Those early sales estimates for Kanye West's and Kim Kardashian's controversial Vogue cover were a bit premature.
Early estimates called for the Kim/Kanye cover to outsell the Vogue covers featuring Beyonce and first lady Michelle Obama. But while Kim and Kanye did outsell Rihanna's Vogue cover, they don't come close to touching Beyonce's cover sales.
Vogue's editor-for-life, Anna Wintour risked her magazine's sterling reputation by putting Kim and Kanye on the cover. It looks like she gambled and lost.
From NY Post:
Early estimates were saying the controversy was going to push sales to the 400,000-to-500,000 level, easily outselling the 355,000 copies that Beyoncé sold on newsstands for the March 2013 cover, and also eclipsing the year-ago April cover of Michelle Obama that sold around 269,000.
Now, as the “Kimye” issue goes off sale and real numbers begin to trickle in, it looks like actual sales will fall way below early estimates.
“The trends for Kim K. are definitely better than the prior month with Rihanna, to the tune of 20 percent better,” said Josh Gary, vice president at Mag Net Data, who uses scan data from wholesalers that cover about 98 percent of the market.
“I’d argue that if you peg last year’s Michelle Obama at 269,000, this issue will net out around 250,000,” said Gary.
Thanks to loyal reader Ernest O. for the tip.
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