Architectural Digest Bullish About 2012 (via WWD)

AD-ING IT ALL UP: Last week, the vanguard of Condé Nast dominated the awards portion of the company’s annual publishers meeting in Palm Beach, Fla. Vogue, The New Yorker, Vanity Fair and Wired were the winners of in-house awards for a strong year of business. All four are big, venerable titles — no surprise there.

But there was one other old-time heavyweight that got up on stage too: Architectural Digest won the award for the best business turnaround at Condé Nast. AD finished 2011 with a 9.1 percent ad page jump, the largest spike on a percentage basis for any magazine at Condé Nast. Further, boosted by a fat January issue for the AD 100, the magazine will finish the first quarter with a 22 percent ad page bump, said publisher Giulio Capua. He added that the April issue will have a 38 percent increase year-over-year.

All told, the magazine, which saw only modest gains immediately after its March redesign, has had a surge of momentum in the last few months. Between the second quarter last year and the first quarter this year, it has seen increases of 6, 5, 18 and 22 percent, respectively.

“It’s not just this phenomenon of the big AD100 issue,” said Capua. “There’s a lot momentum that is building for the brand and a lot of excitement in the community that is really starting to see what AD is going to be.”



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