Fashion magazines are reporting gains in ad pages for their critical September issues, enough to break records at some.
The poster for ‘The September Issue,’ the 2009 documentary about Vogue
With ad sales now closed for its upcoming September edition, for example, Hearst Magazines’ Elle magazine says it will publish its largest issue to date, with 442 ad pages, a 12% gain from September 2012. Sibling Harper’s Bazaar will also have its largest issue yet, notching 397 ad pages, good for a 10% boost. And Hearst’s Marie Claire said its September will top all of its previous issues with 246 ad pages, up 13.5% from last year.
Through the first half of 2013, magazines saw an overall decline in print ad pages of 4.9%, according to the Publishers Information Bureau. But print advertising remains vital especially for fashion and luxury brands, publishers say.
“As much as we are in a digital world, where the audience really aggregates in a big way is print,” said Michael Clinton, president-marketing and publishing director at Hearst Magazines. “The consumer proof point continues to be that the print brand is driving it all.”
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