February Boxscores: Women’s-Fashion Monthlies Are Having an Early Spring

01/21/2013

No Groundhog Day "shadows" here, with Harper’s Bazaar ‘s February 2013-versus-2012 differential an impressive +29.64%. Ditto Allure (+30.94%), InStyle (+9.34%), Marie Claire (+18.27%), Vogue (+21.20%), and as we reported last week, Elle s record-breaking 156.98 ad pages (+32.64%). All preludes to their important March "spring previews"), and far better than the monthlies overall.

Publication Feb 2013 Feb 2012 % Change 2013 pages 2012 pages % Change
ALL YOU 55.10 58.80 -6.29 97.50 100.10 -2.60
ALLURE 116.69 89.12 30.94 173.03 129.95 33.15
AMERICAN BABY 32.15 32.15 0.00 56.94 60.41 -5.74
ARCHITECTURAL DIGEST 46.49 50.46 -7.87 133.39 178.15 -25.12
ART NEWS 34.92 44.59 -21.68 34.92 44.59 -21.68
ATLANTIC MONTHLY, THE (Jan/Feb) 34.17 42.66 -19.90 34.17 42.66 -19.90
AUTOMOBILE 32.83 27.50 19.38 71.83 56.33 27.52
BABY TALK 27.15 41.28 -34.23 27.15 41.28 -34.23
BACKPACKER (Feb/Mar) 20.00 23.00 -13.04 20.00 23.00 -13.04
BETTER HOMES AND GARDENS 92.80 101.75 -8.80 140.68 161.26 -12.76
BICYCLING (Jan/Feb)  31.15 44.32 -29.72 31.15 44.32 -29.72
BLACK ENTERPRISE (Jan/Feb) 18.40 20.25 -9.14 18.40 20.25 -9.14
BLOOMBERG MARKETS 38.32 49.00 -21.80 115.32 94.00 22.68
BOATING 58.33 49.35 18.20 95.83 83.43 14.86
BON APPÉTIT 60.50 40.29 50.16 93.50 58.54 59.72
BOYS’ LIFE 5.53 5.78 -4.33 9.88 8.64 14.35
BRIDES (Jan/Feb/Mar) 384.36 271.60 F 41.52 384.36 518.76 y -25.91
CAR AND DRIVER 38.66 41.66 -7.20 87.99 98.64 -10.80
CAR CRAFT 24.77 37.93 -34.70 48.46 77.02 -37.08
CHICAGO 100.67 91.89 9.55 213.14 203.83 4.57
CIRCLE TRACK 57.32 81.88 -30.00 81.23 119.51 -32.03
COASTAL LIVING (Jan/Feb) 40.39 35.59 13.49 40.39 35.59 13.49
COMPETITOR 53.36 65.41 -18.42 94.78 112.90 -16.05
CONDÉ NAST TRAVELER 61.33 60.16 1.94 146.23 149.58 -2.24
COOKING LIGHT (Jan/Feb) 104.70 102.90 1.75 104.70 102.90 1.75
COSMOPOLITAN 106.89 97.61 9.51 156.11 148.67 5.00
COUNTRY LIVING 41.13 53.60 -23.26 41.13 53.60 -23.26
CRUISING WORLD 61.25 76.62 -20.06 108.96 133.75 -18.53
CYCLE WORLD 25.82 29.33 -11.97 25.82 29.33 -11.97
DASH (Jan/Feb) 11.30 8.00 41.25 11.30 8.00 41.25
DETAILS 42.49 29.66 43.26 42.49 29.66 43.26
DIRT RIDER 37.39 53.53 -30.15 102.23 128.67 -20.55
DISCOVER (Jan/Feb) 18.00 18.00 0.00 18.00 18.00 0.00
DWELL 47.67 50.00 -4.66 47.67 50.00 -4.66
EBONY 69.63 61.72 12.82 69.63 61.72 12.82
ELLE 156.98 118.35 32.64 219.61 185.42 18.44
ELLE DECOR (Jan/Feb) 64.50 70.76 -8.85 64.50 70.76 -8.85
ENTREPRENEUR 104.18 91.52 13.88 168.72 153.34 10.03
ESQUIRE 41.44 48.30 -14.20 81.77 92.90 -11.98
ESSENCE 59.41 80.20 -25.92 97.08 130.19 -25.43
Publication Feb 2013 Feb 2012 % Change 2013 pages 2012 pages % Change
EVERY DAY/RACHAEL RAY (Jan/Feb) 44.45 53.82 -17.41 44.45 53.82 -17.41
FAMILY CIRCLE 76.13 93.66 -18.72 131.36 149.98 -12.41
FAMILY FUN 41.52 34.70 19.65 41.52 34.70 19.65
FAMILY HANDYMAN, THE 50.59 44.02 14.93 50.59 44.02 14.93
FAST COMPANY 42.70 35.57 20.04 42.70 35.57 20.04
FIELD & STREAM 41.33 33.71 22.60 41.33 33.71 22.60
FITNESS 72.87 78.68 -7.38 126.07 141.46 -10.88
FLEX 201.42 186.68 7.90 390.34 369.91 5.52
FLYING 33.75 29.83 13.13 67.83 65.83 3.04
FOOD & WINE 49.12 55.58 -11.62 96.16 118.56 -18.89
FOOD NETWORK MAGAZINE 69.40 50.61 37.13 69.40 50.61 37.13
4-WHEEL/OFF-ROAD 31.32 48.35 -35.22 69.39 97.11 -28.54
FOUR WHEELER 38.74 45.59 -15.03 80.89 109.11 -25.86
GARDEN DESIGN (Feb/Mar) 28.17 25.33 11.18 28.17 25.33 11.18
GENTLEMEN’S QUARTERLY 52.45 48.40 8.37 91.40 68.75 32.95
GLAMOUR 89.60 79.49 12.72 130.30 107.45 21.27
GOLF DIGEST 51.66 50.99 1.31 83.71 78.94 6.04
GOLF MAGAZINE 110.45 98.73 11.87 110.45 98.73 11.87
GOOD HOUSEKEEPING 81.93 93.86 -12.71 168.10 161.03 4.39
GUIDEPOSTS 32.50 27.12 19.84 55.50 49.62 11.85
GUNS & AMMO 45.46 41.70 9.01 98.54 84.81 16.19
HARPER’S BAZAAR 121.76 93.92 29.64 121.76 93.92 29.64
HARPER’S MAGAZINE 21.83 18.50 18.00 41.49 38.66 7.31
HEALTH (Jan/Feb) 68.59 76.27 -10.07 68.59 76.27 -10.07
HGTV (Jan/Feb) 35.20 ‘• ‘• 35,20
HOT ROD 45.80 41.23 11.08 83.19 82.95 0.29
HOUSE BEAUTIFUL 42.46 39.15 8.45 42.46 39.15 8.45
HUNTING (Jan/Feb) 75.02 50.95 47.25 75.02 50.95 47.25
INC. 39.34 42.00 -6.33 39.34 42.00 -6.33
INSTYLE 130.77 119.60 9.34 197.78 184.81 7.02
KIPLINGER’S PERSONAL FINANCE 19.34 17.96 7.68 38.15 35.96 6.09
LADIES’ HOME JOURNAL 50.88 77.84 -34.64 50.88 77.84 -34.64
LATINA 49.74 41.99 18.46 49.74 41.99 18.46
LUCKY 42.04 43.45 -3.25 73.20 68.75 6.47
MARIE CLAIRE 84.04 71.06 18.27 114.04 107.39 6.19
MARTHA STEWART LIVING 64.50 58.22 10.79 106.69 96.86 10.15
MAXIM (Jan/Feb) 25.66 34.88 -8.36 25.66 55.88 -8.36
MEN’S FITNESS (Jan/Feb) 63.00 56.50 11.50 123.01 x 56.50 117.72
MEN’S HEALTH (Jan/Feb) 60.72 52.66 15.31 60.72 52.66 15.31
MEN’S JOURNAL 58.70 56.12 4.60 58.70 56.12 4.60
Publication Feb 2013 Feb 2012 % Change 2013 pages 2012 pages % Change
MONEY (Jan/Feb) 38.00 51.44 -26.13 38.00 51.44 -26.13
MORE 66.09 59.88 10.37 66.09 59.88 10.37
MOTORCYCLIST 18.36 36.69 -49.96 40.62 72.99 -44.35
MOTOR TREND 50.32 38.87 29.46 105.31 76.78 37.16
MUSCLE & FITNESS 101.00 103.31 -2.24 196.70 203.44 -3.31
NATIONAL GEOGRAPHIC 19.17 20.64 -7.12 42.22 38.75 8.95
NG KIDS 4.33 0.72 501.39 4.33 0.72 501.39
NG TRAVELER (Feb/Mar) 33.11 35.27 J -6.12 33.11 35.27 -6.12
NATURAL HEALTH 37.47 39.46 -5.04 37.47 39.46 -5.04
O (OPRAH) 63.74 67.09 -4.99 126.11 126.09 0.02
ORGANIC GARDENING (Feb/Mar) 47.05 47.79 -1.55 47.05 47.79 -1.55
OUTDOOR LIFE 30.50 26.89 13.43 30.50 26.89 13.43
OUTSIDE   26.83 27.16 -1.22 65.16 68.20 -4.46
PARENTING (Early Years) 45.78 58.87 -22.24 45.78 58.87 -22.24
PARENTING (School Years) 43.50 55.01 -20.92 43.50 55.01 -20.92
PARENTS 61.66 62.15 -0.79 104.17 111.69 -6.73
PEOPLE EN ESPAÑOL 63.48 53.65 18.32 63.48 53.65 18.32
PENTHOUSE 17.69 16.75 5.61 36.80 35.00 5.14
PLAYBOY (Jan/Feb) 38.90 57.23 -32.03 38.90 57.23 -32.03
POPULAR MECHANICS 39.34 26.82 46.68 68.61 70.90 -3.23
POPULAR PHOTOGRAPHY 41.16 49.32 -16.55 98.86 115.23 -14.21
POPULAR SCIENCE 23.51 31.96 -26.43 55.66 65.93 -15.58
POWER & MOTOR YACHT 133.49 121.92 9.49 209.65 187.09 12.06
PREVENTION 69.50 67.27 3.31 122.00 105.27 15.89
READER’S DIGEST 74.60 92.19 J -19.08 115.45 x 92.19 25.23
REAL SIMPLE 82.81 78.48 5.52 140.80 127.42 10.50
REDBOOK 87.84 98.54 -10.86 136.55 155.98 -12.46
RELISH 8.57 13.00 -34.08 17.97 21.05 -14.63
ROAD & TRACK 42.00 45.66 -8.02 86.33 108.15 -20.18
ROBB REPORT 70.67 67.60 4.54 137.84 145.27 -5.11
ROD & CUSTOM 32.73 69.67 -53.02 66.28 125.90 -47.36
RUNNER’S WORLD 40.67 36.16 12.47 87.16 90.48 -3.67
SALTWATER SPORTSMAN 54.51 47.70 14.29 54.51 47.70 14.29
SAVEUR (Jan/Feb) 28.17 32.31 -12.81 28.17 32.31 -12.81
SCIENTIFIC AMERICAN 11.00 12.50 -12.00 21.33 25.50 -16.35
SELF 66.65 64.58 3.21 116.63 113.43 2.82
SEVENTEEN 40.15 35.91 11.81 78.27 73.28 6.81
SHAPE (Jan/Feb) 79.28 81.43 F -2.64 79.28 147.25 y -46,16
SMITHSONIAN 40.33 40.09 0.60 63.49 64.59 -1.70
SOUND+VISION 20.50 22.82 -10.17 44.32 48.81 -9.20
Publication Feb 2013 Feb 2012 % Change 2013 pages 2012 pages % Change
SOUTHERN LIVING 65.81 67.96 -3.16 122.86 127.68 -3.78
SPECTRUM, IEEE 24.16 24.16 0.00 52.24 50.33 3.79
SPORTS ILLUSTRATED KIDS 8.33 6.33 31.60 8.33 6.33 31.60
SPRY 6.80 7.20 -5.56 13.70 13.45 1.86
STYLEWATCH (PEOPLE) 76.88 64.89 18.48 76.88 64.89 18.48
SUCCESSFUL FARMING (2 issues) 85.69 88.71 -3.40 148.49 141.88 4.66
SUNSET 36.88 42.76 -13.75 71.83 77.93 -7.83
TEEN VOGUE 47.92 61.93 -22.62 47.92 61.93 -22.62
TENNIS (Jan/Feb) 36.00 23.30 54.51 36.00 23.33 54.31
TEXAS MONTHLY 94.05 A 93.68 0.39 179.35 206.12 -12.99
THIS OLD HOUSE (Jan/Feb) 37.66 44.36 -15.10 37.66 44.36 -15.10
TOWN & COUNTRY (Wedding) 102.70 81.16 26.54 142.54 117.39 21.42
TRADITIONAL HOME (Feb/Mar) 40.71 52.60 -22.60 40.71 52.60 -22.60
TRAVEL + LEISURE 54.60 60.62 -9.93 115.83 115.26 0.49
TRIATHLETE 41.60 80.10 D -48.06 81.80 145.80 -43.90
VANITY FAIR 73.48 64.69 13.59 111.47 96.57 15.43
VEGETARIAN TIMES (Jan/Feb) 35.66 40.48 -11.91 35.66 40.48 -11.91
VELONEWS 74.60 D 88.00 D -15.23 101.00 118.00 -14.41
VERANDA (Jan/Feb) 65.45 51.16 27.93 65.45 51.16 27.93
VOGUE 167.48 138.18 21.20 215.12 195.17 10.22
W 88.33 77.00 14.71 117.35 106.00 10.71
WIRED 39.23 54.37 -27.85 90.66 98.77 -8.21
WOMAN’S DAY 87.59 95.94 -8.70 141.75 155.85 -9.05
WOMEN’S HEALTH (Jan/Feb) 71.96 61.71 16.61 71.96 61.71 16.61
WORKING MOTHER (Feb/Mar) 54.52 53.47 1.96 54.52 53.47 1.96
WSJ. 38.30 28.56 34.10 38.30 28.56 34.10
UNITED HEMISPHERES 39.96 41.93 -4.70 79.34 80.53 -1.48
YACHTING 101.58 116.47 -12.78 176.89 184.92 -4.34
YOGA JOURNAL (Jan/Feb) 96.43 121.18 -20.42 96.43 121.18 -20.42
TOTALS 8,491.89 8,443.22     0.58 12,600.31 12,921.88 -2.49
x = One more 2013 issue; y = One more 2012 issue
A = Texas Monthy’s 40th Anniversary Issue; J = Jan/Feb 2012 Issue; F = February issue in 2012