her Allure cover, however, was that mag’s best selling issue so she’s not a total bomb–who would have thought her amazing bod would sell worse than a close crop of her face?)
Taylor Swift also proved deadly for mag sales, with newsstand sales for her April Elle cover running 60,000 less than average. Her November Glamour cover was the mag’s second-worst selling issue of the year, and Swift’s cover for Marie Claire in July was the monthly’s third worst-selling issue.
So who do you book if you want to sell? Lady Gaga.
Gaga’s July 8 Rolling Stone cover sold 245,000 copies, by far the best selling issue for the mag (though WWD points out that issue also contained the controversial Stanley McChrystal profile). Nick Knight’s September cover of Gaga for Vanity Fair was the mag’s second best-seller of the year, and the pop star’s Elle cover was the glossy’s third best-selling issue of the year. Good thing Vogue got on the Gaga train–we’re looking forward to her March cover.