Posted by Maggie Dickman
When checking out at a grocery store, the first thing that catches my eye are the brightly colored magazines. The next thing that stands out is who’s on the cover. The cover stars are typically a variety of pop culture icons, those who have an influence on the average American. But how big of an influence do these celebrities actually have on the magazine covers themselves?
According to an article in The New York Times, celebrity covers have decreased in popularity on the newsstand. The Alliance for Audited Media released data showing single issue sales have dropped since the beginning of the year. Cosmopolitan sales dropped 24.8%, O, The Oprah Magazine dropped 11.4% and People dropped 14.8%. What caused such a decline?
Steven Cohn, editor of the Media Industry Newsletter, told The New York Times that readers were getting their celebrity news from “online sources rather than magazines.” If celebrity covers are dropping, then who will end up taking their place?
For their September 2014 issue, Vogue features some of the latest social media influencers. They call them “The Instagirls,” supermodels Joan Smalls, Cara Delevingne and Karlie Kloss, who have taken over the runways and the pages of the magazines we have been buying for years. Even though The Huffington Post believes that they already are celebrities because of the “endorsements these three have had this year,” they are not movie stars or singers. Maybe this is the next step for magazine covers.
Though the sales for Vogue’s September issue, their largest fashion issue of the year, have not been released, this could have an influence on the way covers are decided for the future. How will the decline in magazine sales affect the industry as a whole? Will models sell the same as celebrities on the covers of magazines?