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ENTHUSIAST CATEGORY BOXSCORES

Women's Beauty/Fashion Magazines' Advertising 'Guess' for Success

Monday, May 7, 2012
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The one positive constant for 2012 is beauty/fashion’s cumulative growth, and in May that was shown by nine out of the 16 charted magazines being ad-page up. They are reprinted from min’s boxscores (April 23).

BEAUTY/FASHION MAGAZINES IN MAY
May 2012 May 2011 % Diff YTD 2012 YTD 2011 % Diff
ALLURE 146.23 103.58 41.18 550.72 464.58 18.54
COSMOPOLITAN 136.72 153.93 -11.18 519.75 538.91 -3.56
ELLE 213.84 204.96 4.33 937.04 940.62 -0.38
ESSENCE 80.61 116.55 -30.84 398.98 507.96 -21.45
GLAMOUR 164.70 162.35 1.45 593.92 593.90 0.00
HARPER’S BAZAAR 133.71 112.93 18.40 649.66 618.57 y 5.03
INSTYLE 260.11 258.60 0.58 1,055.62 1,001.05 5.45
LATINA 74.18 76.76 -3.36 243.69 219.69 10.92
LUCKY 97.44 95.76 1.75 345.00 407.88 -15.42
MARIE CLAIRE 190.46 133.25 42.93 623.33 515.10 21.01
SEVENTEEN 58.76 69.80 -15.82 250.43 312.45 -19.85
STYLEWATCH (PEOPLE) 122.36 129.51 -5.52 453.09 464.14 -2.38
VANITY FAIR 103.79 110.72 -6.26 587.83 539.16 9.03
TEEN VOGUE 68.02 70.35 -3.31 300.24 315.68 -4.89
VOGUE 177.00 164.16 7.82 1,024.68 994.45 3.04
W 71.58 69.72 2.67 452.68 387.90 16.70
TOTALS 1,868.94 1,782.06 4.88 7,848.16 7,654.75 37.51
Source: min’s Boxscores

Per MagazineRadar, Guess was the sector’s most prolific advertiser with 35 pages in the 16 titles. Twelve of the 35 are in Elle, with the jeans specialist marking its 30th anniversary in 2012 being the catalyst. Here is the “top 12”:

Top Advertisers in May 2012 Issues Measured in 16 Top Fashion Magazine Brand Ad Pages
Advertiser Ad Pages Advertiser Ad Pages
1 Guess 35 7 L’Oreal Paris Infallible Never Fail Collection 15
2 Revlon 28 8 J’adore 14
3 JC Penney 25 8 L’Oréal Paris Magic by Studio Secrets 14
4 Ralph Lauren Big Pony Fragrance 21 10 Estée Lauder Cosmetics 13
5 Dillard’s 16 10 Lancôme Teint Idole Ultra Collection 13
5 Sally Hansen 16 10 Lancôme Visionnaire 13
Titles Measured: Allure, Cosmopolitan, Elle, Essence, Glamour, Harper’s Bazaar, InStyle, Latina, Lucky, Marie Claire, People StyleWatch, Seventeen, Teen Vogue, Vanity Fair, Vogue and W SOURCE: MagazineRadar

Looking ahead, min is told that the June Elle will be among the “biggest ever” for the month as Hearst Magazines and Kevin O’Malley mark their first anniversaries as owner and publisher, respectively. More to come.


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