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BREAKING NEWS & VIEWS

Harper's Bazaar Gets September Issue Buzz Online


Wednesday, September 2, 2009


The famously important September issues of fashion books are struggling this year, but some titles may be able to recapture that seasonal mojo online. Harper's Bazaar reports that its August audience expanded to 2 million users—the increase represents meteoric growth for the brand. According to min’s Digital Boxscores, June traffic to the site was under 300,000 users, with year-over-year growth of 44%.

Ironically, the most popular features for this fashion site involved atypical topics: a pictorial of supermodels without makeup  and a makeover for U.K. amateur singer Susan Boyle.

Publishers Information Bureau figures show revenue declines of 20% and up for most of the major fashion books this year as September issues came in unfashionably skinny. Hearst’s title benefited this month from the supermodel portfolio and the Susan Boyle makeover, which the media reported on widely.

Whether the site is effectively monetizing that newfound popularity is less clear, however. With the exception of a rich media unit for an online retailer and an ad for Saks, almost all of the static and video inventory on the magazine’s Web site pages are filled by in-house promotions or post-search text ads from third-party network Chitika. In the past month, however, both Neiman Marcus and Burberry have run campaigns on the site.

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COMMENTS
1.
Being from the Netherlands i had never heard of harpers bazaar. But then when Susan Boyle did the make over I think everybody who is a fan of her,s wanted a Harpers b. And friends In America are sending them over to the Netherlands, Susan looked wonderful Harpers Bazaar did a winderful job, thank you. regards Anne.
Posted by Anne on Wednesday, September 2, 2009 @ 09:27 AM
2.
So why isn't Susan Boyle (or at least some indication of her article) on the front? I know of several people who bought this issue just for that article - and Harper's did a great job of capturing her. She "brushes up well" as she said. I'm glad the clothes, make-up and hair were all natural and allowed her to shine through.
Posted by cheesehead on Wednesday, September 2, 2009 @ 09:50 AM
3.
I WOULD SAY THE INCREASE IN SALES IS DUE TO THE USA FAN BASE OF SUSAN BOYLE. I WAS UNABLE TO OBTAIN A COPY AND THE GENTLEMAN WHO TRIED FOR ME HAD TO SUBSCRIBE TO A YEAR'S ISSUES IN ORDER TO DO SO! PRAISE TO SUSAN BOYLE
Posted by SR MARY JOSEPH on Wednesday, September 2, 2009 @ 01:29 PM
4.
I rather imagine HB's increase in sales was due to the article on Susan Boyle. Susan has millions of global fans, and her photo shoot was extremely popular with them. HB did a fantastic job for Susan, and those people who normally would not purchase such a magazine were buying several copies because of her. She is magnificent.
Posted by Lonnirose on Wednesday, September 2, 2009 @ 05:10 PM
5.
Yay HB! I bought five September issues just for the Susan Boyle spread, and I have never bought an HB before in my life! Way to go! She was so beautiful after the makeover HP gave her. Maybe finally some other magazines will take the hint and realize that SusaFans WILL buy her articles and CDs! :)
Posted by Misti in Seattle on Thursday, September 3, 2009 @ 01:28 AM
6.
Steve, Thanks for mentioning my company, Chitika. Especially in '09 I have stressed a couple of items for both publishers and advertisers. Advertisers can leverage Chitika as a strategic channel to find end users who are interested in their products and services. Publishers can earn great revenue by leveraging Chitika (and we have unlimited inventory available). We've been fortunate to see great revenue growth across our publisher base this year, and we've been able to provide high quality traffic to our advertisers. We will keep working to help publishers figure out the best ways to monetize their traffic while we continue to help the advertisers earn great returns on their ad buys.
Posted by Jeff Sable on Thursday, September 3, 2009 @ 09:46 AM
7.
They were fools not to put Boyle on the cover.
Posted by A Great Thinker on Thursday, September 3, 2009 @ 01:36 PM
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