With August just around the corner, it won't be long before the September issues of fashion glossies start hitting shelves...and probably breaking those shelves because they are all going to be the biggest. issues. ever. With a few exceptions, however.
While Hearst released its September numbers last week —pages are up all around, with Elle, Harper's Bazaar and Marie Claire all celebrating their respective biggest issues to date — tallies are now in from Condé Nast and a few others.
Somewhat surprisingly, Vogue actually saw a 4.5 percent drop in ad pages from a record-breaking 661 last year to 631 this year. Of course, that still makes it the biggest of all the September issues by far — second place went to Time Inc.'s InStyle with 485 ad pages, a six percent gain over 2012. “Driving our success is a 12 percent increase in luxury business," publisher Karin Tracy told us. "Jewelry and watch business more than doubled from last year, and fashion brands doubling their investments include Burberry, Louis Vuitton and Marc Jacobs.”
Though, a few Condé Nast titles, including those more in need of ad revenue, saw declines as well. Glamour went down 4 percent to 215 ad pages and Vanity Fair dropped 1.9 percent to 232.
Lucky and Teen Vogue faired the worst: The former declined 34.3 percent to 90 pages from 137 the year before, while the latter dropped 33.9 percent, losing 56 pages. W, however, saw a 5.2 percent rise with 303 pages.
Luxury magazines affiliated with national newspapers did particularly well this year: WSJ magazine's ad pages went up 23.3 percent to 90 — it will be the largest issue the magazine's had since it launched six years ago. A rep for the publication tells us that it has 30 new advertisers, 24 of which are fashion/luxury. T's ad pages increased 4 percent to 157, and those pages weren't driven by big celebrity cover stars — both magazines feature models on their covers: WSJ got Daria Werbowy, while T has Vanessa Axente, according to WWD.
Beyond that, the rest of the cover stars remain a mystery. Who do you hope to see?