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September 2009 Ad Numbers: Everyone Plunges, Vogue Still on Top, W May Be in Trouble

>> The expected thirty percent decrease was optimistic for some fashion magazines, it turns out, particularly those in Conde Nast's fold.  Yesterday, Conde CEO Charles Townsend sent out a memo acknowledging the hire of consulting firm McKinsey & Co. to analyze its business strategy — and no wonder: with the loss of the ad-filled September Fashion Rocks supplement, Vogue fell to 427 ad pages in September, down 36 percent from last year; Teen Vogue tumbled to 136 pages, down 31 percent; and W may be in serious trouble — it lost the most ad pages out of any Conde magazine, down 53 percent to 185 ad pages. 

For comparison's sake, Elle will carry 21 fewer pages in September at 327 total, and Harper's Bazaar is estimated to run between 275 and 285 pages, or about 25 percent fewer pages.  It is worth noting that Vogue still tops in total number of ad pages.

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