While many lifestyle magazines are struggling to keep up their ad page counts, it's not all bad news for print. Both T: The New York Times Style Magazine and WSJ. Magazine announced this week that their September issues are breaking ad records. WSJ's fashion-dedicated women's issue is its biggest issue ever; T, meanwhile, says its men's and women's fashion issues each racked up more ad pages than any fall fashion release since 2008.
WSJ, which launched seven years ago as a glossy lifestyle companion to The Wall Street Journal, releases its September issue on Aug. 15 with 100.4 ad pages, up 10 percent from 90.08 last year. Of its advertisers, 32 percent are new to the fall fashion issue, and 9 percent of those new advertisers are fashion and luxury brands. Like T, WSJ will release a second issue dedicated to men's fashion, which will land Sept. 12. (Ad page data for that issue is not yet available.)
T's women's fashion issue comes out Aug. 23 with 164 ad pages, up 4 percent from 158 in 2014. It features 12 new advertisers, including Stuart Weitzman, Kenzo, J Brand and Marni. The men's fashion issue will follow on Sept. 13, with 115 ad pages as of Wednesday (it is still selling pages until the end of July) with its own first-time advertisers, including J. Crew, Bruno Magli, Piquadro and Gant. So far, it's seeing 14 percent growth over 2014's issue.
When wooing advertisers, both titles tout audiences with very high incomes and prolific spending habits. WSJ claims its readers have an average household income of $281,929. T, meanwhile, says its audience has a median household income of $194,669. Fourteen percent of T's readers and 8.8 percent of WSJ's readers make over $500,00 per household per year. That's some serious spending money.
This story was updated with information about WSJ's September men's issue.