One by one, Anna Wintour has been making her mark on each Condé Nast title. Her latest success story? Glamour.
The women’s glossy, which was once Condé’s cash cow, saw a dip in ad pages in both 2011 and 2012. Well, 2013 saw a small boost — ad pages went up 2.3 percent — but 2014 looks like it could be the title’s biggest year in a while. It’s certainly off to a strong start: Advertising went up 12 percent, or 34 pages, in the first quarter of 2014, according to MIN, making it Glamour‘s best quarter in five years. (Glamour has confirmed the numbers.)
Additionally, Glamour publisher Connie Anne Phillips boasted to WWD that the glossy has 11 million readers in print and eight million online.
She credits a new sales team, as well as a strong focus on digital for the transformation, but we can’t leave out Anna Wintour, with whom Glamour EIC Cindi Leive has been working closely. Early on, we heard from sources that Wintour was around a lot on Glamour‘s floor, and that people were “scared.” Then, there were masthead shakeups: Under Wintour’s supervision, the magazine replaced its fashion director and creative director.
A source tells WWD that things have been “tense” between the Leive and Wintour, but it sounds like Leive can finally relax: Wintour’s next project is said to be Self, which reported a 28.3 percent drop in ad pages for January and February combined.