MarketingProfs

MediaBuyerPlanner: In September, fashion magazines boost their page counts and fatten up with substantial fashion spreads and increased advertising from the fashionable elite.
This year, magazines generally not considered to be in the fashion space have snared fashion advertisers and increased advertising for the month. For example, Oprah’s O magazine snagged Polo Ralph Lauren and DKNY for its September issue, which jumped 56.4 percent in ads over last September, according to the New York Times. Martha Stewart Living grew 69.5 percent in ad pages over last year.
Town & Country, too, has announced its biggest “Special Fall Fashion Issue,” while Good Housekeeping’s September issue has ads for Dockers and Liz Clairborne and Ladies’ Home Journal includes Sag Harbor ads.
However, the leading fashion magazines will still rule the September newsstands: Harper’s Bazaar increased ad pages 13.3 percent over last September; Elle grew 6.9 percent; and Glamour grew 15.4 percent.
Vogue dropped 9.5 percent, but according to a spokesperson for the company, the loss is likely attributed to the fact that last year, Vogue launched its first Men’s Vogue issue, and those ad pages were included with Vogue.
Related stories:
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Stellar September for Fashion Mags
‘Men’s Vogue’ to Go Bi-Monthly