Fashion flop! He may have gold medals and good looks but Ryan Lochte's Vogue cover was the magazine's worst seller this year
19:35 GMT, 9 August 2012
He may be a gold medalist, but it seems Ryan Lochte's winning streak doesn't extend much further than the pool.
The dimpled 'sex symbol' swimmer, who featured alongside Serena Williams and Hope Solo for U.S. Vogue's Olympic-themed June issue, is responsible for its weakest selling issue of the year.
Selling just 202,000 copies on the newsstand, the magazine's failed attempt at reigniting fashion's interest in athletes was 33per cent below Vogue's six-month average.
Worst-seller: Ryan Lochte, who featured alongside Serena Williams and Hope Solo for Vogue's Olympic-themed June issue, is responsible for its weakest selling issue of the year
Adele on the other hand, was a hit. Featuring on U.S. Vogue's March issue, her well-bosomed cover sold 410,000 copies, well above the average.
Interestingly, when British Vogue featured the singer on its cover last year, she proved to be one of the magazine's worst sellers of all time.
Meanwhile Kim Kardashian was the culprit for both Allure
and Glamour magazine's worst selling covers, with just 117,000 copies sold in March and 373,000 in January, respectively.
A topless Lauren Conrad was Glamour magazine's best seller, with 500,072 copies of its swimsuit issue flying off shelves.
No such gold: Selling just 202,000 copies on the newsstand, Vogue appears to have failed at reigniting fashion's interest in athletes
It seems nostalgia for old-Hollywood glamour is still peeking reader's interests as well.
Town & Country put a three-decades-old portrait of Ali MacGraw on its February cover, while Vanity Fair used Marilyn Monroe for its June issue; which were this years best-sellers for both magazines.
Young cover stars resulted in bestsellers
for Cosmopolitan, featuring Scarlett Johansson in January; Elle, with Blake Lively
in March; and Teen Vogue with Chlo Grace Moretz on its
However it appears women nearing their forties still
Best sellers: Adele's March cover was Vogue's most successful this year (left, while Jennifer Aniston brought in In Style's top sales also in March (right)
Nostalgic winners: Vanity Fair used Marilyn Monroe for its June issue (left) and Town & Country put Ali MacGraw on its February cover 9right), both best-sellers
For InStyle magazine, actresses Jennifer Aniston, in March, and Cameron Diaz, in May, were its best-selling cover stars, at approximately 794,000 and 538,000,
A magazine's cover line-up wouldn't be complete without at least a few Twilight stars, and the movie franchise gave both Lucky and Seventeen their best-selling covers so far.
Kristen Stewart also gave Elle its second best this year, with the June issue selling about 217,000 copies, nine per cent above average.