Fashion Rocks…Not.

The fall fashion magazine watch has begun.  But where the September issues of the fashion magazines used to be weighed – “Vouge comes in at 26 lbs!”  – there is now a simple ad page count, which, for all but one magazine, is preceded by a minus sign.  WWD summed up the calamity in a this-September-compared-to-last-September list:

W* (trade) -47%

Vogue September 2009 cover

Vogue September 2009 cover

VOGUE* -30%
ALLURE* -28%
HARPER BAZAAR* -26%
GLAMOUR* -25%
DETAILS -24%
VANITY FAIR -24%
GQ* -23%
ELLE* -21%
MARIE CLAIRE* -20%
COSMOPOLITAN* -19%
LUCKY* -19%
ESQUIRE* -18%
TEEN VOGUE* -17%
ESSENCE* -16%

InStyle September 2009 cover

InStyle September 2009 cover

IN STYLE 1%

And then there is PEOPLE STYLE WATCH*, which is usually not included in “fashion magazines” but is up 14%.

These numbers do not include pages for the “Fashion Rocks” annual event, which was canceled this year.

Some interesting observations from the pundits:

“Ads for ice cream, cleaning products and deodorant befit consumers looking for InStyle’s approachable fashion ethos, while arty ads for international fashion labels suit Vogue’s aesthetic.”  (Forbes.com)

“In an economic downturn, conventional wisdom dictates that luxury advertising is the first to go, and that hurts the escapist fashion titles the most.”  (Mediaite.com)

“Some of these September pages may just be getting moved from other issues that would have been on advertisers’ schedules in a better economy.” (AdAge)

“Ah, the September Issues-when fashion magazines sell more ads than any other month, and staffers gorge themselves on parsley, in celebration.”  (Gawker.com)

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