Let’s face it, 2017 was a tough year for a lot of “A List” women’s service magazines. It’s what I call “extreme volatility”. Covers that might have worked fine a few years ago, just don’t get the job done today.
Case in point: In Style was down 22% in Canada in 2017. Yikes! Plus, 11 of their 12 issues were down. It’s tough out there. The June issue was down 50% from prior year. November was down 34%. February down 32%. October down 30%.
The one bright spot in 2017 was their January issue, featuring Sarah Jessica Parker…up 14% from prior year…and 3rd best of the year. But did they learn their lesson? Apparently not. The January 2018 issue is down 30%! I’m not sure who that child is, but it sure isn’t Sarah Jessica Parker.
It’s hard to succeed when your covers fight against you.
