Overall, The Monthlies Had An Unfashionable March (-2.85%)

02/20/2012

And first quarter (-6.32%), as the women’s fashion magazines’ March success ( min, January 30, 2012) and that of Vanity Fair’s fashion-filled Hollywood (+20.28%) did not–in general–extend to the nonendemics. Here is the quarterly timeline:

2009 2010 2011 2012
1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr.
-21.54% -23.81% -21.17% -17.09% -5.70% +4.86% +8.65% +7.77% +1.15% +1.69% -4.97% -6.76% -6.09%
MARCH MARCH % of YTD YTD % of
2012 2011 Diff. 2012 2011 Diff.
ALL YOU 64.80 63.30 2.37 161.60 204.90 -21.13
ALLURE 143.16 136.45 A 4.92 273.04 232.24 17.57
AMERICAN BABY 37.02 47.08 -21.37 97.42 123.61 -21.19
ARCHITECTURAL DIGEST 71.53 91.71 -22.00 248.72 201.76 23.28
ART NEWS 47.50 59.21 -19.78 141.21 147.59 -4.32
ATLANTIC MONTHLY, THE 31.83 37.17 -14.37 74.49 79.84 -6.70
AUTOMOBILE 39.49 35.82 10.25 95.82 105.48 -9.16
BABY TALK 37.01 39.51 -6.33 78.29 82.47 -5.07
BETTER HOMES AND GARDENS 121.42 118.55 2.42 282.68 319.12 -11.42
BICYCLING   40.81 40.65 0.39 85.13 84.47 0.78
BLACK ENTERPRISE 22.98 19.79 16.12 87.63 100.29 -12.62
BLOOMBERG MARKETS 41.00 50.00 -18.00 135.00 172.00 -21.51
BOATING 39.35 41.39 -4.92 122.79 115.53 6.28
BON APPÉTIT 49.31 49.31 0.00 109.02 131.19 -16.90
BOYS’ LIFE 8.25 18.16 -54.57 16.89 26.20 -35.53
BRIDES 250.96 282.36 -11.12 769.72 850.17 -9.46
CAR AND DRIVER 50.32 52.36 -3.90 148.96 167.99 -11.33
CAR CRAFT 32.76 37.10 -11.70 109.78 112.80 -2.68
CHICAGO 121.25 102.92 17.81 329.21 320.69 2.66
CIRCLE TRACK 55.25 51.24 7.83 174.76 183.07 -4.54
COASTAL LIVING 28.20 42.80 -34.11 60.00 78.90 -23.95
COMPETITOR 42.08 54.33 -22.55 154.98 x 104.23 48.69
CONDÉ NAST TRAVELER 60.79 52.17 16.52 210.23 201.93 4.11
COOKING LIGHT   68.90 106.40 -35.24 171.80 213.90 -19.68
COSMOPOLITAN 116.97 101.04 15.77 265.64 262.37 1.25
COUNTRY LIVING 55.67 67.73 -17.81 109.27 141.69 -22.88
CRUISING WORLD 63.42 68.67 -7.65 197.17 203.80 -3.25
CYCLE WORLD 42.16 38.00 10.95 109.11 110.50 -1.26
DASH 7.30 7.00 4.29 23.76 x 16.30 45.77
DETAILS 98.86 98.86 0.00 128.42 124.32 3.30
DIRT RIDER 65.11 65.24 -0.20 193.77 177.70 9.04
DISCOVER 13.23 20.08 -34.11 31.23 42.72 -26.90
DWELL 59.00 60.00 -1.67 113.00 118.00 -4.24
EBONY   68.60 54.88 25.00 138.23 116.17 18.99
ELLE 313.96 312.88 0.35 499.38 520.05 -3.97
ELLE DECOR (Feb/Mar) 87.34 112.64 -22.46 158.10 x 112.64 40.36
ENTREPRENEUR 64.00 66.36 -3.56 221.22 232.02 -4.65
ESQUIRE 78.74 76.64 2.74 171.64 158.11 8.56
ESSENCE 95.20 117.29 -18.83 225.61 280.98 -19.71
EVERYDAY FOOD 42.00 34.50 21.74 70.00 71.88 -2.62
EVERY DAY/RACHAEL RAY 43.35 54.04 -19.78 97.17 106.85 -9.06
FAMILY CIRCLE 109.92 102.75 6.98 259.90 297.62 -12.67
FAMILY FUN 25.50 42.39 -39.84 60.20 85.61 -29.68
FAMILY HANDYMAN 52.33 49.14 6.49 96.35 99.19 -2.86
FAST COMPANY 60.28 55.39 8.83 95.86 91.82 4.40
FIELD & STREAM 39.96 49.25 -18.86 73.67 103.98 -29.15
FITNESS 69.97 71.47 -2.10 211.43 219.98 -3.89
FLEX 197.78 184.20 7.37 567.69 578.99 -1.95
FLYING 38.75 33.67 15.10 104.58 105.83 -1.18
FOOD & WINE 61.90 64.74 -4.39 180.46 192.47 -6.24
FOOD NETWORK MAGAZINE 71.17 66.92 6.35 121.78 125.53 -2.99
4-WHEEL/OFF-ROAD 47.02 42.42 10.84 144.13 137.28 4.99
FOUR WHEELER 41.38 41.11 0.66 150.49 137.62 9.35
GARDEN DESIGN 25.33 25.33 0.01 49.16 50.66 -2.95
GENTLEMEN’S QUARTERLY 128.02 133.16 -3.86 196.54 202.71 -3.04
GLAMOUR 181.00 171.51 5.53 291.01 293.54 -0.86
GOLF DIGEST 57.26 90.40 -36.66 136.55 200.43 -31.87
GOLF MAGAZINE 78.06 80.25 -2.73 178.38 197.41 -9.64
GOOD HOUSEKEEPING 97.82 115.95 -15.64 258.85 307.69 -15.87
GUIDEPOSTS 33.25 30.34 9.59 82.84 80.84 2.47
GUNS & AMMO 47.89 47.76 0.26 132.69 131.88 0.61
HARPER’S BAZAAR 271.98 234.78 15.84 365.90 370.38 y -1.21
HARPER’S MAGAZINE 21.83 20.16 8.28 60.49 60.00 0.82
HEALTH 69.88 82.68 -15.48 146.15 180.45 -19.01
HOT ROD 51.95 52.34 -0.75 134.90 165.97 -18.72
HOUSE BEAUTIFUL 43.95 53.10 -17.23 83.10 88.26 -5.85
HUNTING (Feb /Mar) 28.93 25.26 14.53 79.88 61.19 30.54
INC. 50.75 60.22 -15.73 92.76 109.72 -15.46
INSTYLE 346.48 308.26 12.40 531.47 496.20 7.11
INTERVIEW 116.00 85.33 35.94 155.00 131.33 18.02
KIPLINGER’S PERS. FINANCE 17.97 25.11 -28.43 53.93 81.44 -33.78
LADIES’ HOME JOURNAL 78.73 94.56 -16.74 156.57 188.26 -16.83
LATINA 68.92 49.17 40.18 110.91 88.33 25.56
LUCKY 106.24 135.43 -21.55 175.00 204.67 -14.50
MARIE CLAIRE 179.74 136.79 31.40 287.13 260.86 10.07
MARTHA STEWART LIVING 54.13 88.00 -38.49 152.00 227.73 -33.25
MAXIM 29.53 41.53 -28.89 85.41 113.66 -24.85
MEN’S FITNESS 49.66 71.83 -30.86 106.16 143.12 -25.82
MEN’S HEALTH    79.32 69.43 14.24 130.00 142.38 -8.70
MEN’S JOURNAL 64.83 67.70 -4.24 121.00 123.40 -1.94
MONEY 42.00 55.05 -23.71 93.44 106.38 -12.16
MORE 66.97 81.63 -17.96 126.85 152.97 -17.08
MOTORCYCLIST 42.68 52.67 -18.97 115.67 113.34 2.06
MOTOR TREND 47.27 49.49 -4.49 124.05 147.30 -15.78
MUSCLE & FITNESS 107.51 135.32 -20.55 310.95 399.76 -22.22
NATIONAL GEOGRAPHIC 21.84 29.77 -26.64 60.59 82.93 -26.94
NG KIDS 3.00 6.70 -55.22 3.72 8.02 -53.62
NG TRAVELER 39.90 37.11 7.52 75.17 82.87 -9.29
NATURAL HEALTH 40.50 37.21 8.84 79.96 75.46 5.96
O (OPRAH) 87.74 108.69 -19.28 213.83 281.83 -24.13
ORGANIC GARDENING (Feb/Mar) 47.79 46.85 2.01 47.79 46.85 2.01
OUTDOOR LIFE 29.84 33.74 -11.56 56.82 79.29 -28.34
OUTSIDE   38.66 51.66 -25.16 106.86 122.48 -12.75
PARENTING (Early Years) 72.03 72.56 -0.73 130.90 137.06 -4.49
PARENTING (School Years) 47.79 55.74 -14.26 102.80 113.12 -9.12
PARENTS 98.54 93.81 5.04 210.23 263.63 -20.26
PEOPLE EN ESPAÑOL    84.57 69.81 21.14 138.22 123.08 12.30
PENTHOUSE 17.33 16.62 4.27 52.33 49.48 5.76
PLAYBOY    35.58 25.50 39.53 92.29 91.12 y 1.28
POPULAR MECHANICS 41.51 50.40 -17.64 112.41 135.22 -16.87
POPULAR PHOTOGRAPHY 59.03 58.60 0.73 174.26 200.63 -13.14
POPULAR SCIENCE 36.33 40.51 -10.32 102.26 143.98 -28.98
POWER & MOTOR YACHT 75.83 71.00 6.80 262.92 277.83 -5.37
PREVENTION 52.73 63.30 -16.70 158.03 193.87 -18.49
READER’S DIGEST 77.31 72.49 6.65 170.60 157.44 8.36
REAL SIMPLE 114.55 110.48 3.68 241.91 263.36 -8.14
REDBOOK 85.36 86.42 -1.23 241.34 252.36 -4.37
RELISH 12.20 11.55 5.63 33.25 39.30 -15.39
ROAD & TRACK 42.33 52.90 -19.98 150.48 169.22 -11.07
ROBB REPORT 94.00 91.67 2.54 239.27 254.00 -5.80
ROD & CUSTOM 41.44 57.26 -27.63 167.34 194.62 -14.02
RUNNER’S WORLD 45.16 42.50 6.26 135.64 129.50 4.74
SALTWATER SPORTSMAN 48.83 56.64 -13.79 96.53 104.95 -8.02
SAVEUR 25.00 37.61 -33.53 57.31 80.24 -28.58
SCIENTIFIC AMERICAN 10.33 9.67 6.83 35.83 46.72 -23.31
SELF 77.51 74.89 3.50 191.99 176.80 8.59
SEVENTEEN 55.58 81.28 -31.62 128.86 158.97 -18.94
SHAPE 75.63 93.46 -19.08 222.88 271.07 -17.78
SKI ­——— No Issue ——— 75.81 84.02 -9.77
SMART MONEY 24.50 30.69 -20.17 67.42 89.26 -24.47
SMITHSONIAN 27.12 31.69 -14.42 91.77 83.52 9.88
SOUND & VISION (Feb/Mar) 22.83 33.49 -31.83 48.82 68.31 -28.53
SOUTHERN LIVING 80.72 87.00 -7.22 206.32 215.01 -4.04
SPECTRUM, IEEE 23.08 28.50 -19.02 73.41 74.92 -2.02
SPORTS ILLUSTRATED KIDS 9.50 4.83 96.69 15.83 22.16 -28.56
SPRY 7.20 8.50 -15.29 20.65 33.00 -37.42
STYLEWATCH (PEOPLE) 135.11 145.33 -7.03 198.67 202.62 -1.95
SUCCESSFUL FARMING 88.82 86.90 2.21 230.70 229.24 0.64
SUNSET 41.56 46.64 -10.89 118.67 129.35 -8.26
TEEN VOGUE 94.62 104.94 -9.83 156.43 150.80 3.73
TENNIS 23.30 32.20 -27.64 46.63 57.00 -18.19
TEXAS MONTHLY 126.70 153.88 A -17.66 332.82 365.36 -8.91
THIS OLD HOUSE 38.16 53.20 -28.27 82.52 87.02 -5.17
TOWN & COUNTRY 86.27 82.07 5.12 203.66 209.95 -3.00
TRADITIONAL HOME (Feb/Mar) 52.60 38.52 36.55 52.60   38.52   36.55
TRAVEL + LEISURE 72.96 72.10 1.19 189.21 206.03 -8.16
TRIATHLETE 55.50 71.49 -22.37 201.30 272.85 -26.22
UNITED HEMISPHERES 49.80 46.60 6.87 128.90 133.60 -3.52
VANITY FAIR 261.51 217.42 20.28 358.98 320.02 12.17
VEGETARIAN TIMES 34.82 31.83 9.39 34.82 31.83 9.39
VELONEWS 32.20 44.75 -28.04 150.20 167.54 -10.35
VERANDA (Mar /Apr) 99.66 50.62 M 96.88 150.82 93.17 61.88
VOGUE 442.87 426.74 3.78 638.06 621.13 2.73
W 203.62 162.98 24.94 309.62 265.42 16.65
WHOLE LIVING 62.33 46.49 34.07 110.83 102.55 8.07
WIRED 50.48 64.02 -21.15 147.54 177.70 -16.97
WOMAN’S DAY 116.35 127.24 -8.56 272.20 317.92 -14.38
WOMEN’S HEALTH 57.49 51.33 12.00 119.20 115.53 3.18
WORKING MOTHER (Feb/Mar) 53.47 58.53 -8.65 53.47 58.53 -8.65
YACHTING 115.42 115.99 -0.49 300.34 310.23 -3.19
YOGA JOURNAL 46.38 44.58 4.04 167.58 167.29 0.17
TOTALS 10,688.14 11,002.10 -2.85 23,709.83 25,247.05 -6.09

x = One extra issue in 2012; y = One extra issue in 2011; M = March 2011 issue;

A = Anniversary issues ( Allure’s 20th and Texas Monthly’s 40th anniversaries were in March 2011)