Magazines see
ad pages fall yet further
Tumble 7.4 percent in the first half of 2008
By Lisa Snedeker
Jul 11, 2008
The first three months of 2008 were rough for consumer magazines, with ad pages falling 6.3 percent, the steepest in years.
By the looks of things, the second quarter was even rougher.
That's according to the latest data from the Publishers Information Bureau. They show ad pages slipped at an even faster pace between April and June.
Pages fell 7.4 percent over the first six months of the year, to 111,798.85 from 120,767.29 for the same period in 2007. That figure includes ad pages for Sunday magazines as well.
But in the second quarter pages slid 8.3 percent, to 50,695.60 from 54,126.39 for the same three months in 2007, suggesting that the ad climate for consumer titles is likely to get worse, even though some media forecasters are anticipating a stronger second half in overall ad spending.
Magazine ad revenues for the six months were reported to be down by 2.8 percent, to $12,492,275,667, but the decline was probably much steeper. That figure was based on rates cards before discounting, and in these hard times discounting is the norm.
A major factor in those page declines was a pullback by pharmaceutical advertisers, a category that had been increasing its spending steadily over recent years, and in the process offsetting cutbacks by other top categories, such as automotive.
In the first half of 2008, drugs and remedies, the top category, saw ad pages fall 13.2 percent, and in the second quarter the pace accelerated to a 20.5 percent decline.
Other major decliners in the first half were automotive, the No. 8 category, down 21.3 percent, and toiletries, the No. 3 category, off 11.1 percent.
Of the 13 categories tracked by PIB, only four saw page gains, food, up 6.9 percent, retail, up 2.3 percent, media and advertising, up 0.8 percent, and public transit and hotels, up 0.5 percent. Of the 23 categories of magazines tracked by Media Life, all but one saw pages decline for the first half. Only women's fashion titles were up, and by a modest 0.1 percent.
Among the worst-hit categories were the business titles, off 10.2 percent, and newsweeklies, down 15.3 percent.
|
Automotive
Year to date
|
|
Titles
|
2008
$s
|
2007 $s
|
%
chnge
|
'08
pages
|
'07
pages
|
%
chnge
|
|
AUTOMOBILE MAGAZINE
|
35,203,520
|
37,283,895
|
-5.6
|
385.19
|
431.71
|
-10.8
|
|
AUTOWEEK
|
17,812,180
|
21,131,907
|
-15.7
|
513.91
|
621.60
|
-17.3
|
|
CAR AND DRIVER
|
94,927,091
|
98,566,899
|
-3.7
|
477.24
|
522.34
|
-8.6
|
|
HOT ROD
|
30,740,191
|
30,088,418
|
2.2
|
309.48
|
323.62
|
-4.4
|
|
MOTOR TREND
|
79,669,549
|
85,521,941
|
-6.8
|
513.47
|
586.78
|
-12.5
|
|
ROAD & TRACK
|
61,518,120
|
60,368,782
|
1.9
|
530.19
|
546.06
|
-2.9
|
|
TOTALS
|
319,870,651
|
332,961,842
|
-3.9
|
2,729.48
|
3,032.11
|
-10.0
|
|
Source: PIB
|
|
Entertainment/Celebrity
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ENTERTAINMENT WEEKLY |
95,393,109 |
109,630,312 |
-13.0 |
605.39 |
727.51 |
-16.8 |
|
IN TOUCH WEEKLY |
74,053,486 |
64,941,314 |
14.0 |
591.10 |
516.86 |
14.4 |
|
LIFE & STYLE WEEKLY |
19,770,973 |
21,585,798 |
-8.4 |
309.12 |
321.53 |
-3.9 |
|
OK WEEKLY |
29,992,783 |
20,752,248 |
44.5 |
368.16 |
279.57 |
31.7 |
|
PEOPLE |
451,779,759 |
456,504,133 |
-1.0 |
1,723.61 |
1,812.14 |
-4.9 |
|
STAR |
90,421,344 |
100,647,859 |
-10.2 |
626.52 |
619.34 |
1.2 |
|
TV GUIDE |
103,132,873 |
94,602,475 |
9.0 |
504.06 |
511.22 |
-1.4 |
|
US WEEKLY |
157,374,563 |
156,544,020 |
0.5 |
916.23 |
983.20 |
-6.8 |
|
TOTALS |
1,021,918,890 |
1,025,208,159 |
-0.3 |
5,644.19 |
5,771.37 |
-2.2 |
|
Source: PIB |
|
Teen magazines
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
COSMOGIRL |
32,966,570 |
36,914,151 |
-10.7 |
298.23 |
348.97 |
-14.5 |
|
J-14 |
3,160,254 |
3,226,605 |
-2.1 |
102.43 |
111.90 |
-8.5 |
|
SEVENTEEN |
45,901,883 |
45,897,394 |
0.0 |
376.84 |
399.74 |
-5.7 |
|
TEEN VOGUE |
51,477,690 |
44,763,807 |
15.0 |
517.81 |
495.39 |
4.5 |
|
TOTALS |
133,506,397 |
130,801,957 |
-2.1 |
1,295.31 |
1,356.00 |
-4.5 |
|
Source: PIB |
|
Women's service/beauty
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ALLURE |
88,584,869 |
85,140,805 |
4.0 |
741.69 |
787.75 |
-5.8 |
|
COSMOPOLITAN |
186,101,082 |
208,649,181 |
-10.8 |
791.09 |
931.80 |
-15.1 |
|
GLAMOUR |
156,510,629 |
163,511,666 |
-4.3 |
860.20 |
937.19 |
-8.2 |
|
MARIE CLAIRE |
66,455,744 |
68,202,304 |
-2.6 |
597.98 |
645.13 |
-7.3 |
|
TOTALS |
497,652,324 |
525,503,956 |
-5.3 |
2,990.96 |
3,301.87 |
-9.4 |
|
Source: PIB |
|
Fashion
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ELLE |
144,181,759 |
129,040,931 |
11.7 |
1,170.57 |
1,100.18 |
6.4 |
|
HARPER'S BAZAAR |
95,062,185 |
82,820,318 |
14.8 |
890.22 |
813.71 |
9.4 |
|
LUCKY |
75,774,570 |
82,179,553 |
-7.8 |
722.22 |
822.34 |
-12.2 |
|
TOWN & COUNTRY |
76,786,163 |
63,000,504 |
21.9 |
735.20 |
772.11 |
-4.8 |
|
VOGUE |
180,609,822 |
172,597,259 |
4.6 |
1,328.13 |
1,322.43 |
0.4 |
|
W |
74,018,848 |
71,205,150 |
4.0 |
881.05 |
893.85 |
-1.4 |
|
TOTALS |
646,433,347 |
600,843,715 |
7.6 |
5,727.39 |
5,724.62 |
0.1 |
|
Source: PIB |
|
Travel
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ARTHUR FROMMERS BDGT TRVL |
17,936,152 |
16,457,302 |
9.0 |
362.67 |
388.82 |
-6.7 |
|
CONDE NAST TRAVELER |
87,961,460 |
80,393,633 |
9.4 |
811.48 |
781.99 |
3.8 |
|
DEPARTURES |
34,574,611 |
32,267,731 |
7.1 |
428.62 |
438.63 |
-2.3 |
|
ENDLESS VACATION |
4,907,074 |
5,320,431 |
-7.8 |
65.42 |
67.63 |
-3.3 |
|
NATIONAL GEOGRAPHIC TRVLR |
20,242,031 |
18,330,860 |
10.4 |
284.16 |
274.86 |
3.4 |
|
TRAVEL+LEISURE |
73,986,168 |
76,228,955 |
-2.9 |
718.81 |
772.96 |
-7.0 |
|
TOTALS |
239,607,496 |
228,998,912 |
4.6 |
2,671.16 |
2,724.89 |
-2 |
|
Source: PIB |
|
General Interest & Lifestyle
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
AARP-THE MAGAZINE |
72,946,550 |
86,684,711 |
-15.8 |
129.62 |
163.07 |
-20.5 |
|
ATLANTIC MONTHLY THE |
14,858,525 |
15,354,890 |
-3.2 |
242.59 |
295.13 |
-17.8 |
|
GUIDEPOSTS |
22,092,508 |
19,473,015 |
13.5 |
271.41 |
246.99 |
9.9 |
|
NATIONAL GEOGRAPHIC |
52,286,062 |
45,315,206 |
15.4 |
234.06 |
210.77 |
11.0 |
|
NEW YORK MAGAZINE |
112,631,495 |
98,441,424 |
14.4 |
1,615.21 |
1,479.52 |
9.2 |
|
NEW YORKER |
79,576,222 |
93,470,799 |
-14.9 |
665.15 |
832.65 |
-20.1 |
|
READER'S DIGEST |
130,581,780 |
169,072,261 |
-22.8 |
469.74 |
552.07 |
-14.9 |
|
SMITHSONIAN |
37,091,163 |
35,112,910 |
5.6 |
273.34 |
267.18 |
2.3 |
|
SOUTHERN LIVING |
101,376,107 |
103,799,588 |
-2.3 |
619.96 |
664.69 |
-6.7 |
|
SUNSET |
41,939,884 |
46,137,364 |
-9.1 |
417.41 |
489.98 |
-14.8 |
|
TEXAS MONTHLY |
38,828,011 |
42,063,992 |
-7.7 |
1,017.84 |
1,116.54 |
-8.8 |
|
VANITY FAIR |
120,617,186 |
125,879,404 |
-4.2 |
838.70 |
919.78 |
-8.8 |
|
TOTALS |
824,825,493 |
880,805,564 |
-6.4 |
6,795.03 |
7,238.37 |
-6.1 |
|
Source: PIB |
|
Parenting
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
AMERICAN BABY |
51,601,598 |
50,032,198 |
3.1 |
285.60 |
297.42 |
-4.0 |
|
BABY TALK |
34,131,307 |
32,271,172 |
5.8 |
232.94 |
229.94 |
1.3 |
|
CHILD |
0 |
28,923,235 |
- |
0.00 |
404.64 |
- |
|
COOKIE |
25,285,773 |
11,061,717 |
128.6 |
333.79 |
222.71 |
49.9 |
|
FAMILY FUN |
52,195,049 |
46,099,036 |
13.2 |
341.00 |
318.38 |
7.1 |
|
PARENTING |
61,494,531 |
64,704,398 |
-5.0 |
423.02 |
427.79 |
-1.1 |
|
PARENTS |
105,533,795 |
88,926,950 |
18.7 |
674.89 |
601.25 |
12.2 |
|
WONDERTIME |
9,891,118 |
6,913,991 |
43.1 |
223.95 |
206.38 |
8.5 |
|
TOTALS |
340,133,171 |
328,932,697 |
3.4 |
2,515.19 |
2,708.51 |
-7.1 |
|
Source: PIB |
|
Personal finance
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
BARRONS |
33,015,439 |
32,153,259 |
2.7 |
778.40 |
781.07 |
-0.3 |
|
KIPLINGERS PERSNL FINANCE |
16,179,316 |
18,257,308 |
-11.4 |
221.69 |
261.88 |
-15.3 |
|
MONEY |
63,805,637 |
65,210,485 |
-2.2 |
336.06 |
344.05 |
-2.3 |
|
SMARTMONEY |
20,393,594 |
25,132,636 |
-18.9 |
242.23 |
310.21 |
-21.9 |
|
TOTALS |
133,393,986 |
140,753,688 |
-5.2 |
1,578.38 |
1,697.21 |
-7.0 |
|
Source: PIB |
|
Newsweeklies
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ECONOMIST |
65,674,919 |
52,993,388 |
23.9 |
1,245.47 |
1,200.98 |
3.7 |
|
NEWSWEEK |
157,085,725 |
223,581,051 |
-29.7 |
687.99 |
887.07 |
-22.4 |
|
THE WEEK |
12,606,735 |
13,005,508 |
-3.1 |
247.89 |
282.18 |
-12.2 |
|
TIME |
211,889,130 |
252,598,738 |
-16.1 |
798.42 |
1,011.69 |
-21.1 |
|
U S NEWS & WORLD REPORT |
92,948,379 |
125,790,743 |
-26.1 |
542.88 |
779.22 |
-30.3 |
|
TOTALS |
540,204,888 |
667,969,428 |
-19.1 |
3,522.65 |
4,161.14 |
-15.3 |
|
Source: PIB |
|
Women's Service
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
BETTER HOMES & GARDENS
|
375,599,402
|
402,091,685
|
-6.6
|
840.16
|
962.61
|
-12.7
|
|
FAMILY CIRCLE
|
175,295,556
|
191,017,499
|
-8.2
|
730.41
|
853.87
|
-14.5
|
|
FIRST FOR WOMEN
|
23,496,940
|
20,949,461
|
12.2
|
344.60
|
326.07
|
5.7
|
|
GOOD HOUSEKEEPING
|
268,415,047
|
256,529,022
|
4.6
|
812.97
|
818.58
|
-0.7
|
|
LADIES' HOME JOURNAL
|
149,823,967
|
165,237,192
|
-9.3
|
611.07
|
713.17
|
-14.3
|
|
MARTHA
STEWART LIVING
|
93,909,643
|
89,782,349
|
4.6
|
633.29
|
651.84
|
-2.8
|
|
MORE
|
57,470,858
|
65,232,939
|
-11.9
|
452.59
|
590.49
|
-23.4
|
|
REAL SIMPLE
|
134,216,979
|
132,270,830
|
1.5
|
872.21
|
904.19
|
-3.5
|
|
REDBOOK
|
99,765,338
|
106,109,774
|
-6.0
|
704.51
|
766.04
|
-8.0
|
|
WOMAN'S DAY
|
201,871,311
|
196,939,866
|
2.5
|
811.68
|
835.46
|
-2.8
|
|
WOMANS WORLD
|
15,861,310
|
14,461,840
|
9.7
|
179.62
|
181.64
|
-1.1
|
|
WOMEN'S HEALTH
|
40,940,254
|
20,072,377
|
104.0
|
375.15
|
282.65
|
32.7
|
|
WORKING MOTHER
|
17,937,194
|
14,276,700
|
25.6
|
270.02
|
226.47
|
19.2
|
|
TOTALS
|
1,654,603,799
|
1,674,971,534
|
-1.2
|
7,638.28
|
8,113.08
|
-5.9
|
|
Source: PIB |
|
Fan Sports
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ESPN MAGAZINE |
122,955,850
|
134,350,806
|
-8.5
|
589.93
|
692.07
|
-14.8
|
|
SPORTING NEWS |
14,249,031
|
18,948,158
|
-24.8
|
225.78
|
326.78
|
-30.9
|
|
SPORTS ILLUSTRATED |
314,517,004
|
324,256,034
|
-3.0
|
924.20
|
992.86
|
-6.9
|
|
TOTALS |
451,721,885
|
477,554,998
|
-5.4
|
1,739.91
|
2,011.71
|
-13.5
|
|
Source: PIB |
|
Personal Sports
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
BICYCLING |
21,331,784
|
20,789,809
|
2.6
|
376.47
|
392.94
|
-4.2
|
|
GOLF DIGEST |
91,572,740
|
93,512,949
|
-2.1
|
730.85
|
782.61
|
-6.6
|
|
GOLF FOR WOMEN |
15,972,097
|
15,060,939
|
6.0
|
258.31
|
279.45
|
-7.6
|
|
GOLF MAGAZINE |
100,295,288
|
98,070,785
|
2.3
|
625.47
|
627.78
|
-0.4
|
|
GOLF WORLD |
26,774,008
|
24,259,539
|
10.4
|
788.97
|
757.53
|
4.2
|
|
RUNNERS WORLD |
36,560,250
|
33,811,839
|
8.1
|
353.36
|
346.16
|
2.1
|
|
SKI |
7,419,384
|
9,013,513
|
-17.7
|
125.71
|
150.88
|
-16.7
|
|
SKIING |
4,287,867
|
4,832,403
|
-11.3
|
81.64
|
90.23
|
-9.5
|
|
TENNIS |
12,546,516
|
15,561,288
|
-19.4
|
243.01
|
284.99
|
-14.7
|
|
TRAVEL + LEISURE GOLF |
16,963,401
|
16,506,871
|
2.8
|
214.34
|
218.10
|
-1.7
|
|
TOTALS |
333,723,335
|
331,419,935
|
0.7
|
3,798.13
|
3,930.67
|
-3.4
|
|
Source: PIB |
|
Weekend magazines
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
AMERICAN PROFILE
|
118,721,484
|
105,366,059
|
12.7
|
290.89
|
287.11
|
1.3
|
|
LIFE MAGAZINE
|
0
|
37,236,406
|
-
|
0.00
|
98.84
|
-
|
|
LOS ANGELES TIMES MAGAZINE
|
10,130,848
|
12,389,882
|
-18.2
|
213.82
|
254.04
|
-15.8
|
|
NEW YORK TIMES MAGAZINE
|
181,291,296
|
189,782,971
|
-4.5
|
1,563.85
|
1,707.34
|
-8.4
|
|
PARADE
|
322,567,148
|
311,094,977
|
3.7
|
345.71
|
348.62
|
-0.8
|
|
RELISH
|
62,343,887
|
34,472,571
|
80.9
|
110.69
|
85.53
|
29.4
|
|
USA
WEEKEND
|
242,651,604
|
241,361,985
|
0.5
|
349.76
|
357.54
|
-2.2
|
|
TOTALS
|
937,706,267
|
931,704,851
|
0.6
|
2,874.72
|
3,139.02
|
-8.4
|
|
Source: PIB |
|
Men's
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
DETAILS |
32,823,616
|
31,531,796
|
4.1
|
542.84
|
544.86
|
-0.4
|
|
ESQUIRE |
48,393,664
|
48,395,821
|
0.0
|
431.00
|
456.89
|
-5.7
|
|
FHM |
0
|
9,611,491
|
-
|
0.00
|
90.14
|
-
|
|
GQ |
84,864,885
|
82,775,562
|
2.5
|
666.09
|
702.27
|
-5.2
|
|
MAXIM |
91,470,314
|
85,884,925
|
6.5
|
388.19
|
385.46
|
0.7
|
|
MEN'S FITNESS |
34,828,570
|
35,931,250
|
-3.1
|
454.39
|
452.38
|
0.4
|
|
MEN'S HEALTH |
74,079,571
|
79,618,723
|
-7.0
|
459.76
|
524.71
|
-12.4
|
|
MEN'S JOURNAL |
55,800,136
|
47,472,307
|
17.5
|
616.02
|
550.61
|
11.9
|
|
MEN'S VOGUE |
15,281,680
|
11,421,662
|
33.8
|
271.51
|
248.85
|
9.1
|
|
PLAYBOY |
34,072,458
|
38,879,558
|
-12.4
|
215.70
|
221.19
|
-2.5
|
|
STUFF |
0
|
32,964,281
|
-
|
0.00
|
296.71
|
-
|
|
TOTALS |
471,614,894
|
471,523,095
|
0.02
|
4,045.5
|
4,177.36
|
-3.2
|
|
Source: PIB |
|
Shelter
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
ARCHITECTURAL DIGEST |
88,131,407
|
80,041,380
|
10.1
|
816.39
|
786.10
|
3.9
|
|
COTTAGE LIVING |
16,731,585
|
16,460,031
|
1.6
|
239.50
|
244.14
|
-1.9
|
|
COUNTRY HOME |
70,659,467
|
71,983,654
|
-1.8
|
328.06
|
372.36
|
-11.9
|
|
COUNTRY LIVING |
71,416,677
|
69,367,581
|
3.0
|
495.74
|
514.62
|
-3.7
|
|
DOMINO |
25,493,305
|
18,895,765
|
34.9
|
307.31
|
304.55
|
0.9
|
|
DWELL |
21,228,019
|
20,750,126
|
2.3
|
582.37
|
627.84
|
-7.2
|
|
ELLE DECOR |
44,709,432
|
41,931,994
|
6.6
|
577.73
|
565.89
|
2.1
|
|
HOME |
21,493,281
|
30,881,535
|
-30.4
|
206.69
|
298.95
|
-30.9
|
|
HOUSE & GARDEN |
0
|
47,553,649
|
-
|
0.00
|
433.61
|
-
|
|
HOUSE BEAUTIFUL |
47,778,537
|
42,482,270
|
12.5
|
374.45
|
330.25
|
13.4
|
|
METROPOLITAN HOME |
45,750,829
|
43,868,390
|
4.3
|
494.33
|
475.95
|
3.9
|
|
THIS OLD HOUSE |
24,204,033
|
25,155,759
|
-3.8
|
295.09
|
321.59
|
-8.2
|
|
TRADITIONAL HOME |
50,038,651
|
55,502,305
|
-9.8
|
349.78
|
412.02
|
-15.1
|
|
VERANDA |
25,906,520
|
21,586,937
|
20.0
|
477.72
|
420.17
|
13.7
|
|
TOTALS |
553,541,743
|
586,461,376
|
-5.6
|
5,545.16
|
6,108.04
|
-9.2
|
|
Source: PIB |
|
Bridal
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
BRIDAL GUIDE |
42,073,313
|
48,773,734
|
-13.7
|
1,065.38
|
1,264.71
|
-15.8
|
|
BRIDE'S |
112,641,528
|
105,041,419
|
7.2
|
1,508.26
|
1,476.54
|
2.1
|
|
ELEGANT BRIDE |
9,391,785
|
9,588,796
|
-2.1
|
258.71
|
293.44
|
-11.8
|
|
MODERN BRIDE |
81,789,988
|
80,481,892
|
1.6
|
1,091.29
|
1,137.67
|
-4.1
|
|
TOTALS |
245,896,614
|
243,885,841
|
0.8
|
3,923.64
|
4,172.36
|
-6.0
|
|
Source: PIB |
|
Epicurean
Year to date |
|
Titles |
2008
$s |
2007 $s |
%
chnge |
'08
pages |
'07
pages |
%
chnge |
|
BON APPETIT |
52,214,692
|
51,413,882
|
1.6
|
427.54
|
445.22
|
-4.0
|
|
COOKING LIGHT |
63,220,273
|
68,183,577
|
-7.3
|
615.76
|
719.58
|
-14.4
|
|
EVERY DAY W/ RACHAEL RAY |
49,591,000
|
32,815,325
|
51.1
|
375.61
|
325.41
|
15.4
|
|
EVERYDAY FOOD |
14,086,595
|
15,091,283
|
|
