MICHELLE OBAMA: Cover Sales OK — But Just OK

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While she may be No. 1 in the White House — and in Europe — Mrs. Obama’s performance on the covers of national magazines is merely OK.

Indeed, according today in Adage magazine, Michelle Obama covers have done very well for African American-focused magazines such as Essence and Ebony, but not so well for “general interest” publications such as New York (above).

Meanwhile, for mass-circulation mags, the Obama US Weekly cover sold 16 per cent more magazines than average, their People cover performed about average while Mrs. Obama’s Ladies’ Home Journal issue actually sold 21 percent less copies than usual for the womens-service bible. Mrs. Obama’s Oprah magazine cover is projected to propel the publication to 25 percent added sales.

Unfortunately, sales figures are still not out for Vogue — which ran their Mrs. Obama cover in March — or The New Yorker, two publications with unrivaled cultural importance.

We’re staying tuned.

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