It's safe to say the magazine industry has had some ups and downs this year, as we reported yesterday, with more downs than publishers like Conde Nast and Hearst would probably like. Today, WWD took a closer look at what specifically may have contributed to those ups and downs for glossies like Vogue and Allure, and the results may surprise you.
As previously reported, Vogue's newsstand sales dropped a whole 16.5% and one reason was their Olympics-themed issue with Ryan Lochte, Serena Williams and Hope Solo on the cover. It was Vogue's weakest performer this year so far and only 202,000 copies were sold. Vogue's Adele cover sold more than twice that many. Guess that Health Initiative idea wasn't much of a sales driver. Neither are athletes on fashion magazine covers. (Then again, perhaps if Vogue had planned the issue for during the Olympics, when Lochte-fever had officially set in, it would be a different story).
Instead, WWD suggests that magazines focus on "the new three T’s: twentysomethings, TV and Twilight." (At least they didn't say "the new three K's: Kim, Kourtney and Khloe.)
As for Twilight, Kristen Stewart covered best-selling issues of Lucky, Seventeen and was a second-best seller for Elle. TV's Zooey Deschanel (The New Girl) and Ashley Benson (Pretty Little Liars) did good things for Marie Claire and Teen Vogue, respectively. Glamour's topless Lauren Conrad (we're not sure which category she's in. Twentysomethings?) cover was a best-seller, selling 18% above average for the glossy. Kate Moss, who need not be categorized, did well for W and Harper's Bazaar. Some more bestsellers:
Cosmopolitan: Scarlett Johansson Elle: Blake Lively Teen Vogue: Chloe Grace Moretz Town & Country: Ali McGraw Vanity Fair: Marilyn Monroe In Style: Jennifer Aniston
Somewhat surprisingly, the Kardashians, despite Kim's marriage/divorce drama and their many reality TV shoes, didn't actually do so well on newsstands this year. While we're sure they still have plenty of money, their group Glamour cover from January and Kim's March "makeup-free" Allure cover both sold well below average. Maybe people really are finally getting sick of them.
We couldn't help but wonder, based on WWD's "three T's" formula, what might do well in the coming months. For TV, perhaps we'll see stars of Game of Thrones, Downton Abbey (good call, Love) and maybe Girls (which would also take care of the Twentysomething category). And perhaps The Hunger Games will replace Twilight as a best-seller. What are your predictions?
Who do you want to see on more magazines?