If you want to sell magazines, don't put Justin Bieber on the cover. Despite whipping throngs of fans into frenzies around the world, the teen idol can't sell an issue -- and Vanity Fair just learned this the hard way.
The sales figures are in, and the February 2011 issue of Vanity Fair featuring Bieber covered in red lipstick kiss marks was the third worst seller since current editor Graydon Carter took over in 1992.
The only issues that sold worse? Will Smith in 1999 and Harrison Ford in 1993.
Sales for the Justin Bieber issue were 20 percent lower than the magazine's average for the first half of the year. What else was in the issue? Pieces on the Kennedys, Warren Buffet, Wikigate and the Huffington Post.
"Who knew 12-year-olds didn't buy magazines?" said a Vanity Fair spokeswoman.
Well actually, they do -- just not this one. Who knew 12-year-olds don't buy highbrow, politically-minded mags?
Or any magazine with Bieber on the cover, for that matter. His April 2010 People cover resulted in a sales drop of 25 percent, and his October 2010 Teen Vogue cover saw a drop of 12 percent. Figures on his Rolling Stone cover are not yet available.
Image courtesy Vanity Fair
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