With Bieber fever at high pitch, Vanity Fair decided to feature Justin on their cover in January 2011 hoping Beliebers would snatch up copies like crazy. Turns out they were dead wrong. Not only did the issue not meet the sales they were anticipating but it has now become the worst selling issue in 12 years. HUH?
Vanity Fair sells an average of 342,000 copies each month but Justin’s issue sold only 246,000 copies. What happened?
Well there is no doubt Justin is big among teens but that doesn’t necessarily mean that putting his face on anything will make it sell. Vanity Fair is a high fashion magazine read by adult women. From their history of putting men on the cover hey should have already known that putting guys on their cover doesn’t sell. Justin’s issue is the 3rd worst selling issue since 1992. Which 2 covers did even worse?
There should be no surprise that the 2 issues that did even worse than Justin’s also had men on the cover. In 1993 VF sold only 243,000 copies of the issue with Harrison Ford on the cover. And the worse selling issue was back in 1992 with Jaden’s dad Will Smith on the cover. And these 2 are huge stars. I guess women who buy VF aren’t as interested when a guy’s on the cover, no matter how big he is.
So is Justin to blame for the magazine’s poor sales? Nah, Vanity Fair just made a bad business decision by putting a teen boy on the cover of an adult women’s magazine. Maybe the headlines should read “Old People Don’t Want to Buy Justin Bieber Magazines” instead.