Media Industry Newsletter has fashion magazines’ ad page counts for the first three months of 2010, and several have seen notable increases. InStyle and Lucky were each up by 17 percent, and Marie Claire by 23 percent. So: celebrities, shopping, and whatever Marie Claire‘s is doing are apparently. Fancier titles didn’t fare as well. W had a 22 percent decline, and Vogue 0.59 percent.
WWD is cautiously optimistic:
After a bruising 2009, advertisers clearly have remained cautious when it comes to spending during the first quarter of the new year — although the numbers are at least heading in the right direction.
But as Fashionista points out, raw page numbers don’t necessarily translate to financial gains:
There’s a huge chance that Marie Claire, despite the fact it’s doing better than last year in terms of ad pages, didn’t make much bank. (We won’t know until the Publisher’s Information Bureau releases 1st quarter sales figures in a couple of months.) Vogue‘s ad pages may be flat, but they claim not to negotiate rates, so are their results actually better?