The Vanity Fair issue, featuring 17-year-old pop star, Justin Bieber, on the cover, was not the hit the magazine had hoped it would be. It turned out to be the magazine's worst selling cover in the past 12-years of publication.

So, what went wrong to render such poor sales, you ask? I have a theory. Vanity Fair is a grown up magazine with high brow articles. This is hardly the demographic of Bieber's fans that prefer pop culture and fashion magazines.  

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