September issues up in 2011

Fashion Magazine and Elle Canada see a jump in advertising this fall.

It’s that time of year again, the hotly anticipated September issues of Canadian fashion magazines have hit the newsstands. And, according to publishers from Canada’s top three fashion magazines, numbers for the issues are up.

Transcontinental Media’s Elle Canada saw a 16.3% increase in its page count over the September issue last year, says group publisher Lynn Chambers. The magazine’s September 2011 issue comes in at 266 pages, with 135 pages of advertising.

Pages are also up at St. Joseph Media’s Fashion Magazine, to 228 pages, with 131 pages of advertising, from 206 total pages last fall.

Rogers Media-published Flare magazine saw its advertising page count remain the same this fall, but its total pages dip slightly, from 228 pages last September, to 206 pages this fall.

Rogers Publishing VP Kerry Mitchell says the dip in total pages can be attributed to Flare also launching its first-ever Fall Trend Report SIP this summer, which came in at 108 pages, with 17 pages of advertising.

In terms of exactly who is booking ads in the mags this fall, all three publishers say it’s fashion retailers.

“Fashion is up over other categories this fall, and in multiple pages,” St. Joseph Media senior VP Lilia Lozinski tells MiC. “In the September issue there are six-page ads from Browns and four-page ads from Jacob, also new clients like Guess Jeans and True Religion Jeans. A lot of fashion advertisers are back with a vengeance this year.”

Transcontinental’s Chambers says Elle Canada is also seeing a boost in its beauty advertisers this fall, with a new cross-platform campaign running from P&G’s Olay. It’s “Fresh Faces” campaign features a day in the life of an Elle Canada intern and will run in print and online, says Chambers.