Luxury fashion, beauty advertisers use September to break new campaigns in correlation with Fashion Week, says Elle magazine publisher Kevin O'Malley; Elle records 442 ad pages, all-time best in 28 years

Kendall Sinclair

July 30, 2013 (Media Industry Newsletter ) – The month, of course, has always been "Fall Preview" huge, but Elle vp/publisher/chief revenue officer (since June 2011) Kevin O'Malley tells min that "luxury fashion and beauty advertisers are using September to break new campaigns. Everything now comes together with Fashion Week [September 5-12] and all of the surrounding events. They are amplified by Elle 's multichannel platforms, and others. Some Europeans even try to get an early start on the holiday season. The hype resembles that leading into the Super Bowl and it explains all the new creatives."

It also helps to explain why Elle 's 442 ad pages were the all-time best in its 28 years, Harper's Bazaar 's 397 were tops in its 146 years, and the 445 and 246 carried by InStyle and Marie Claire were records set in advance of their 20-year anniversaries next year. Vogue 's 665 trails only the 2007/2008 issue (727/674), which featured th Fashion Rocks onsert in the Men's Vogue -aided 689 in 2005.

The biggest climb came from People StyleWatch, which soared 352% from 42 at its September 2007 launch to 195. (All pictured covers are from August.)

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Last week, the app analytics firm Flurry came out with research suggesting that the Web's ad-supported, free content model has ported successfully over to the app environment. It used pricing data from the 350,000 apps that use Flurry Analytics to show that the share of apps that carried no price tag rose from 80% in 2011 to 90% in 2013, and the share of apps asking for the minimum 99-cent fee dropped from 15% two years ago to 6% today.

Flurry made an interesting argument, especially since it also showed that apps that had tested variable pricing models increasingly moved towards free. For instance, in 2010 65% of the free apps in the iOS App Store had experimented with different pricing models before settling on the free model. (continued on page 4)

• PAST TIME INC. EXECS PRAISE RIPP; CHEERS TO W AD PERFORMANCE...... Page 2• NAME THAT NATIVE ADVERTISING; PREVENTION 'S OBAMACARE PRIMER....... Page 6• LEANING BACK WITH BYLINER APP; PLAYBOY DRESSES UP ITS APP......... Page 7• MEDIARADAR'S ADS WITH IMPACT; JOYFUL ODE TO ROYAL PEOPLE... Pages 8 and 9• INSIDE B2B; PERFECT PLAYER FOR ESPN ; NAT GEO'S PRIDE..... Pages 10 and 11

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