Ad pages increased again in women's fashion magazines' important March issues, which see designers introduce new collections every spring and only trail September in importance to publishers.
March ad pages grew by double-digits percentages at a few titles and by smaller margins at most others, but the gains are welcome amid a slow start to the year for monthly magazines as a whole. Monthlies saw ad pages in their January and February issues slip 1.2% from the same period a year prior, according to the Media Industry Newsletter.
But Vogue's March issue will include 457 ad pages, more than any competitor and 3.5% more than in March 2012, according to the magazine, which is part of Conde Nast.
Time Inc.'s InStyle came in second with 361 ad pages, a gain of 4% from last year. That makes this the largest March issue in InStyle's 19 years, according to a spokeswoman. And Hearst Magazines' Elle ranks third with an estimated 338 ad pages and a 7% increase over 2012.
Larger percentge gains came for some of the titles a little further down the list. Harper's Bazaar is running 330 ad pages in its March issue, up 21% and enough to set a March record for Harper's Bazaar as well. Half the title's gains came from fashion, a spokeswoman said, while half came from beauty. Harper's Bazaar is part of Hearst.
Conde Nast's W has 210 ad pages slated for March, an uptick of 3% and the biggest March issue for W since 2008. Hearst's Marie Claire follows with 207.5 ad pages, yet another biggest March yet and a 15.3% gain over 2012, the magazine said.
Time Inc.'s People StyleWatch is posting the second-largest year-over-year gain, 27%, enough to get it to 172 ad pages, with new buys from brands including Bloomingdales, Seven for Mankind and Sheiseido.
Conde Nast's Glamour will run 161 ad pages, an 11.5% decline from the year earlier, although it has a tough comparison against last March, when it introduced a redesign and saw ad pages leap 21.3%.
Cosmopolitan, part of Hearst, is running 130 ad pages in March, up12.6%. Teen Vogue, a Conde title, will run 123.9 ad pages, up 31%. And Seventeen, one more Hearst title, will have an estimated 92.4 pages, up some 66%, a spokeswoman said.