Print Magazines Are Actually Doing Okay In Tough Economic Times

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Sure, much of the country is still unemployed, struggling to pay bills, and plan for the future but things are (sort of) looking up for one unlikely sector: Print magazines! Fashion publications, both mainstays like Vogue and add-ons like T magazine or WSJ., have seen swings in recent years as advertisers and content creators alike struggle to manage the balance between online and print in the world of high-end glossies. But according to WWD, a select few magazines have actually seen an uptick in ad pages in the first half of 2013.
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The news is particularly welcome considering the added pressure on upcoming September issues, but compared to the first half of 2012, the across-the-board numbers aren't much to look at — down 4.8% this January-March, compared to the same period in the previous year. However, last year's leaders came out on top again in 2013. Allure, Marie Claire, and W all saw an increase, and while the percentage was minimal for the first two, W is beating its previous scores by 9%. Even with only 10 issues per year, Harper's Bazaar also had more pages than previously. On the other hand, titles like Vanity Fair, O, and Glamour are all down and out. Best of all were titles in men's and food categories, with Bon Appétit seeing a 25% increase.
Hopefully, that means we can expect the usual goodness from our favorite September issues, but it's hard to say whether or not there's actually more money in the bank, since the mags don't release the rates they charged for the ad pages. It's a tricky business, but for now, things aren't going all that bad. (WWD)
Image: Courtesy of Harper's Bazaar.
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