Monthlies’ Poor Advertising May (-5.90%) Remain ‘Beauty’-Full

04/23/2012

The oxymoron comes from the continued pattern of most beauty and fashion magazines standing out in an otherwise miserable year. Lucky (+1.75% in May 2012 versus 2011) is a positive newcomer (more next week), where the constants continue to be Allure (+41.18%), Elle (+4.33%), Harper’s Bazaar (+18.40%), Marie Claire (+42.93%), Town & Country (+11.28%), Vogue (+7.82%), and W (+7.82%). Fast Company (+23.76%) highlights the few nonendemic exceptions.

Min’s Monthly Boxscores
Publication May 2012 May 2011 % Change 2012 pages 2011 pages % Change
ALL YOU 60.20 96.40 -37.55 297.80 401.70 -25.87
ALLURE 146.23 103.58 41.18 550.72 464.58 18.54
AMERICAN BABY 39.06 48.68 -19.76 170.21 218.88 -22.24
ARCHITECTURAL DIGEST 101.43 90.64 11.90 437.77 351.40 24.58
ART NEWS 59.50 72.79 -18.26 246.08 277.22 -11.23
ATLANTIC MONTHLY, THE 40.17 44.02 -8.75 147.99 168.53 -12.19
AUTOMOBILE 43.16 50.83 -15.09 173.14 196.81 -12.03
BABY TALK 34.31 31.48 8.99 153.55 153.46 0.06
BETTER HOMES AND GARDENS 137.37 142.33 -3.48 553.75 591.05 -6.31
BICYCLING   46.97 65.47 -28.26 179.08 215.58 -16.93
BLACK ENTERPRISE 34.05 47.03 -27.60 155.35 181.12 -14.23
BLOOMBERG MARKETS 57.00 47.00 21.28 250.27 267.00 -6.27
BOATING 54.54 42.40 28.64 229.25 201.25 13.91
BON APPÉTIT 79.00 72.38 9.15 228.65 237.33 -3.66
BOYS’ LIFE 11.83 11.20 5.63 35.85 41.74 -14.11
BRIDES 213.46 209.04 2.11 1,166.60 1,293.27 -9.79
CAR AND DRIVER 67.15 72.17 -6.96 280.08 297.61 -5.89
CAR CRAFT 46.13 43.27 6.61 194.35 200.39 -3.01
CHICAGO 64.30 70.88 -9.28 516.84 551.39 -6.27
“ Home” (May/June) 41.67 45.65 -8.72 558.51 597.04 -6.45
CIRCLE TRACK 48.91 64.95 -24.70 283.63 313.81 -9.62
COASTAL LIVING 59.70 45.00 32.67 178.30 169.20 5.38
COMPETITOR 54.92 52.91 3.80 266.75 x 209.76 27.17
CONDÉ NAST TRAVELER 113.67 122.61 -7.29 381.68 374.90 1.81
COOKING LIGHT   74.10 98.30 -24.62 339.20 416.90 -18.64
COSMOPOLITAN 136.72 153.93 -11.18 519.75 538.91 -3.56
COUNTRY LIVING 78.88 72.95 8.13 264.05 281.55 -6.22
CRUISING WORLD 60.25 88.14 -31.64 333.33 367.86 -9.39
CYCLE WORLD 59.24 61.00 -2.89 223.01 230.67 -3.32
DASH 15.30 8.00 91.25 48.12 34.60 39.08
DETAILS 47.91 53.18 -9.91 238.10 237.88 0.09
DIRT RIDER 86.09 78.88 9.14 354.42 335.06 5.78
DISCOVER 16.50 18.00 -8.33 63.73 77.88 -18.17
DWELL 55.50 67.00 -17.16 225.17 254.65 -11.58
EBONY   62.49 42.14 48.29 257.62 200.36 28.58
ELLE 213.84 204.96 4.33 937.04 940.62 -0.38
ELLE DECOR 114.09 150.85 -24.37 390.44 x 379.63 2.85
ENTREPRENEUR 67.12 69.50 -3.42 346.39 377.87 -8.33
ESQUIRE 64.20 80.63 -20.38 314.47 318.63 -1.31
ESSENCE 80.61 116.55 -30.84 398.98 507.96 -21.45
EVERYDAY FOOD 28.50 38.00 -25.00 125.00 139.88 -10.64
EVERY DAY/RACHAEL RAY 45.13 72.07 -37.38 203.75 223.21 -8.72
FAMILY CIRCLE 15/2011 111.56 125.92 -11.40 484.41 566.90 -14.55
FAMILY FUN 29.64 51.24 -42.15 145.63 195.80 -25.62
FAMILY HANDYMAN, THE  65.61 57.21 14.68 217.29 210.07 3.44
FAST COMPANY 60.16 48.61 23.76 226.59 191.78 18.15
FIELD & STREAM 49.87 47.39 5.23 173.54 209.64 -17.22
FITNESS 94.01 99.38 -5.40 378.38 396.85 -4.65
FLEX 191.75 183.20 4.67 942.38 945.01 -0.28
FLYING 39.33 44.00 -10.61 178.91 185.04 -3.31
FOOD & WINE 92.35 91.91 0.48 336.82 365.17 -7.76
FOOD NETWORK MAGAZINE 93.99 68.19 37.84 308.11 255.02 20.82
4-WHEEL/OFF-ROAD 64.52 61.33 5.20 256.92 244.70 4.99
FOUR WHEELER 50.66 52.41 -3.34 256.38 242.10 5.90
GARDEN DESIGN 30.00 32.33 MAY/JUNE -7.21 109.16 112.94 -3.35
GENTLEMEN’S QUARTERLY 87.82 74.74 17.50 376.61 361.06 4.31
GLAMOUR 164.70 162.35 1.45 593.92 593.90 0.00
GOLF DIGEST 75.29 82.92 -9.20 307.80 378.49 -18.68
GOLF MAGAZINE 85.12 78.29 8.72 360.85 366.31 -1.49
GOOD HOUSEKEEPING 107.58 135.48 -20.59 480.04 572.31 -16.12
GUIDEPOSTS 30.00 45.80 -34.50 146.34 152.64 -4.13
GUNS & AMMO 82.61 72.80 13.48 268.49 255.82 4.95
HARPER’S BAZAAR 133.71 112.93 18.40 649.66 618.57 y 5.03
HARPER’S MAGAZINE 19.66 26.33 -25.33 98.81 108.65 -9.06
HEALTH 58.28 94.83 -38.54 267.50 340.50 -21.44
HOT ROD 51.75 61.88 -16.37 228.71 285.23 -19.82
HOUSE BEAUTIFUL 61.75 66.07 -6.54 210.74 211.52 -0.37
HUNTING (Apr/May) 28.93 23.69 22.12 108.81 84.88 28.19
INC. 67.71 62.83 7.77 221.15 227.09 -2.62
INSTYLE 260.11 258.60 0.58 1,055.62 1,001.05 5.45
INTERVIEW 34.00 35.33 -3.76 246.00 212.99 15.50
KIPLINGER’S PERSONAL FINANCE 21.77 33.66 -35.32 103.56 147.73 -29.90
LADIES’ HOME JOURNAL 70.55 96.11 -26.59 292.62 360.72 -18.88
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
MARTHA STEWART LIVING 62.63 78.80 -20.52 286.03 415.10 -31.09
MAXIM 33.08 36.55 -9.49 139.32 187.33 -25.63
MEN’S FITNESS 71.15 71.33 -0.25 237.63 280.27 -15.21
MEN’S HEALTH    65.65 80.72 -18.67 255.97 283.09 -9.58
MEN’S JOURNAL 89.12 85.33 4.44 262.75 269.09 -2.36
MONEY 41.90 42.58 -1.60 180.69 196.71 -8.14
MORE 82.47 101.88 -19.05 276.72 336.54 -17.78
MOTORCYCLIST 60.54 75.67 -19.99 240.49 249.76 -3.71
MOTOR TREND 65.15 69.57 -6.35 240.50 274.17 -12.28
MUSCLE & FITNESS 102.98 137.32 -25.01 535.11 700.93 -23.66
NATIONAL GEOGRAPHIC 19.02 32.70 -41.83 106.29 143.32 -25.84
NG KIDS 7.15 8.83 -19.03 19.84 17.29 14.75
NATURAL HEALTH (Apr/May) 41.28 40.18 2.74 121.26 115.64 4.86
O (OPRAH) 133.01 156.32 -14.91 466.76 563.19 -17.12
ORGANIC GARDENING (Apr/May) 50.26 45.61 10.20 97.75 92.46 5.72
OUTDOOR LIFE 32.75 32.71 0.12 121.28 144.13 -15.85
OUTSIDE   69.48 89.91 -22.72 241.17 281.78 -14.41
PARENTING (Early Years) 56.23 70.61 -20.37 241.66 279.76 -13.62
PARENTING (School Years) 59.46 57.76 2.94 211.40 223.19 -5.28
PARENTS 97.91 125.90 -22.23 421.62 506.78 -16.80
PEOPLE EN ESPAÑOL    83.43 97.85 -14.74 316.69 299.79 5.64
PENTHOUSE 17.16 15.99 7.32 88.07 80.80 9.00
PLAYBOY    31.70 25.38 24.90 155.90 145.99 y 6.79
POPULAR MECHANICS 70.97 87.86 -19.22 235.79 283.73 -16.90
POPULAR PHOTOGRAPHY 58.19 62.01 -6.16 294.53 326.46 -9.78
POPULAR SCIENCE 44.35 48.71 -8.95 187.98 242.85 -22.59
POWER & MOTOR YACHT #DIV/0! #DIV/0!
PREVENTION 48.46 69.15 -29.92 255.86 344.23 -25.67
READER’S DIGEST 78.76 57.33 37.38 325.82 284.94 14.35
REAL SIMPLE 127.54 162.38 -21.46 487.15 556.95 -12.53
REDBOOK 118.44 157.70 -24.90 461.76 519.75 -11.16
RELISH 9.80 14.63 -33.01 52.55 65.13 -19.32
ROAD & TRACK 66.48 72.82 -8.71 270.60 296.70 -8.80
ROBB REPORT 87.00 83.67 3.98 401.87 424.18 -5.26
ROD & CUSTOM 49.55 55.13 -10.12 259.15 298.96 -13.32
RUNNER’S WORLD 50.33 63.41 -20.63 262.04 245.57 6.71
SALTWATER SPORTSMAN 50.35 49.76 1.18 193.86 209.65 -7.53
SAVEUR 19.82 34.31 -42.23 106.13 152.22 -30.28
SCIENTIFIC AMERICAN 27.33 19.33 41.39 77.33 102.22 -24.35
SELF 91.31 107.23 -14.85 365.06 362.77 0.63
SEVENTEEN 58.76 69.80 -15.82 250.43 312.45 -19.85
SHAPE 85.80 125.53 -31.65 392.31 491.04 -20.11
SKI No Issue 75.81 84.02 -9.77
SMART MONEY 23.66 26.27 -9.94 135.64 154.18 -12.02
SMITHSONIAN 44.98 42.49 5.86 171.46 166.98 2.68
SOUND & VISION (Apr/May) 29.66 29.99 -1.10 78.48 98.30 -20.16
SOUTHERN LIVING 93.59 100.66 -7.02 382.92 402.70 -4.91
SPECTRUM, IEEE 22.25 20.25 9.88 120.57 117.59 2.53
SPORTS ILLUSTRATED KIDS 3.33 7.50 -55.60 27.16 37.65 -27.86
SPRY 9.70 8.60 12.79 36.95 48.10 -23.18
STYLEWATCH (PEOPLE) 122.36 129.51 -5.52 453.09 464.14 -2.38
SUCCESSFUL FARMING (May/June) 41.20 46.23 -10.88 320.19 315.06 1.63
SUNSET 45.76 69.02 -33.70 215.77 244.37 -11.70
TEEN VOGUE 68.02 70.35 -3.31 300.24 315.68 -4.89
TENNIS 25.30 41.00 -38.29 91.63 132.00 -30.58
TEXAS MONTHLY 198.25 157.79 25.64 683.86 662.31 3.25
THIS OLD HOUSE 50.24 58.97 -14.80 179.06 201.88 -11.30
TOWN & COUNTRY 77.56 69.70 11.28 333.60 328.01 1.70
TRADITIONAL HOME 89.67 74.98 19.59 217.96 182.21 19.62
TRAVEL + LEISURE 93.40 89.51 4.35 341.12 378.88 -9.97
TRIATHLETE 64.00 97.30 -34.22 319.40 440.65 -27.52
VANITY FAIR 103.79 110.72 -6.26 587.83 539.16 9.03
VEGETARIAN TIMES (Apr/May) 43.66 37.66 15.93 118.96 110.49 7.67
VELONEWS 42.60 52.80 -19.32 217.10 260.14 -16.54
VERANDA 98.35 86.86 13.23 251.17 243.81 y 3.02
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
WHOLE LIVING 43.50 60.55 -28.16 206.84 222.92 -7.21
WIRED 98.29 96.54 1.81 299.11 329.68 -9.27
WOMAN’S DAY15/2011 106.24 106.05 0.18 503.60 575.42 -12.48
WOMEN’S HEALTH 57.99 53.04 9.33 247.84 229.95 7.78
WORKING MOTHER (Apr/May) 56.33 44.31 27.13 109.80 102.84 6.77
UNITED HEMISPHERES 55.06 43.00 28.05 230.66 219.80 4.94
YACHTING 72.08 99.36 -27.46 463.28 515.67 -10.16
YOGA JOURNAL (Apr/May) 71.61 65.35 9.58 239.17 232.64 2.81
Total 10,455.83 11,110.82 -5.90 43,528.45 46,177.39 -5.74