Before the September fashion glossies slip entirely from newsstands, and as the memory of Fashion Week begins to fade, a quick look at where leading fashion titles stand in the Twittersphere.
A few notes and observations:
- This week's Trendrr chart (or chart set, actually) takes a look at the Twitter followers of one leading fashion title at each of four top publishers. As you can see, they've all been experiencing steady growth lately -- the trendlines above show growth from Sept. 15-24 -- but the bases from which they're growing vary dramatically.
- In fashion publishing powerhouse Conde Nast's stable, the big Twitter winner is newspaper Women's Wear Daily (@womensweardaily), which, as of this writing, has more than 1.2 million followers. (WWD is technically published by the Fairchild Fashion Group division.) Meanwhile, Conde's other women's fashion titles aren't exactly feeling tons of Twitter love, with, for example, WWD's sister publication W magazine (@wmag) scoring just over 27,500 followers as of this morning; Glamour (@glamourdotcom) pulling in just under 8,200; and Vogue MIA on the microblogging service (although British Vogue, French Vogue and Teen Vogue all tweet, as does Conde's Style.com).
- Hearst's Cosmopolitan (@CosmoOnline) uses its Twitter feed, with just over 18,000 followers as of this morning, to plug not only articles, but broadcast extensions, such as Cosmo Radio on Sirius -- as in this recent tweet: "The guy from the Hung article in Oct issue is on Cosmo Radio at 6! Listen in to find out what it's like to pack 10 inches (no, that's not a typo)." Um, duly noted. (By the way, Cosmo's Hearst sibling Harper's Bazaar has just over 6,500 Twitter followers (@harpersbazaarus) as of this writing.)
- Hachette's Elle (@elle_com) is closing in on 38,000 followers.
- Time Inc.'s InStyle (@InStyle) has put a lot of effort into developing its social media presence, and it's definitely paying off. As of this morning it has -- drum roll, please -- over 1.1 million followers.
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Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service. More background here. A basic Trendrr account is free; Trendrr Pro, which offers more robust tracking and reporting tools, comes in various paid flavors (get the details here).
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco. Full disclosure: Dumenco is a longtime contributing editor at men's magazine Details (published by Condé Nast), and over the years his byline has appeared in Glamour and In Style, as well as -- no kidding -- Swedish Glamour and Russian Vogue.