Taylor Swift is one of the biggest pop sensations ever, so that should translate to huge sales for the magazines that put her on their covers, right? The swift answer: no. Or, in the parlance of Swift’s teenaged fans: Like, totally nuh-uh.
Swift released a new album, Red, last fall and magazine bookers were working overtime. Swift, who is 23, has a fan base in their teens, but that didn’t mean she’d only rate the cover of Teen Vogue. No, her bookings included Vogue, Harper’s Bazaar, Cosmopolitan, and Elle, all in the space of one year, while her cover for Vanity Fair – whose demographic generally skews older than the parents of Swift’s fans – is out this month.
So how did this multi-platinum selling artist perform for magazine sales? She sold reasonably well for Glamour (at left), okay for Vogue (above) and Bazaar, and, perhaps most surprisingly, made a terrible showing for Cosmo: the worst-selling cover for 2012 (below). Possible explanation? Swift is mightily overexposed in all media. It’s a knee-jerk reaction for PRs to book as many covers as possible.
THE PR VERDICT: “D” (PR Problematic) for Taylor Swift’s PR machine. Mainstream covers are good for both star and publication…except when the mag numbers turn out to be poor.
THE PR TAKEAWAY: The all-you-can-eat buffet does have its price. It’s great to have a star that every magazine wants on its cover, but should PRs say yes to every offer? While Swift’s PRs presumably enjoyed credit for booking “mainstream” covers, they now have to contend with the negative press that comes with the revelations that she was a worst-seller. Plum bookings in the future may be harder to come by. Next time, all parties should consider a celebrity’s fan base, and act accordingly – or face Swift retribution.