Caitlyn Jenner’s cover shoot for the July issue of Vanity Fair nearly quadrupled the Condé Nast-owned site’s traffic when it was posted in June, from 4.3 million unique visitors to 15.4 million, according to new data released by Comscore.
Vanity Fair stole some of sister title Glamour’s thunder with the top-secret interview and shoot of the transgender former Olympian’s transition from Bruce to Caitlyn. Glamour had scored its own scoop in its July issue that Kim Kardashian, Jenner’s stepdaughter, was pregnant with her and Kanye West’s second child. The cover story most likely would have pulled more traffic for Glamour if it hadn’t been for Vanity Fair’s coup, insiders told WWD. But Glamour still got a 36 percent boost in traffic with 6.2 million unique visitors versus 4.6 million in June 2014.
While Caitlyn hasn’t fronted any other magazines yet to gauge her staying power, the impact of Kim K can be measured — and it’s ephemeral, at best.
Paper Magazine saw the “Keeping Up With the Kardashians” star’s clout when it featured her in November in the comical, yet provocative photo shoot by Jean-Paul Goude. About 4.3 million visitors flooded Paper’s site to see Kardashian’s post-pregnancy nudes, which both she and the magazine boasted would “break the Internet.” That never happened, but Paper hasn’t seen anything close to that kind of traffic since, according to Comscore, which provided WWD with seven months of subsequent data. In December, Paper logged 177,000 uniques, followed by January’s 122,000 and February’s 193,000. Things have been decidedly slow for the magazine’s site since then, with just 66,000 uniques in March, 57,000 in April and 46,000 in May. June’s Miley Cyrus cover gave Paper a bump back to six-figure land with 738,000 uniques. (It should be noted that Paper publishes six issues a year, which limits its steady flow of buzzy content.)
Kardashian’s other big cover was on Vogue, which featured wedding photos of the reality star and West. Although that April 2014 cover raised many an eyebrow, it didn’t draw major traffic. Comscore said Vogue. com attracted 2.2 million when it posted the photos at the end of March. That number held the following month, and is on par with the kind of traffic the site currently reels in. Last month, Vogue pulled 2.4 million uniques with its cover story on model Cara Delevingne versus June 2014, when 1.7 million viewers came to the site to see cover star Charlize Theron.