During the first half, only two men’s titles posted ad page declines and they both happen to be published by Condé Nast. GQ’s ad pages slipped 3 percent to 485, although the monthly did report the most total ad pages for the period in the category. Details finished the period down 2.8 percent to 311 pages, according to Media Industry Newsletter. Over at Hearst Magazines, Esquire reported ad pages up 12.5 percent to 410. Rounding out the category, Men’s Health rose 4 percent to 377 pages and Men’s Journal posted a 5 percent increase to 353 pages.
Among lifestyle magazines, Vanity Fair had the biggest increase, up 6.5 percent to 650 pages. O, The Oprah Magazine posted a 3.8 percent rise in paging to 671, and Martha Stewart Living, which just hired new editor in chief Pilar Guzman, was up 2 percent to 507 pages. The category leader had a tougher time, though: Time Inc.’s Real Simple fell 6.6 percent to 688 pages. More was down 3.3 percent to 401 pages and Redbook reported a 1.6 percent decrease in ad pages to 635.
This story first appeared in the May 23, 2011 issue of WWD. Subscribe Today.
For core fashion titles, Harper’s Bazaar, which just hired new publisher Carol Smith, finished the first half down 5.4 percent to 712 pages. In contrast, Elle (soon to join Hearst) posted the largest increase in the category, up 15 percent to 1,082 pages. Vogue reported an 11 percent rise to 1,094 pages, while InStyle was up 4.7 percent to 1,156 pages (the most ad pages for any fashion title). W finished the half up 5 percent to 440 pages.