The Cult of Wintour Is Strong With This One

B0001A99IS.01.LZZZZZZZ.jpgWhile other teen magazines struggle (CosmoGirl down 10.7 percent, J-14 down 8.5 percent, Seventeen down 5.7 percent) Teen Vogue soldiers on (despite occasional rumors of its shuttering).

Starting in February 2009, the magazine will increase its rate base from 950,000 to 1,000,000, up 122 percent from its launch six years ago. During the first half of 2008, TV overdelivered by 7 percent, prompting the raise.

But what about the ad pages?

After they increased almost two percent in 2007, Teen Vogue has seen them jump 4.5 percent in the first half of 2008 (517.81 vs. 495.39), while revenue is up 15 percent (51,477,690 vs. 44,763,807). Compare this with industry-wide sales that are down 7.4 percent so far in 2008 and the fact that teen mags saw a decline of 4.5 percent over the same period (which includes TV‘s gain) and you have a magazine doing pretty well.

The Vogue brand, presumably with an assist from the publishing force that is Conde Nast, continues to mint money. (Although Men’s Vogue is another case.)

Conclusions: Anna Wintour has some life left in her and the rumors of Teen Vogue‘s demise are greatly exaggerated.