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September Fashion Mags See Ads Plunge

The final ad tallies are emerging for the critical September issues of fashion and beauty magazines -- and for the vast majority, the results are not pretty.

Ad pages in Hachette Filipacchi's September issue of Elle fell 21% short of last September. At Hearst, Harper's Bazaar is down 23% to 26% and Cosmopolitan is down 14% not counting the Cosmo Style & Beauty supplement last year. Marie Claire says its September ad pages fell 20%.

Conde Nast says that even when it excludes last year's Fashion Rocks supplement, ad pages this September compared to last are grim. W fell 47%, Vogue fell 30%, Allure lost 28% and Glamour lost 25%. Looking for a bright spot, Bill Wackerman, a Conde Nast publishing director, says, at least "business has stabilized. Most of the brands that were in September last year are there again. It's just the volume has decreased."

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