September is shaping up to be a great month for Condé Nast and Hearst.
Vogue clocked in with 665 ad pages, making it the magazine's second biggest issue ever. It is the fifth September in a row that the magazine has shown growth in ad pages. Fishbowl NY reported that the publisher saw the best September for W, Bon Appétit, Allure, Teen Vogue and Glamour in five years. Lucky and GQ were also up 1 percent since last year and Details was up 6 percent.
"Overall, Condé Nast is reporting its strongest September in five years, driven by endemic growth in fashion, luxury, and beauty, plus double-digit gains in tech, automotive, and food, said Condé Nast Media Group president and CRO Lou Cona," AdWeek reported on Thursday.
Those trends were also apparent at Hearst, which saw double digit increases for ad pages in Elle, Marie Claire and Harper's Bazaar. Elle's 442 ad pages will make it the magazine's biggest issue ever, and Marie Claire's ad pages were up 13.5 percent. Cosmopolitan, Esquire and Town & Country were also up double digits.
September is typically the most important month of the year for fashion magazines, in terms of editorial content and ad pages. Vogue, which leads the way in sheer size, was too big for some mailboxes this time last year. The issue weighed at a whopping 4.5 pounds and contained 658 ad pages.
The magazine's September ad pages — which are an indicator for the broader health of the industry —have been on a steady rise since 2008. Hurt by the recession, the magazine was down 7 percent in ad pages that year from 2007 — when it had a record-breaking 727 ad pages.