As readers, we've gotten used to thick magazines. And more pages mean more ads, and more ads mean more revenue. But. Compared to a year ago, Elle is down 21%, MediaWeek claims. Marie Claire is down 20%. WWD is reporting that Harper's Bazaar will probably have between 275 and 285 pages — about 25% fewer ad pages than last year.

One magazine with good news to share? People StyleWatch, which is up 10%. Perhaps it seems more down-to-earth, more approachable than Vogue? Last we heard from Vogue, it would be around 400 pages. Sounds hefty, but, as AdAge notes, "Landing at 400 exactly would mean a 41% decline from last September. Getting to 450, one rumor going around, would mean a 33% drop." How bad will it be? We'll find out soon: Condé Nast, home to Vogue — as well as W, Glamour and Allure —will release its numbers tomorrow.

They say you can never be too rich or too thin, but it seems it's only half true, if you're a glossy mag.

Fashion Titles' Fall Issues Looking Thin [MediaWeek]
Publishers Fret Over September Issues [AdAge]
Early Look [WWD]

Earlier: 5 Guesses Why Vogue Is Hurting
September Glossies: Same Sh*t, Different Year

Charlize Theron will be on Vogue; Kate Moss is on W; Elle will have Jennifer Aniston; Jessica Simpson's on Glamour; Jennifer Lopez will be on In Style, Marie Claire will have Ashley Olsen and Amanda Seyfried landed Allure.

Aside from Jennifer Lopez, it seems that what's in for Fall 2009 is to be, well, white and blonde. (And while La Lopez used to be darker, she's definitely lightened up.) And aside from Amanda Seyfried, who's a relative newcomer, we've seen all of these women on magazine covers dozens of times before. Of course the editors feel the need to play it safe in this economy, with their biggest issue, so familiar faces on the newsstand make sense. But seeing the same old people — again — can also feel like a boring retread.

It would be great to see a brave glossy branch out with an unexpected face. The Oscar-bait film Precious hits theaters in the fall — will any mainstream mags dare to put its star on a cover? Maybe the answer isn't actresses: Vogue's August issue features multi-millionaire Google exec Marissa Mayer —inside, of course. But why couldn't the thin, "Oscar de la Renta–obsessed" Mayer make the cover? She's someone different (a Stanford-educated business woman), she'd spare us the tired celebrity profile, and yes, she's blonde.

Memo Pad: Famous Faces... [WWD]
Machine Dreams [Vogue.com]

(Models were counted as being "ambiguous/mixed race" if we weren't sure what race they are (like the Kate Spade ads where the model was covered up), they were obviously of mixed race (Kimora Lee Simmons—still starring in her own ads!), or a non-European Hispanic woman.)

Here are the results:

Lucky:
Advertisements:
• Total Asian models: 2 (2 celebrity/non-models)
• Total Black models: 16 (4 celebrity/non-models)
• Total White models: 109 (11 celebrity/non-models)
• Total ambiguous race/mixed race models: 16 (4 celebrity/non-models)

TOTAL MODELS: 143
TOTAL ADS: 151

Fashion Spreads:
• Total Black models: 0
• Total White models: 5
• Total ambiguous race/mixed race models: 1

TOTAL MODELS: 6
TOTAL FASHION SPREADS: 3

Cosmopolitan:
Advertisements:
• Total Asian models: 0
• Total Black models: 15 (7 celebrity/non-models)
• Total White models: 80 (12 celebrity/non-models)
• Total ambiguous race/mixed race models: 9 (2 celebrity/non-models)

TOTAL MODELS: 104
TOTAL ADS: 109

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 0
• Total White models: 2 (1 celebrity/non-model)
• Total ambiguous race/mixed race models: 0

TOTAL MODELS: 2
TOTAL FASHION SPREADS: 2

Glamour:
Advertisements:
• Total Asian models: 2 (1 celebrity/non-model)
• Total Black models: 14 (4 celebrity/non-models)
• Total White models: 91 (12 celebrity/non-models)
• Total ambiguous race/mixed race models: 10 (2 celebrity/non-models)

TOTAL MODELS: 117
TOTAL ADS: 115

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 0
• Total White models: 4 (2 celebrity/non-models)
• Total ambiguous race/mixed race models: 1

TOTAL MODELS: 5
TOTAL FASHION SPREADS: 4

Allure:
Advertisements:
• Total Asian models: 0
• Total Black models: 15 (3 celebrity/non-models)
• Total White models: 69 (9 celebrity/non-models)
• Total ambiguous race/mixed race models: 12 (3 celebrity/non-models)

TOTAL MODELS: 96
TOTAL ADS: 81

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 0
• Total White models: 4
• Total ambiguous race/mixed race models: 1

TOTAL MODELS: 5
TOTAL FASHION SPREADS: 5

Teen Vogue:
Advertisements:
• Total Asian models: 3
• Total Black models: 14 (4 celebrity/non-models)
• Total White models: 83 (13 celebrity/non-models)
• Total ambiguous race/mixed race models: 7 (3 celebrity/non-models)

TOTAL MODELS: 74
TOTAL ADS: 94

Fashion Spreads:
• Total Asian models: 1
• Total Black models: 0
• Total White models: 2
• Total ambiguous race/mixed race models: 1 (1 celebrity/non-model)

TOTAL MODELS: 4
TOTAL FASHION SPREADS: 4

Marie Claire:
Advertisements:
• Total Asian models: 3 (1 celebrity/non-model)
• Total Black models: 8 (1 celebrity/non-model)
• Total White models: 70 (7 celebrity/non-models)
• Total ambiguous race/mixed race models: 13 (7 celebrity/non-models)

TOTAL MODELS: 94
TOTAL ADS: 102

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 0
• Total White models: 3
• Total ambiguous race/mixed race models: 1 (1 celebrity/non-model)

TOTAL MODELS: 4
TOTAL FASHION SPREADS: 5

Harper's Bazaar:
Advertisements:
• Total Asian models: 3 (1 celebrity/non-model)
• Total Black models: 6 (1 celebrity/ non-model)
• Total White models: 140 (13 celebrity/non-models)
• Total ambiguous race/mixed race models: 14 (5 celebrity/non-models)

TOTAL MODELS: 163
TOTAL ADS: 152

Fashion Spreads:
• Total Asian models: 2
• Total Black models: 3
• Total White models: 14
• Total ambiguous race/mixed race models: 0

TOTAL MODELS: 19
TOTAL FASHION SPREADS: 12

Elle:
Advertisements:
• Total Asian models: 4
• Total Black models: 14 (6 celebrity/non-models)
• Total White models: 187 (12 celebrity/non-models)
• Total ambiguous race/mixed race models: 16 (4 celebrity/non-models)

TOTAL MODELS: 221
TOTAL ADS: 205

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 1
• Total White models: 9 (2 celebrity/non-models)
• Total ambiguous race/mixed race models: 1 (1 celebrity/non-model)

TOTAL MODELS: 11
TOTAL FASHION SPREADS: 9

Vogue:
Advertisements:
• Total Asian models: 7 (2 celebrity/non-models)
• Total Black models: 9 (1 celebrity/non-model)
• Total White models: 236 (14 celebrity non-models)
• Total ambiguous race/mixed race models: 9 (3 celebrity/non-models)

TOTAL MODELS: 261
TOTAL ADS: 214

Fashion Spreads:
• Total Asian models: 0
• Total Black models: 0
• Total White models: 9 (1 celebrity/non-model)
• Total ambiguous race/mixed race models: 0

TOTAL MODELS: 9
TOTAL FASHION SPREADS: 7

Overall Totals:
Advertisements:
• Total Asian models: 24 (7 celebrity/non-models)
• Total Black models: 111 (31 celebrity/non-models)
• Total White models: 1,065 (93 celebrity/non-models)
• Total ambiguous race/mixed race models: 106 (33 celebrity/non-models)

TOTAL MODELS: 1,273
TOTAL ADS: 1,223

Fashion Spreads:
• Total Asian models: 3
• Total Black models: 4
• Total White models: 38 (6 celebrity/non-models)
• Total ambiguous race/mixed race models: 6 (3 celebrity/non-models)

TOTAL MODELS: 65
TOTAL FASHION SPREADS: 51

This means that in advertising, out of 1,273 ads, if 24 Asian models were used, that is 1.8% Asian. And 111 black models might seem like a lot, but that's actually 8.7% black. 1,065 white models out of 1,273 ads means the ads were 83% white.

As for the fashion spreads, 3 Asian models out of 65 means 4.6% Asian representation. And despite the efforts of Bazaar, the models were only 6% black.

Related:
Italian Vogue's Black Issue: A Guided Tour [Jezebel]
Fashion Week Runways Are Almost A Total Whitewash [Jezebel]