With March spring-fashion issues closed and on their way out the door, we can assess who's winning and losing the Great Ad Page Race of 2011. WWD has the numbers, and People StyleWatch is in the lead with, in fact, its largest increase ever of 46.5 percent for a total of 197 pages for March. Not quite nipping at its heels, but finishing more than respectably, is Elle, which saw a lovely 14.3 percent ad page increase for a total of 517 March pages. Close behind is Women's Health, hollering at a New Year's resolution dieter, with an 11.7 percent increase to 117 pages. Almost keeping pace is InStyle, still in the race at a 10.9 percent increase for a 489.5 page total. And don't forget about Vogue, which will have Lady Gaga on the March issue, with a 10.6 percent uptick to a nice fat 617 pages.
Nowhere near a win but making a respectable finish are Allure, up 7.5 percent to 231.2 pages; W, rebounding from a 22 percent decline from the year earlier to a 6.5 percent increase, weighing in at 267 pages; Essence, up 6 percent to 282 pages; and Glamour, at 292.6 pages with a 5.5 percent increase.
Town & Country, which boasts Lauren Santo Domingo as its March cover girl is the winner of the losing group, with no gain or loss at 211.6. Declining are Lucky, which, under new editor-in-chief Brandon Holley, is down14.3 percent to 204.1 pages, a sad fall from last year's 17 percent page increase. Also needing a pick-me-up are Self — a magazine that's supposed to have a lot of those — down 12.6 percent to 178 pages; Cosmopolitan, down 12.5 percent to 252.4 pages; and Harper's Bazaar, which declined 11.6 percent but still boasts 368.9 pages.
Of course, People StyleWatch's increase is partly due to how it's almost the thinnest of the bunch. But so it goes in this business: Skinny bitches finish first, and the consistently pleasantly full, like Vogue, just kind of hang out with Lady Gaga and continue being fabulous. Being hungry in public isn't a good look.