Condé Nast, Hearst Increase Ad Pages in 2013

Time Inc.'s InStyle wins fashion paging game

2013 has come to a close—at least for the publishers of monthly magazines, who are beginning to report their full-year ad page and revenue numbers now that December issues are hitting the newsstands.

Condé Nast is reporting an uptick in advertising across all platforms for 2013, with company-wide print advertising increasing 1.7 percent, digital up 28 percent, and print revenue up 3.3 percent. Eleven of Condé’s print brands saw ad pages increase in 2013 vs. 2012, with the year’s biggest growth at Bon Appetit (up 22 percent), Details (up 15 percent) and GQ (up 10 percent). Powerhouse Vogue saw a 3.6 percent increase, while Glamour was up 2.7 percent.

The company boasted substantial gains in its non-endemic advertising across print and digital, with pharmaceuticals up 30 percent, automotive up 27 percent, and technology and entertainment both up 20 percent.

Over at Hearst, ad pages were up 1.4 in 2013, with the fashion, beauty and luxury categories proving predictably strong drivers. Fast-growing newcomer HGTV Magazine saw a 176 percent year over year increase in ad pages. Other successful titles included Town & Country (up 20 percent), Esquire (up 17 percent), and Harper’s Bazaar (up 12.5 percent). 

A Time Inc. spokesperson said that the publisher is holding off on releasing full-year numbers due to its many weekly titles, but at least at InStyle, which today published its own 2013 ad page tallies, the year has been a big success. The magazine closed 2013 up 4.7 percent in ad pages with 2,810 pages in total—the most of any fashion or beauty book. (Vogue totaled 2,695 ad pages, followed by Elle with 2,502 pages.)