US: InStyle, out Vogue in ad pages

Posted: Tuesday, 18 May 2010 - 6:02pm Bookmark and Share

The fashion-magazine category has a new "it" title.

According to Media Industry Newsletter data published yesterday, Time Inc.'s InStyle has won the ad-page war year-to-date, beating Condé Nast's Vogue in the closely watched race that often serves as a bellwether for the broader magazine industry.

MIN stats show that InStyle so far this year has pulled in 1,103.21 ad pages, a 10 percent jump from a year ago, even after Time Inc. last year scrapped its weddings spin-off, which had 65 ad pages in 2009.

By comparison, Vogue recorded a nearly 8 percent rise in ad pages year-to-date to 987.05.

Rounding out the top five was Elle, which recorded a 5 percent increase to 939; Harper's Bazaar, with a 17 percent increase to 755.15; and W, down 14 percent to 423.

Fashion magazines, which often attract luxury advertisers, are considered an important barometer of the health of the magazine publishing industry, as they are often the first to pull out of a slump.

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