Why Allure Magazine Is Still Thriving in the Age of YouTube

The magazine industry had little to celebrate at the close of 2012, with ad pages down 8.2% across the industry, according to figures published by the Publishers Information Bureau. But Linda Wells, founding editor of Allure magazine, and Agnes Chapski, its publisher, did. The Conde Nast-owned title finished the year with a monthly average of 432 ad pages in the fourth quarter, up 12.7% from the same quarter last year. Why, with the proliferation of free online makeup content on beauty blogs and YouTube channels, is a print magazine doing so well?

Allure's success can be attributed partly to a favorable advertising environment. Across 12 print advertising categories, only two -- toiletrie…
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