When Vogue revealed its April 2014 cover, featuring Kim Kardashian and Kanye West, many of us thought that the unexpected move reflected savvy Anna Wintour's commitment to Vogue's commercial viability. That is, we thought she was hoping to sell boatloads of magazines at newsstands.
But as it turns out, massive social media follower counts and tabloid fame don't necessarily translate to glossy magazine sales. At least not for Vogue.
Josh Gary, vice president at Mag Net Data (a firm that tracks magazine sales) tells the New York Post that although the issue sold 20% more copies at the newsstand than the previous month's (featuring Rihanna), Kimye's cover will likely perform below last year's April edition: “I’d argue that if you peg last year’s Michelle Obama at 269,000, this issue will net out around 250,000."
According to the Post, initial projections had sales in the 400,000-to-500,000 range, outperforming Beyonce's March 2013 cover, which sold 355,000 issues.