BREAKING NEWS & VIEWS
Top 5 March Boxscores: Vanity Fair Takes Fashion Mags on Ad-Page High
Wednesday, February 22, 2012
When min released editor-in-chief Steve Cohn's Spring Women's Fashion/Beauty Review, the writing appeared on the runway wall. March 2012 was a successful advertising season for almost all the fashion mags compared with last year, and the publishers were enthusiastic about 2012. In fact, four of the top five monthly magazines in March (out of 150 mags tracked in min) were on the runway based on highest advertising gains: Marie Claire (+42.95 additional ad pages in 2012 compared with 2011), W (+40.65), InStyle (+38.22) and Harper's Bazaar (+37.20). The top ranking monthly, however, was Vanity Fair's celebrity-driven gatefold Hollywood issue, which scored highest with an increase of 44.09 ad pages.
Crunching the 150 monthly boxscores numbers, we found first quarter 2012 showing a meager -6.32% with only 34 of these mags showing ad-page gains. March alone fared -2.85% with only 66 showing improvement in 2012
Here is the top 5 chart.
1) Vanity FairAlthough the entire Vanity Fair ad staff is in Los Angeles for "Campaign Hollywood" ahead of Sunday's (Feb. 26) famous Academy Awards dinner and after-party, we were able to track down VP/publisher Edward Menicheschi to talk about the successful Hollywood issue that reached the top slot in min's monthly magazine ad-page chart. Edward Menicheschi credits the increase "to significant [growth] in all luxury sectors of the business...especially retail [Neiman Marcus, Nordstrom, Barney's], fashion [Versace and Juicy Couture], beauty and automotive." Also, two of the biggest advertisers are "Campaign Hollywood" co-sponsors Chrysler and L'Oréal Paris.
Vanity Fair's Hollywood (launched in 1995) is now on mobile app, the iPhone, iPad and Android Smartphone—all allowing users to vote for their favorite Oscar nominees and share their picks with friends on Facebook and Twitter.
2) Marie ClaireVP/publisher/chief revenue officer (since Dec. 2009) Nancy Cardone celebrates the 18-year-old Marie Claire's largest March ever with ad pages +31% versus 2011 and +51% versus 2010. "Growth in the core categories of fashion/retail/luxury (+25%) and beauty (+31%) was driven by increased business from current partners [i.e., Estée Lauder, Dior] and new business [i.e., Louis Vuitton, Bulgari], including an exclusive 10-page multi-brand LVMH fashion/luxury unit off the second cover," she says. "The issue also saw strong momentum in the lifestyle category [automotive, financial, and technology] reflecting the multifaceted interests of our readers."
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Greer Jonas is managing editor of min.
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