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CHARTING THE INDUSTRY

February's 'Top 5' Are a Sweet Advertisers' Valentine for Allure, Teen Vogue and Self

Greer Jonas

Thursday, January 26, 2012 It looks like Condé Nast received top ranking accolades in min's monthly magazine boxscore gainers' list for February 2012 compared to 2011 with the female-centric Allure (32.21 additional ad pages), Teen Vogue (+15.95) and Self (+10.92 ). The Meredith-owned Traditional Home (+13.43) and the independent Smithsonian (+11.71) ranked three and four in min's top 5 chart. They were among the exceptions to an overall dismal February where the 150 magazines tracked in min's boxscores were cumulatively -6.56%, with just 53 of the titles registering gains. Click here for the premium chart from the Jan. 23, 2012, min.

1) Allure

Tops in page gain (+32.21) and percentage (+56.67%) is Allure. The beauty mag's popularity goes beyond having such popular actresses as "favorite weirdo" and New Girl star Zooey Deschanel on the February cover. Says VP/publisher Agnes Chapski: "Allure’s February ad page growth was driven by new business and by deeper investments from such core advertisers as Chanel, Estée Lauder, L’Oréal Paris USA, LVMH, Procter + Gamble, Revlon, and Unilever. Innovative multi-platform integrated partnerships and new editorial developments will keep this momentum going through 2012."

2) Teen Vogue

The fact that 13-year-old actress Elle Fanning (her current film is We Bought a Zoo) sports the February cover of Teen Vogue and that the Hunger Games sweepstakes is featured in the issue and Web site are just two elements to February's successful formula. Recently hired (Dec. 2011) Teen Vogue VP/publisher Jason Wagenheim tells min that the month's +34.78% ad pages were due in part to a 19% growth in beauty advertising. “February was our Interactive/Social Media issue, and our Like to Win Facebook promotion drove participation and Facebook fans for our advertisers, 12 of which participated in this new program,” said Wagenheim. “The issue also featured our 'Beauty U. Sorority Challenge,' sponsored by P&G Beauty, with a custom spread designed by our Teen Vogue Studio.”

3) Traditional Home

“Traditional Home actually had four good issues in a row,” says publisher Beth Brenner, "but the Feb/March issue was exceptional.” The gains were due to what Brenner refers to as the editorial refresh. "My favorite way to describe it is that our editorial team has opened the 'front and back door' and allowed a big gust of fresh air to blow through the magazine. Columns have been renamed (e.g., 'Marketplace' has become 'New + Next'), product shots have been enlarged and, in general, there is more use of white space."

See the "New + Next" Chinese New Year page to the right as an example.

4) Smithsonian

"Smithsonian enjoyed an 18% increase in advertising pages in 2011 over 2010, so it's very gratifying to continue to show growth in 2012," says group publisher Jennifer Hicks. "New advertisers to the February [Obsession] issue include Norway Tourism, Mexico Tourism, MD Anderson, and Advair. Returning advertisers include Toyota Prius, Celebrex, Lyrica, Prudential and Canadian Tourism, among many others. We are anticipating a very strong 2012 due to advertisers' enthusiasm over our new editor, Michael Caruso."

5) Self

Self Vice President and Publisher Laura McEwen, cover model Kristen Bell, and Editor-in-Chief Lucy Danziger

Self VP/publisher Laura McEwen tells min about the February editorial theme. “With a focus on winter beauty and self confidence, [the issue] really resonated with advertisers, particularly in the beauty and fitness categories.Self’s beauty business remains strong through the first quarter with L’Oréal, P+G, Estée Lauder, Chanel, LVMH and Unilever increasing business year over year."

We see pictured to the right what Self does so well in branding the magazine and franchise over the past weekend at the Sundance Film Festival in Park City, Utah. Says McEwen: "[We celebrated] with a group of high-level clients at an exciting cocktail party attended by cover model Kristen Bell [middle] and editor-in-chief Lucy Danziger [right]. I enjoyed a few days of amazing skiing with the Self team and some of the industry’s top marketers – plus a Giants win!”

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