It's not just that the 12-year-olds are not buying it, I also think having him on it is actually a deterrent for adults who would normally buy it. As an adult, I would feel very weird buying a magazine with Justin Bieber on it and even if I desperately wanted to read some non-Bieber related article in Vanity Fair, I wouldn't buy it because I don't want the check-out person or other people to judge me Whereas, I would normally not care who was on the cover.