No need to beware the ides of March — or any of March, actually.
It was a good month for the top fashion and women’s magazines, with all reporting monthly gains. While that’s always a hopeful sign of good things to come, four of the main fashion books are still down overall for the quarter.
Because the March issues showcase the new spring and summer looks, the month is the second-most important issue month of the year after September.
And the fashion books are often seen as a harbinger of magazine health for the year ahead as advertisers open up their wallets.
Vogue, edited by Anna Wintour, usually dominates March, and it did again this year with 470 ad pages, up 3 percent from a year earlier.
But it was not enough to erase the slow start of the season, when its first quarter tally of 662 ad pages still puts it down by 1.4 percent compared to 2012.
On the other hand, Glamour, where Wintour has been pushing changes on Editor-in-Chief Cindi Leive , had a good March with an 8.2 percent jump in ad pages.
Aside from editorial overhaul, Glamour’s strong showing may also be attributable in part to the arrival of new publisher Connie Anne Phillips, who slipped out of her non-compete at Time Inc.-owned fashion magazine In Style last spring and arrived at Condé Nast only weeks later.
Year-to-date, the magazine is up 12 percent, to 322 pages, in the first quarter. Glamour is not considered a pure fashion book, but it is either the top one or two money maker inside Condé, and its success is crucial to the company.
Its rival and No. 1 money maker at Hearst, Cosmopolitan, was flat at 144 pages, up only a single page from March of last year. Joanna Coles is one of the hottest editors in town of late, but Cosmo is still down slightly for the year.
In the more targeted fashion books, In Style, with Ariel Foxman at the editorial helm, has recorded its fifth consecutive March of ad page growth, with a 2 percent jump, to 367 pages, marking its largest March issue ever.
Karin Tracy, who took over from Phillips as publisher of In Style last spring, did well. Year-to-date, In Style is leading the pack, pulling in 574 ad pages, up 2.3 percent from a year ago first quarter — its best showing in six years.
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