Things aren’t looking too good in the land of fashion titles. Nearly every fashion title (with the exception of Allure, which was flat, and Vogue, which fared well) dropped in the first half of the year, reports WWD.
InStyle, which remains the leader at newsstands, was down 8 percent to an average of 570,272 copies, according to Audit Bureau of Circulations. Marie Claire dropped 21.5 percent in single-copy sales to 198,752—the worst percentage newsstand decline among fashion magazines.
Glamour was down 17.5 percent in single-copy sales to 453,707 in the first half of the year, while Harper's Bazaar dropped 14.3 percent to 137,117. W was also down 11.8 percent to just 19,006 newsstand copies (although the magazine typically doesn’t rely on newsstand sales).
People StyleWatch, usually a strong performer, fell 11.8 percent to 504,504 in the first half of the year, while Lucky and Elle both dropped 9 percent to 150,271 and 250,056, respectively.
Vogue, however, managed to buck the trend completely as the only fashion title whose sales increased in the first half of the year—thanks to Lady Gaga. The magazine’s March issue, featuring a purple-haired Gaga on the cover, sold more than 100,000 copies over the March 2010 issue, which featured Tina Fey. In total, Vogue averaged 360,400 copies during the first half of this year at newsstand, up 12.7 percent.