Is this the slow death of the famous 'September Issue'?
The fashion magazine industry's most important month suffers
International fashion and lifestyle print magazines are experiencing success and defeat for their all-important September issue ad pages, and in general the industry continues to weather a commercial storm across the globe.
In America, of course, Vogue is the leader when it comes to September's advertising page tally, and this year pulled out the best count as usual at 631, however this is still a 4.5% decline from last year's 661 pages.
Vice President and Publisher for the title Susan Plagemann said the magazine continues to build on its, "defined position, both in the industry and with consumers." She noted that digital revenue has increased by 31% this year.
Vogue's digital revenue has increased by 31% from this time last year
Meanwhile, Time Inc.'s InStyle magazine, which is marking its 20th anniversary, came in second place with 485 pages, a 6% gain, while Hearst's ELLE netted 465 pages, an increase of 5.2%, and Harper's Bazaar up next with 444 pages – an 11.6% rise.
Other significant results included:
W – 303 pages, 5.2% increase
Glamour – 215 pages, 4% decline
Vanity Fair – 232 pages, 1.9% decline
Lucky – 90 pages, 34.3% decline
Teen Vogue – 112 pages, 33.9 % decline
Marie Claire – 265 pages, 7.3% increase
Cosmopolitan – 188 pages, 9.1% increase
Town & Country – 143 pages, 25.4% increase
Seventeen – 106 pages, 6.2% decline
WSJ. Magazine, which will feature Daria Werbowy on its September cover said it is producing the largest issue in the title's six-year history. Advertising pages rose to 90, marking a 23.3% increase for the month.
Similarly T The New York Times Style Magazine's ad pages upped to 157, with a 4% rise. Vice President of Luxury Advertising Brendan Monaghan commented that it was T's largest fashion issue in more than six years. He also estimated that the publication would likely add three to five more pages before the month closes. "Growth was fuelled by international fashion; up 10%, luxury, up 22%, and American fashion, up 4%," he said, noting that new advertisers included Brian Atwood, Diesel, Oscar de la Renta, Paige Denim, Phillip Lim, Seven For All Mankind and Target.
When it comes to the men's fashion titles, GQ has said that ad pages are even to last year at 203, while Details had a 10% decline in pages to 132.