Top Three Fashion Mags: Making the Best of a Bad September

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min's Women's Fashion/Beauty Fall Preview of 2009 is not a pretty picture as the report shows huge advertising-page declines affecting women's fashion magazines. The consensus from publishers is clear: What were huge inserts from large fashion/beauty companies and retailers in Septembers past have trickled down to a few pages.  However, there is a triple exception to the downturn. 

Exception No. 1 is InStyle (+2.10%), where publisher Connie Anne Phillips (ex-Vogue) credits the Fifteen for Fall integrated marketing program for helping to mark IS' 15th anniversary.

Exception No. 2 is People StyleWatch, with a +14.10% September. Publisher Michelle Myers tells min "we really are driving people to retail"—with September advertiser Tiffany being an upscale example.

Exception No 3 is Fitness (+47.29%); publisher Lee Slattery and editor-in-chief Betty Wong credit 10.2% to 14.8% of that gain to an increase in beauty content.

See min for exclusive details including a chart of the September fashion magazine boxscores over a 10 year period.

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