I think a lot of magazines face the same dilemma - do you remain blandly mainstream or do you start speaking to a niche audience?
US Bazaar often ends up flip-flopping between the two options, so even if it starts going down one road, you still end up with Paris Hilton or a K-pop star on the cover.
As an aside, looking through the past few months, Samira doesn't get enough credit for how often she puts models on the cover, Gisele, Anok, Naomi have all taken their turn recently.
You don't see that with US Vogue these days, you're lucky if you get Kendall or Kaia as your 'model' cover.