The December issues of most magazines do not only celebrate the holiday season -- like who's been naughty and who's been nice, but it is also the time to survey who's been selling well on the news stands and who hasn't. Various magazines in the US will be publishing their annual circulation numbers (usually in the last few pages at the back) this month or in next month's (January) issue.
The December 2008 issue of US Vogue reported an average run of 1.65 million copies per issue in the last 12 months, of which 1.03 million copies were for paid subscriptions or news stand purchases. The rest were either given out as complimentary copies to advertisers or returned as unsold and shredded. In comparison, Paris Vogue and Italian Vogue have about 10% - 15% of US Vogue's average circulation numbers, i.e. about 150,000 - 200,000 copies per issue so in essence, US Vogue is still Queen of the circulation crown.
That said, it is not the number of copies sold that generates the revenue for its publisher -- US Vogue is published by Condé Nast. It is the number of advertising pages in the magazine that brings home the bacon. And US Vogue had 2,893 pages of advertisements in 2008, which translate to about $50 million in revenue. That makes US Vogue one of the most profitable magazines in Condé Nast's stable of publications.
Editorial-wise, I think US Vogue lags behind Paris Vogue and Italian Vogue in fashion coverage, style and innovation. But who can argue with $50 million in revenue?
Update: Check out Rock The Trend to find out the circulation numbers of other Vogue editions.
I am so in love with this editoria from China Vogue, December 2008. The stylist and photographer did a fabulous job putting the clothes and girls together, and catching the perfect light in the hutong (narrow alley of Beijing). My favorites are photos #1 (Gucci, F08/W09) and #2 (Burberry Prorsum, F08/W09).
The girls all look fabulous here. Interestingly, Liu Wen (the latest break-out star of China) didn't stand out as much as the other girls in the editorial -- she sort of faded behind the stronger faces like Mo Wandan and Liu Dan. Emma Pei also really ROCK-ed in the photos.
Who are the other girls in photos #2 (last two on the right) and #3 (the last girl on the right)?
Models: Emma Pei, Liu Wen, Liu Dan, Mo Wandan, Ge Huijie & others
Update: Hye Park is in Saks Fifth Avenue's (holiday) Great Gifts 2008 catalog this season. The photos on Saks' website is too small to post here so if anyone has a copy of the catalog, can you please get the photos scanned and send them to me. I will credit you as the source.
It's holiday catalog season so I'm hunting down all the catalogs to see who is appearing where this season. First, we saw Hye Park in Bloomingdale's Holiday 2008 catalog. Now Gwen Lu is in the Nordstrom's version. This is Gwen Lu's second consecutive appearance for Nordstrom. She was in the October 2008 issue and now has over 10 pages in the November (Holiday) 2008 issue.
Fall 2008 is turning out to be a good season for Gwen Lu because she has appeared in four editorials in France and Taiwan so far, and she has also booked a couple of catalog work (i.e. the money jobs) with Bloomingdale's and Nordstrom.
Model: Gwen Lu Catalog: Nordstrom, November Holiday 2008 Photographer: Unknown