Michael Boodro, the Editor-in-Chief at Elle Decor, is having some success in a category that hasn’t had much lately. WWD reports that Boodro is making progress with each issue:

[Boodro] managed to buck the sliding circulation and ad page trend that has plagued many of his peers during the first half, with newsstand up 6 percent to 92,275, despite a cover price increase to $5.99. Ad pages rose 11 percent to 524 and for the second half, Elle Decor published its largest September issue ever, up 26 percent.

The secret might be in Boodro understanding what the brand is and not trying to be anything more than that. “We’re not going to get Valentino or Karl Lagerfeld,” said Boodro. “They will go to Vogue or Harper’s Bazaar, but I don’t think we’re competing with say, Lonny, in terms of projects. There is a validity to beautiful pictures on paper and a hunger for that.”