Early reports indicated that the controversial decision to put Kim Kardashian and Kanye West on the cover of Vogue resulted in record-shattering sales.
Now that the issue is no longer on sale at most newsstands, the actual figures are trickling in at it seems the fashion mag's gamble may not have paid off after all.
An industry expert tells the New York Post that while sales of the Kimye issue were better than the month before, they still fell well below some expectations.
"The trends for Kim K. are definitely better than the prior month with Rihanna," says the insider. "If you peg last year's Michelle Obama issue at 269,000, this issue will net out around 250,000."
He adds that that figure includes the estimated 45,000 issues that Vogue gave away for free. We wonder if it factors in Kim buying every copy she could get her hands on.
So not bad sales, but certainly not the most popular issue ever. Heck, it's not even the biggest seller of the past year.
Editor Anna Wintour came under fire when first photos of the issue were released and many would argue that the potential damage done to Vogue's reputation could be justified only by record-breaking sales.
Countless Twitter users and several celebrities such as Sarah Michelle Gellar publicly declared that they intended to cancel their Vogue subscriptions as a result of the Kimye issue.