We’re starting to get a sense of how bad a hit the mag industry has taken this year. WWD is reporting that fashion and luxury titles have borne the brunt. The industry as a whole saw a 10% decline in ad pages in the third quarter as a result of significantly reduced spending from major ad categories like “pharmaceutical, automotive, technology, and beauty.” However, the numbers get even scarier where fashion is concerned:
According to publishers’ estimates to be filed to PIB, fashion magazines on the whole reported double-digit drops through 2008. Conde Nast‘s fashion magazines carried fewer pages in December because of the company’s decision to forego the marketing program Movies Rocks. Vanity Fair lost 84 pages as a result of the cancellation of the supplement…Glamour (down 12.4 percent); W (12.7 percent), Lucky (11.3), Teen Vogue (10.2) and GQ (11.5). Vogue‘s pages declined nearly 10 percent.
Elsewhere it looks ever bleaker. More is down 30%, Real Simple 18%, O, The Oprah Magazine lost 14 percent, and Esquire‘s pages declined 14 percent. However! There is still light on the horizon in the form of Elle and Men’s Journal, which both reported 3 percent increases in ad pages and Womenâ€™s Health and Best Life, which also posted gains.
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