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CHARTING THE INDUSTRY
Top 6 September Monthlies: Come Fly With MeTuesday, August 23, 2011 .jpg) You never know when you might need your own private plane. Well, at least if you are in the affluent Robb Report set. Its Sept. 2011 Private Aviation Guide helped boost the issue's ad pages by 28.35 to 111.67. Other magazines in our top 6 are the women’s-fashion Vogue (+49.61 ad pages to 584.25), People StyleWatch (+34.94 to 170.25) and Marie Claire (+27.48 to 191.95). Completing the sextet are Hearst Magazines' men's-centric Esquire with +26.42 to 124.59 and the newly acquired Elle Decor with +33.31 to 159.81.Now for the bad news. Of the153 monthly magazines that are tracked by min, only 63 produced gains in September 2011 and 68 were up for the year. As the chart below shows, that is downward momentum from first-half 2011 and from 2010 versus 2009. September 2011's -3.68% is an indicator of the effects from the weak economy.
Back to the good news. Below you will see the top 6 titles that showed enthusiastic growth in September.
Fashion Magazines We previously reviewed women’s-fashion magazines' September Fall Previews.Vogue, People StyleWatch and Marie Claire are holding strong for the year.People’s StyleWatch publisher Karin Tracy tells min that September was the five-year-old People spinoff's largest issue ever. “It’s clear that the editorial continues to strongly resonate with consumers and our marketing partners...in driving new business in September from Ann Taylor, Tommy Hilfiger, Izod, Talbot's and Dior Cosmetics. October will be up another 55%, continuing our strong performance." Elle Decor Elle Decor had its biggest September issue ever (+26.33% Sept/+14.35% year-to-date) in 2011. VP/publisher Barbara Friedmann credits the ad success to “a strong editorial theme and first-ever luxury renovation issue. That plus our continuing momentum as the #1 title in the category and our amazingly talented sales and editorial staffs kept us sailing full speed ahead.” Robb Report.jpg) Robb Report readers are the affluent consumers, the CEOs always on the road, and those who seek the safety, security and convenience of flying in their own private plane, says publisher David Arnold. Thus, the 21-page September supplement on the benefits of private aviation. Some of the advertisers in this issue were Net Jets, Pilatus, XO Jet, Flight Options, Delta Private Jets and Honda Jet. Hey and how about that car! Arnold said it "only" goes for around $360K.
Kevin O’Malley’s eight-year stint as publisher of Esquire reached a successful finale. He is now publisher at Hearst’s newly acquired Elle). |
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