• Adweek, Monday, July 23, 2012 2:07 PM

As U.S. fashion magazine publishers -- with one exception -- hold off on reporting ad page counts for that all-important September issue, both Hearst and Conde Nast are racking up big ad sales for luxe fashion pubs in an unlikely-seeming location: mainland China.

"Elle now publishes twice a month because issues had grown to 700 pages," writes the New York Times' Christine Haugney and Jonathan Landreth. "Vogue added four more issues each year to keep up with advertising demand."

As for that exception to publishers not releasing September ad page counts yet, it's Hearst, "which could end up dominating" the field, writes Emma Bazilian.  Elle is reporting a 14% increase over last year's tally, Harper's Bazaar rose 16.6%, and Marie Claire's September issue "will be the magazine’s largest ever," with "new high-end advertisers Chanel and Valentino ready-to-wear," according to Bazilian.

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