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Top 5 Fashion Mags: Runway Spring Preview
Monday, January 25, 2010
Steve Cohn

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This week in min we explore our annual exclusive Spring Preview of Women's Fashion Magazines, packed with covers and boxscore data comparing 2010 to 2009. We wrote one year ago (January 26, 2009) that it was Wall Street—not Seventh Avenue or similar fashion miles in Paris and Milan—that dragged the beauty/fashion sector down to their worst performances in memory. Welcome to 2010 and hopefully a year that the "what goes down must go up" portion of Sir Isaac Newton’s 18th century laws of gravity will be adhered to.

Things are up big-time at InStyle, where the turnaround engineered by hired-in-February 2009 publisher Connie Anne Phillips accelerated to a +33.5% advertising-page March issue after a more modest but still noteworthy +3.7%/+3.6% September and December 2009. “We have 82 advertisers new or returning to March that brought in 129 ad pages,” she says.

This summer, Phillips will begin competing with her own success, a challenge that starts in April for her Time Inc. colleague, People StyleWatch publisher (since September 2007) Michelle Myers. The People spin-off has become a hit in the mid-scale fashion marketplace, with a near tripling of March 2010 ad pages after the same month a year ago was -18.78%. Almay, Sally Hansen and Lancome are among StyleWatch’s many first-time advertisers.

Lucky is of a similar mid-scale genre to StyleWatch (and with its 10th anniversary coming in December is the more senior of the two), and as VP/publisher (since January 2008) Gina Sanders told us last week, the first quarter produced a +17% differential with 17 new advertisers (Diesel, Lands’ End, Ed Hardy Footwear, etc.) in a +18% March.

Below is a table of the top 5 fashion magazines for March. See the full report, including the complete chart of 22 fashion/beauty magazines and their 2009-2010 first quarter data.



If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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