|
Ad page roar for
Martha Stewart Living
June sees 27 percent increase, signaling a rebound
Martha Stewart
Living is back.
After steep declines in ad pages during namesake Martha
Stewart's legal troubles and eventual imprisonment for lying to federal
officials, the magazine is seeing a surge in ad pages.
For the month of June the title's pages jumped 27.3 percent
over June 2004, according to the latest numbers from the Publishers
Information Bureau. That follows a 3.7 percent gain in May and an 8
percent decline in April.
Year-to-date, the title's June ad pages were still down 6
percent, but that figure has been trimmed substantially so far this year.
Martha Stewart Living ended 2004 down nearly 47 percent from the prior
year, but by April that figure had shrunk to a 15 percent decline versus
the same four months the prior year.
The magazine's ad sales have been invigorated by Stewart's
release from prison this spring, which has freed her and her management
team under CEO Susan Lyne to compete openly for ad pages in a way they
could not when the domestic doyenne's fate was still clouded by a rash of
unknowns, such as whether she would eventually go to prison.
For months, Lyne has been talking up a reviving of ad sales in the
second quarter of the year.
Sally Preston, senior vice president and publisher of Martha
Stewart Living, predicts the magazine will see double-digit year-to-date
growth through September.
"The media community didn't leave because they wanted
to," she says. "They've always been rooting for us, and they've
been waiting for us to turn around."
But the magazine has also benefited from a rise in ad
pages across the women's service category, which is
up 5.8 percent year-to-date, paced by a 19.9 percent jump for Redbook.
Oprah was up 17.4 percent, More up 16.7 percent, and Real Simple up
12.3 percent.
Helping the bump in women's service was an
increase in spending from the food and food service industry. June
spending was up 13.7 percent, with year-to-date spending up 18.3 percent.
Overall magazine ad pages in June were
up 2.3 percent over the prior June. Year-to-date growth paced at 1.9
percent. Year-to-date ad revenues based on rate cards before discounts
were up 9.8 percent through June, to $11.6 billion.
Among the leading ad spenders in June were financial,
insurance and real estate advertisers. That category grew by 15.5 percent
over last June. Media and advertising was up 10.5 percent.
Drugs and remedies spending
continued to slide, declining 4.8 percent from last June and 4.9 percent
year to date.
Among the magazine categories tracked by Media Life,
the newsweeklies were down 10.3 percent through June.
Time was off 18.4 percent, and Newsweek was down 14.0 percent. Only The
Week saw increases, with pages up 18.6 percent through the first six
months of the year.
Business titles also declined in
ad pages year-to-date in June at 5.7 percent. Fast Company, down 11.4
percent, Fortune, 11.3 percent, and Business Week, 10.1 percent, saw the
largest declines.
Overall, 13 of the 20 categories
Media Life tracks experienced increases in ad pages during June compared
to the year-to-date numbers through June last year. Six categories showed
declines, and one, travel, was flat.
Teen magazines showed the largest
increase at 9.4 percent. Elle Girl led the way at 37 percent, followed by
Teen Vogue at 29.9 percent and J-14 at 22.2 percent.
Shelter was next with 8.5 percent
growth followed by Sunday magazines with 6.8 percent.
Personal finance declined
slightly in the year-to-date numbers at 1.9 percent. Growth of 8.7 percent
by Kiplinger's Personal Finance was offset by a decline of 8.2 percent by
Barron's.
|
Automotive |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
AUTOMOBILE
MAGAZINE |
29,138,099 |
27,698,732 |
5.2 |
377.65 |
398.37 |
-5.2 |
|
AUTOWEEK |
24,804,645 |
16,724,890 |
48.3 |
595.43 |
579.01 |
2.8 |
|
CAR AND DRIVER |
104,113,183 |
82,390,432 |
26.4 |
584.67 |
561.29 |
4.2 |
|
HOT ROD |
28,719,107 |
18,579,726 |
54.6 |
349.34 |
253.46 |
37.8 |
|
MOTOR TREND |
74,483,186 |
64,107,561 |
16.2 |
569.08 |
542.64 |
4.9 |
|
ROAD & TRACK |
63,321,024 |
48,915,308 |
29.5 |
584.38 |
573.59 |
1.9 |
|
TOTALS |
324,579,244 |
258,416,649 |
25.6 |
3060.55 |
2908.36 |
5.2 |
|
Source: PIB |
|
Entertainment/Celebrity |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
|
ENT. WEEKLY |
113,846,264 |
120,214,439 |
-5.3 |
843.40 |
951.20 |
-11.3 |
|
IN TOUCH |
25,403,262 |
10,250,273 |
147.8 |
296.00 |
237.50 |
24.6 |
|
LIFE & STYLE |
4,967,822 |
0 |
- |
174.00 |
0.00 |
- |
|
PEOPLE |
412,560,151 |
360,380,818 |
14.5 |
1,870.34 |
1,700.24 |
10.0 |
|
PRMRE |
15,006,253 |
11,635,323 |
29.0 |
264.18 |
229.73 |
15.0 |
|
ROLLING STONE |
92,516,272 |
74,689,447 |
23.9 |
731.51 |
671.12 |
9.0 |
|
STAR |
55,239,435 |
27,294,249 |
102.4 |
434.92 |
344.27 |
26.3 |
TV
GUIDE |
168,630,654 |
197,321,744 |
-14.5 |
947.37 |
1,192.53 |
-20.6 |
|
US |
101,352,236 |
65,001,117 |
55.9 |
908.69 |
782.10 |
16.2 |
|
TOTALS |
989,522,349 |
866,787,410 |
14.2 |
6470.41 |
6108.69 |
5.9 |
|
Source: PIB |
|
Teen mags |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
COSMO
GIRL |
32,871,735 |
30,289,546 |
8.5 |
349.71 |
344.40 |
1.5 |
|
ELLE GIRL |
12,819,113 |
8,882,717 |
44.3 |
327.59 |
239.13 |
37.0 |
|
J-14 |
2,651,284 |
2,066,982 |
28.3 |
88.83 |
72.67 |
22.2 |
SEVN
TEEN |
45,919,829 |
43,911,746 |
4.6 |
452.14 |
459.03 |
-1.5 |
TEEN
PEOPLE |
28,561,196 |
29,648,272 |
-3.7 |
353.14 |
383.15 |
-7.8 |
TEEN
VOGUE |
33,496,671 |
14,116,428 |
137.3 |
432.41 |
332.93 |
29.9 |
|
Totals |
156,319,828 |
128,915,691 |
21.3 |
2003.82 |
1831.31 |
9.4 |
|
Source: PIB |
|
Women's
service/beauty |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
|
ALLURE |
62,123,619 |
48,238,384 |
28.8 |
641.46 |
580.00 |
10.6 |
|
COSMO |
166,108,388 |
157,955,946 |
5.2 |
830.45 |
863.57 |
-3.8 |
|
GLMR |
120,346,625 |
98,696,234 |
21.9 |
785.02 |
699.53 |
12.2 |
|
JANE |
24,063,833 |
22,434,385 |
7.3 |
399.86 |
396.97 |
0.7 |
MARIE
CLAIRE |
56,109,103 |
53,226,224 |
5.4 |
601.54 |
642.09 |
-6.3 |
|
Totals |
428,751,568 |
380,551,173 |
12.7 |
3258.33 |
3182.16 |
2.4 |
|
Source: PIB |
|
Fashion |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
|
ELLE |
89,466,553 |
71,759,139 |
24.7 |
862.17 |
751.76 |
14.7 |
HRPR'S
BAZR |
61,076,264 |
52,970,737 |
15.3 |
695.66 |
641.14 |
8.5 |
|
IN STYLE |
183,467,712 |
158,765,886 |
15.6 |
1,645.13 |
1,525.66 |
7.8 |
|
LUCKY |
62,545,599 |
48,283,026 |
29.5 |
768.95 |
711.03 |
8.1 |
|
TOWN & COUNTRY |
61,062,558 |
54,081,137 |
12.9 |
806.93 |
814.63 |
-0.9 |
|
VOGUE |
135,814,678 |
125,979,401 |
7.8 |
1,196.10 |
1,241.61 |
-3.7 |
|
W |
59,537,293 |
55,178,731 |
7.9 |
822.33 |
817.14 |
0.6 |
|
TOTALS |
652,970,657 |
567,018,057 |
15.2 |
6797.27 |
6502.97 |
4.5 |
|
Source: PIB |
|
Travel |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
ARTHUR
FRMMERS
BDGT
TRVL |
14,514,041 |
12,842,990 |
13.0 |
416.92 |
373.16 |
11.7 |
CONDE
NAST
TRAVLR |
63,023,008 |
59,745,169 |
5.5 |
725.85 |
763.53 |
-4.9 |
|
DPRTRES |
24,774,549 |
21,892,726 |
13.2 |
380.25 |
355.52 |
7.0 |
ENDLSS
VACTION |
14,337,013 |
14,051,591 |
2.0 |
229.50 |
247.75 |
-7.4 |
NAT GEO
TRVLR |
15,966,422 |
13,227,269 |
20.7 |
263.57 |
232.87 |
13.2 |
TRAVL+
LEISRE |
70,252,455 |
66,674,156 |
5.4 |
791.42 |
834.48 |
-5.2 |
|
Totals |
202,867,488 |
188,433,901 |
7.7 |
2807.51 |
2807.31 |
0.0 |
|
Source: PIB |
|
General
Interest & Lifestyle |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
|
AARP |
61,131,594 |
61,700,064 |
-0.9 |
130.21 |
138.49 |
-6.0 |
|
ATLNTIC |
12,212,990 |
11,825,420 |
3.3 |
312.37 |
334.92 |
-6.7 |
BDGT
LIVING |
7,090,976 |
7,451,469 |
-4.8 |
170.11 |
197.57 |
-13.9 |
CNTRY
LVNG |
74,057,794 |
63,355,352 |
16.9 |
567.53 |
555.15 |
2.2 |
|
GDPSTS |
14,026,892 |
16,251,525 |
-13.7 |
168.19 |
212.89 |
-21.0 |
|
NAT GEO. |
41,475,534 |
45,114,365 |
-8.1 |
207.85 |
243.46 |
-14.6 |
NEW
YORK |
78,086,542 |
52,147,300 |
49.7 |
1,329.10 |
1,282.89 |
3.6 |
NEW
YRKER |
96,306,418 |
86,195,363 |
11.7 |
1,010.94 |
1,005.10 |
0.6 |
READER'S
DIGEST |
142,704,323 |
130,908,386 |
9.0 |
494.39 |
501.61 |
-1.4 |
|
SMTHSNN |
33,750,208 |
30,641,310 |
10.1 |
291.99 |
292.06 |
0.0 |
SO.
LIVING |
112,004,826 |
88,447,702 |
26.6 |
810.62 |
730.70 |
10.9 |
|
SUNSET |
52,211,738 |
44,548,247 |
17.2 |
543.21 |
510.14 |
6.5 |
TEX.
MNTHLY |
35,695,751 |
24,545,029 |
45.4 |
1,017.48 |
813.38 |
25.1 |
VANITY
FAIR |
116,809,342 |
103,948,367 |
12.4 |
935.92 |
932.72 |
0.3 |
|
Totals |
877,564,928 |
767,079,899 |
14.4 |
7989.91 |
7751.08 |
3.1 |
|
Source: PIB |
|
Parenting |
|
Titles |
2005
$s |
2004 $s |
%
chnge |
'05
pages |
'04
pages |
%
chnge |
AMER.
BABY |
50,197,769 |
49,144,552 |
2.1 |
332.84 |
346.34 |
-3.9 |
|
BABY TALK |
36,175,900 |
30,369,324 |
19.1 |
283.05 |
255.05 |
11.0 |
|
CHILD |
40,802,783 |
34,882,154 |
17.0 |
526.48 |
493.55 |
6.7 |
FAMILY
FUN |
42,256,919 |
36,332,659 |
16.3 |
339.46 |
306.88 |
10.6 |
|
PARNTNG |
83,137,012 |
78,356,382 |
6.1 |
644.55 |
632.29 |
1.9 |
| |
