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for magazines to revive It will take an easing of the credit and housing crises Oct 21, 2008 Magazines have been hit hard in the first three quarters of the year, with ad pages falling 9.5 percent year to year, according to numbers issued last week by the Publishers Information Bureau. The question now, after a third quarter in which pages were off an alarming 12.9 percent, is when will things start to turn around. The answer: Not for at least several more months. “A lot of money needs to be spent to create jobs, security and get the banking problems resolved. We’ll see a lot better numbers after the election, with the really significant improvements at the end of the second quarter once the housing market has stabilized and the credit crunch has gotten better.” The immediate question is how fourth quarter will turn out. Magazines won’t benefit from the temporary fourth-quarter jolt that political revenue will deliver for TV and radio, and if the trend seen in third quarter holds, the hurt could deepen significantly. Fortune Small Business saw the biggest year-to-year quarterly jump, up 42.7 percent from 79.84 to 113.92. OK! Weekly saw the second-biggest gain, up 39.3 percent from 156.58 to 218.05. Third came Fast Company, up 30.5 percent from 98.78 to 128.89 pages. Most of the top gainers were either relatively new publications, like OK! and Wondertime, up 25.9 percent in third quarter, that were building from small bases or smaller niche magazines like Ride BMX or Executive Travel Skyguide, which weren’t hurt by the overall economic downturn. Meanwhile, the biggest decliner during third quarter was Hearst’s Quick & Simple, which closed in July. The failed women’s title was off 67 percent from last year. Medizine’s Diabetes Focus had the second-biggest decrease, off 48.1 percent from 21 pages to 11. The Saturday Evening Post posted the third-biggest downturn, down 46.2 percent from 99.67 to 53.6. Eleven publications saw ad pages fall 30 percent or more during third quarter. “When times are tough and they should be advertising, companies pull back,” Craig says. “It’s an easy pullback, and it’s a mistake.”
Teen magazines
Titles
2008
2007 $s
%
'08
'07
%
COSMOGIRL
51,049,844
56,949,635
-10.4
460.07
535.29
-14.1
J-14
5,544,985
5,845,891
-5.1
180.37
204.51
-11.8
SEVENTEEN
74,387,546
77,393,149
-3.9
608.49
672.19
-9.5
TEEN VOGUE
80,965,604
77,428,245
4.6
814.73
856.09
-4.8
TOTALS
211,947,979
217,616,920
-2.6
2,063.66
2,268.08
-9.0
Source: PIB
Women's service/beauty
Titles
2008
2007 $s
%
'08
'07
%
ALLURE
140,555,123
128,642,265
9.3
1,187.08
1,228.45
-3.4
COSMOPOLITAN
278,632,612
303,776,641
-8.3
1,182.82
1,360.61
-13.1
GLAMOUR
236,874,832
253,845,241
-6.7
1,302.37
1,447.59
-10.0
MARIE CLAIRE
104,502,375
102,778,812
1.7
937.87
973.86
-3.7
TOTALS
760,564,942
789,042,959
-3.6
4,610.14
5,010.51
-8.0
Source: PIB
Fashion
Titles
2008
2007 $s
%
'08
'07
%
ELLE
226,266,780
202,455,741
11.8
1,817.92
1,725.30
5.4
HARPER'S BAZAAR
151,757,494
135,437,346
12.0
1,411.00
1,316.21
7.2
LUCKY
124,330,686
128,523,331
-3.3
1,184.38
1,290.12
-8.2
TOWN & COUNTRY
106,342,959
88,310,091
20.4
1,067.54
1,091.32
-2.2
VOGUE
301,067,656
300,644,756
0.1
2,204.44
2,293.19
-3.9
W
120,338,752
122,976,501
-2.1
1,430.56
1,543.09
-7.3
TOTALS
1,030,104,327
978,347,766
5.3
9,115.84
9,259.23
-1.6
Source: PIB
Travel
Titles
2008
2007 $s
%
'08
'07
%
ARTHUR FROMMERS BDGT TRVL
23,733,510
22,365,989
6.1
474.76
523.03
-9.2
CONDE NAST TRAVELER
128,923,138
125,252,825
2.9
1,187.97
1,229.76
-3.4
DEPARTURES
53,232,229
51,559,406
3.2
659.97
698.96
-5.6
ENDLESS VACATION
10,493,050
10,642,232
-1.4
132.95
135.55
-1.9
NATIONAL GEOGRAPHIC TRVLR
29,144,346
26,329,135
10.7
412.08
391.88
5.2
TRAVEL+ LEISURE
106,426,039
108,776,791
-2.2
1,046.10
1,100.93
-5.0
TOTALS
351,952,312
344,926,378
2.0
3,913.83
4,080.11
-4.1
Source: PIB
General Interest & Lifestyle
Titles
2008
2007 $s
%
'08
'07
%
AARP-THE MAGAZINE
125,967,405
145,295,663
-13.3
222.47
271.99
-18.2
21,704,738
22,037,669
-1.5
354.79
422.52
-16.0
GUIDEPOSTS
30,763,844
30,646,309
0.4
377.58
387.60
-2.6
NATIONAL GEOGRAPHIC
71,303,289
69,032,813
3.3
319.79
318.21
0.5
153,419,701
149,746,010
2.5
2,199.35
2,236.39
-1.7
NEW YORKER
122,690,970
146,649,166
-16.3
1,015.11
1,306.04
-22.3
READER'S DIGEST
184,569,534
238,738,394
-22.7
669.02
763.33
-12.4
SMITHSONIAN
51,547,954
51,893,712
-0.7
377.43
395.62
-4.6
SOUTHERN LIVING
143,695,778
154,756,783
-7.1
875.08
986.87
-11.3
SUNSET
56,756,757
70,060,095
-19.0
567.91
742.43
-23.5
51,869,019
59,250,405
-12.5
1,353.08
1,565.95
-13.6
VANITY FAIR
187,969,921
201,192,475
-6.6
1,297.09
1,470.48
-11.8
TOTALS
1,202,258,910
1,339,299,494
-10.2
9,628.7
10,867.43
-11.4
Source: PIB
Parenting
Titles
2008
2007 $s
%
'08
'07
%
AMERICAN BABY
79,096,795
79,830,327
-0.9
434.68
474.23
-8.3
BABY TALK
47,901,767
47,366,790
1.1
327.32
338.76
-3.4
CHILD
0
28,923,235
-
0.00
404.64
-
COOKIE
37,049,867
22,743,886
62.9
490.49
428.33
14.5
FAMILY FUN
75,434,521
70,545,697
6.9
493.69
487.66
1.2
PARENTING
99,831,195
105,279,132
-5.2
684.87
714.38
-4.1
PARENTS
162,611,293
152,732,308
6.5
1,039.02
1,031.75
0.7
WONDERTIME
15,233,312
10,136,830
50.3
345.74
303.15
14.0
TOTALS
517,158,750
517,558,205
-0.1
3,815.81
4,182.9
-8.8
Source: PIB
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