Final September ad page numbers are in, and it looks like the fattest of the fashion behemoths won’t be packing quite as many pounds this year as last. Vogue, as ever, tops the totem pole, weighing in at 689 pages. While that’s even more than last year’s record-setting 651-pager, this year’s number gets a boost from the first stand-alone issue of Men’s Vogue, which is expected to carry at least 120 pages. (Just how many of those will be counted towards Vogue’s total was unknown at press time.) W, which will have the second-heftiest September issue, will actually boast a bigger folio this year – 388 pages – but fall short of the overall mark set last September, which factored in a 24-page Guess onsert. Among the other leaders, Elle and Harper’s Bazaar are up from last year, while In Style and Lucky are down. Vogue, W and Lucky are part of Advance Publications Inc., parent of WWD.

Ranked by ad pages

  1. Vogue: 689 (including approximately 120 in Men’s Vogue)
  2. W: 388
  3. In Style: 369
  4. Elle: 347
  5. Harper’s Bazaar: 275
  6. Cosmopolitan: 250
  7. Lucky: 245
  8. Glamour: 236
  9. Marie Claire: 170
  10. Allure: 143
  11. Jane: 111
  12. Shop Etc.: 107
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