Portfolio’s Jeff Bercovici has provided some data to back up that assumption. Time’s April 28 green issue sold 72,000 copies, down from an average of 93,000; the May edition of Elle was bought 275,000 times, a considerable drop from the average of 328,500; and Discover’s green edition sold more than 30,000 copies (86,000) below average (117,000). Meanwhile, Vanity Fair’s May issue took only a slight bump, selling 370,000 copies, a decrease from the yearly average by more than 5,000.
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