Summer chill for
Ad pages decline 1.9 percent April through June
Jul 13, 2007
It may be a hot summer in many parts of the country but it's looking to be a cool year for magazines, based on ad page sales during second quarter.
Ad pages were down 1.9 percent for the second quarter of the year, to 62,298.49, compared with the same period last year. Year to date, they are down 0.5 percent. That's according to the latest data from the Publishers Information Bureau.
The hurt is being seen across several major categories, including automotive, as the Big Three carmakers continue to shift ad dollars to the internet and trim spending on traditional media. Home furnishings and supplies, technology and financial, insurance and real estate categories saw the most
Automotive ad pages were down 4.5 percent for the first half of the year while home furnishings saw a staggering 15 percent loss and technology was down 13 percent.
Only five of the dozen top ad page categories were up or flat.
The major bright spot in the otherwise gloomy results remains the sustained ad spending of the drugs and remedies category, which saw an 11 percent page growth, ranking No. 1. Food and Products came in second with a 7 percent improvement in ad pages, followed by retail with a 5.6 percent increase.
Among the 23 magazines categories tracked by Media Life, 11 were up and 12 down year to date, meaning no change from the first quarter.
Personal finance and business titles also continue to suffer, down more than 10 percent through June, while science and technology titles were down 11.5 percent.
Hispanic magazines declined at 8.7 percent with weekend magazines continuing to decline at 7.7 percent. Parenting, bridal, travel and personal finance were all down around 5 percent.
Interestingly, after several years of declines, newsmagazines were among those seeing an increase in pages at 3.5 percent.
The big gainers were most notably among women’s titles and epicurean.
Women's service and beauty was up 12.2 percent in pages, with every title, including the long-suffering Jane, which despite gains is shuttering after August, showing page gains.
Epicurean was the second-largest gainer at 10 percent, with all but two titles showing strong gains, while entertainment, fashion and women’s service all fell to a close third with around 6 percent gains.
In terms of total dollars, spending for the first half of 2007 was up 6.1 percent, to $11,838,362,224, based on PIB calculations from magazine rate cards before discounting.
Automotive
Year to date
Titles
2007
2006 $s
%
'07
'06
%
AUTOMOBILE MAGAZINE
37,283,895
31,948,794
16.7
431.71
392.44
10.0
AUTOWEEK
21,131,907
24,255,733
-12.9
621.60
564.37
10.1
CAR AND DRIVER
98,566,899
93,213,475
5.7
522.34
519.66
0.5
HOT ROD
30,088,418
30,969,755
-2.8
323.62
348.28
-7.1
MOTOR TREND
85,521,941
79,698,813
7.3
586.78
577.69
1.6
ROAD & TRACK
60,368,782
54,713,193
10.3
546.06
519.55
5.1
Totals
332,961,842
314,799,763
5.7
3,032.11
2,921.99
3.8
Source: PIB
Entertainment/Celebrity
Year to date
Titles
2007
2006
$s
%
'07
'06
%
ENTERTAINMENT WEEKLY
106,534,677
110,948,701
-4.0
706.85
787.97
-10.3
IN TOUCH WEEKLY
64,941,314
47,534,804
36.6
516.86
395.19
30.8
LIFE & STYLE WEEKLY
21,585,798
10,521,058
105.2
321.53
211.77
51.8
PEOPLE
456,504,133
425,806,102
7.2
1,812.14
1,839.84
-1.5
PREMIERE
8,294,165
14,115,170
-41.2
135.81
236.63
-42.6
ROLLING STONE
95,395,212
90,208,774
5.7
645.78
644.39
0.2
STAR
100,959,629
73,795,824
36.8
621.34
484.75
28.2
TV GUIDE
94,602,475
68,411,352
38.3
511.22
393.46
29.9
US WEEKLY
156,544,020
130,515,459
19.9
983.20
912.56
7.7
Totals
1,105,361,423
971,857,244
13.7
6,254.73
5,906.56
5.9
Source: PIB
Teen magazines
Year to date
Titles
2007
2006 $s
%
'07
'06
%
COSMOGIRL
36,992,834
39,284,849
-5.8
349.64
395.62
-11.6
ELLE GIRL
0
19,169,530
-100.0
0.00
387.14
-100.0
J-14
3,226,605
3,101,674
4.0
111.90
94.44
18.5
SEVENTEEN
45,897,394
47,526,827
-3.4
399.74
440.09
-9.2
TEEN PEOPLE
0
25,681,934
-100.0
0.00
302.19
-100.0
TEEN VOGUE
44,763,807
39,801,338
12.5
495.39
486.24
1.9
Totals
130,880,640
174,566,152
-25.0
1,356.67
2,105.72
-35.6
Source: PIB
Women's service/beauty
Year to date
Titles
2007
2006 $s
%
'07
'06
%
ALLURE
85,140,805
70,774,855
20.3
787.75
686.21
14.8
COSMOPOLITAN
208,860,880
179,836,780
16.1
932.87
850.30
9.7
GLAMOUR
163,511,666
133,300,497
22.7
937.19
825.06
13.6
JANE
18,916,060
15,262,877
23.9
279.74
235.09
19.0
MARIE CLAIRE
68,202,304
59,130,707
15.3
645.13
597.68
7.9
Totals
544,631,715
458,305,716
18.8
3,582.68
3,194.34
12.2
Source: PIB
Fashion
Year to date
Titles
2007
2006 $s
%
'07
'06
%
ELLE
129,040,931
110,796,632
16.5
1,100.18
1,009.85
8.9
HARPER'S BAZAAR
82,820,318
67,214,947
23.2
813.71
720.83
12.9
LUCKY
82,179,553
70,253,552
17.0
822.34
775.99
6.0
TOWN & COUNTRY
63,000,504
61,898,448
1.8
772.11
790.37
-2.3
VOGUE
172,597,259
156,047,274
10.6
1,322.43
1,253.68
5.5
W
71,205,150
62,334,694
14.2
893.85
821.43
8.8
Totals
600,843,715
528,545,547
13.7
5,724.62
5,372.15
6.6
Source: PIB
Travel
Year to date
Titles
2007
2006 $s
%
'07
'06
%
ARTHUR FROMMERS BDGT TRVL
16,457,302
14,212,472
15.8
388.82
361.33
7.6
CONDE NAST TRAVELER
80,393,633
69,020,805
16.5
781.99
756.30
3.4
DEPARTURES
32,267,731
31,700,491
1.8
438.63
459.02
-4.4
ENDLESS VACATION
5,320,431
13,726,314
-61.2
67.63
160.02
-57.7
NATIONAL GEOGRAPHIC TRVLR
18,330,860
13,483,884
35.9
274.86
210.38
30.6
TRAVEL+ LEISURE
76,228,955
85,256,308
-10.6
772.96
925.36
-16.5
Totals
228,998,912
227,400,274
-.7
2,724.89
2,872.41
-5.1
Source: PIB
General Interest & Lifestyle
Year to date
Titles
2007
2006 $s
%
'07
'06
%
AARP-THE MAGAZINE
86,684,711
79,070,735
9.6
163.07
160.44
1.6
ATLANTIC MONTHLY THE
15,354,890
13,534,300
13.5
295.13
286.87
2.9
GUIDEPOSTS
19,389,217
19,074,502
1.6
245.99
253.09
-2.8
NATIONAL GEOGRAPHIC
42,577,533
40,128,264
6.1
198.78
198.18
0.3
NEW YORK MAGAZINE
96,450,520
95,857,538
0.6
1,448.75
1,542.35
-6.1
NEW YORKER
93,470,799
86,907,168
7.6
832.65
832.96
0.0
READER'S DIGEST
169,072,261
146,746,548
15.2
552.07
494.25
11.7
SMITHSONIAN
35,112,910
34,149,419
2.8
267.18
278.32
-4.0
SOUTHERN LIVING
103,799,588
104,566,546
-0.7
664.69
701.52
-5.3
SUNSET
45,496,438
53,022,541
-14.2
481.64
516.90
-6.8
TEXAS MONTHLY
42,063,992
39,670,344
6.0
1,116.54
1,089.13
2.5
VANITY FAIR
125,879,404
103,436,042
21.7
919.78
793.18
16.0
Totals
875,352,263
816,163,947
7.3
7,186.27
7,147.19
0.5
Source: PIB
Parenting
Year to date
Titles
2007
2006 $s
%
'07
'06
%
AMERICAN BABY
50,032,198
52,430,754
-4.6
297.42
332.66
-10.6
BABY TALK
32,271,172
36,569,215
-11.8
229.94
271.52
-15.3
CHILD
28,923,235
29,877,989
-3.2
404.64
443.05
-8.7
COOKIE
11,061,717
6,142,410
80.1
222.71
152.10
46.4
FAMILY FUN
46,099,036
43,745,456
5.4
318.38
315.31
1.0
PARENTING
64,704,398
74,897,799
-13.6
427.79
545.40
-21.6
PARENTS
88,926,950
94,020,533
-5.4
601.25
675.33
-11.0
WONDERTIME
6,913,991
3,410,604
102.7
206.38
139.89
47.5
Totals
328,932,697
341,094,760
-3.5
2,708.51
2,875.26
-5.8
Source: PIB
Personal finance
Year to date
Titles
2007
2006 $s
%
'07
'06
%
BARRONS
32,153,259
26,411,009
21.7
781.07
684.73
14.1
KIPLINGERS PERSNL FINANCE
18,257,308
19,642,617
-7.1
261.88
285.17
-8.2
MONEY
65,210,485
77,298,033
-15.6
344.05
462.90
-25.7
SMARTMONEY
25,132,636
26,912,069
-6.6
310.21
353.17
-12.2
Totals
140,753,688
150,263,728
-6.3
1,697.21
1,785.97
-4.9
Source: PIB
Newsweeklies
Year to date
Titles
2007
2006 $s
%
'07
'06
%
ECONOMIST
52,993,388
40,640,205
30.4
1,200.98
1,060.25
13.3
NEWSWEEK
223,591,165
224,336,839
-0.3
885.05
930.88
-4.9
THE WEEK
13,005,508
10,645,315
22.2
282.18
253.33
11.4
TIME
252,497,371
295,629,622
-14.6
1,011.27
1,035.69
-2.4
U.S.
NEWS
125,790,743
113,823,941
10.5
779.22
736.69
5.8
Totals
667,878,175
685,075,922
-2.5
4,158.7
4,016.84
3.5
Source: PIB
Women's Service
Year to date
Titles
2007
2006 $s
%
'07
'06
%
BETTER HOMES & GARDENS
402,091,685
366,512,667
9.7
962.61
922.14
4.4
FAMILY CIRCLE
191,017,499
151,913,801
25.7
853.87
714.89
19.4
FIRST FOR WOMEN
20,949,461
18,308,024
14.4
326.07
297.10
9.8
GOOD HOUSEKEEPING
257,448,762
244,980,240
5.1
821.58
841.95
-2.4
LADIES' HOME JOURNAL
165,237,192
174,504,897
-5.3
713.17
753.18
-5.3
MARTHA
STEWART LIVING
89,782,349
74,527,129
20.5
651.84
586.56
11.1
MORE
65,232,939
54,469,773
19.8
590.49
521.42
13.2
REAL SIMPLE
132,111,230
102,469,358
28.9
903.07
748.62
20.6
REDBOOK
106,101,701
93,622,985
13.3
765.98
715.23
7.1
WOMAN'S DAY
196,939,866
220,952,778
-10.9
835.46
933.33
-10.5
WOMANS WORLD
14,461,840
13,743,915
5.2
181.64
181.49
0.1
WOMEN'S HEALTH
20,072,377
6,751,649
197.3
282.65
187.63
50.6
WORKING MOTHER
14,276,700
14,165,372
0.8
226.47
235.57
-3.9
Totals
1,675,723,601
1,536,922,588
9.0
8,114.9
7,639.11
6.2
Source: PIB
Fan Sports
Year to date
Titles
2007
2006 $s
%
'07
'06
%
ESPN MAGAZINE
134,350,806
119,691,439
12.2
692.07
667.79
3.6
SPORTING NEWS
18,948,158
19,861,907
-4.6
326.78
356.37
-8.3
SPORTS ILLUSTRATED
317,048,714
292,579,566
8.4
971.22
957.39
1.4
Totals
470,347,678
432,132,912
8.8
1,990.07
1,981.55
0.5
Source: PIB
Personal Sports
Year to date
Titles
2007
2006 $s
%
'07
'06
%
BICYCLING
20,789,809
17,788,477
16.9
392.94
356.65
10.2
GOLF DIGEST
93,518,373
88,799,258
5.3
782.65
779.76
0.4
GOLF FOR WOMEN
15,060,939
13,621,924
10.6
279.45
293.60
-4.8
GOLF MAGAZINE
86,693,158
91,640,476
-5.4
558.66
622.42
-10.2
GOLF WORLD
24,259,539
20,084,596
20.8
757.53
680.21
11.4
RUNNERS WORLD
33,909,980
31,167,592
8.8
347.16
341.10
1.8
SKI
9,013,513
12,234,081
-26.3
150.88
214.94
-29.8
SKIING
4,832,403
6,410,216
-24.6
90.23
126.91
-28.9
TENNIS
15,561,288
12,887,577
20.7
284.99
241.59
18.0
TRAVEL + LEISURE GOLF
16,506,871
15,559,157
6.1
218.10
219.74
-0.7
Totals
320,145,873
310,193,354
3.2
3,862.59
3,876.92
-0.4
Source: PIB
Weekend magazines
Year to date
Titles
2007
2006 $s
%
'07
'06
%
AMERICAN PROFILE
105,366,059
76,454,114
37.8
287.11
261.30
9.9
LIFE MAGAZINE
37,236,406
67,226,305
-44.6
98.84
204.47
-51.7
NEW YORK TIMES MAGAZINE
189,782,971
195,120,567
-2.7
1,707.34
1,810.83
-5.7
PARADE
311,094,977
300,411,793
3.6
348.62
335.11
4.0
RELISH
34,472,571
13,048,438
164.2
85.53
45.50
88.0
USA
WEEKEND
241,361,985
233,973,172
3.2
357.54
363.01
-1.5
WEST
12,389,882
18,296,425
-32.3
254.04
381.11
-33.3
TOTALS
931,704,851
904,530,814
3.0
3,139.02
3,401.33
-7.7
Source: PIB
Men's
Year to date
Titles
2007
2006 $s
%
'07
'06
%
CARGO
0
11,227,625
-100.0
0.00
191.61
-100.0
DETAILS
31,531,796
25,440,746
23.9
544.86
493.80
10.3
ESQUIRE
48,502,231
49,729,525
-2.5
457.89
498.01
-8.1
FHM
9,611,491
34,780,877
-72.4
90.14
348.93
-74.2
GQ
82,775,562
71,214,247
16.2
702.27
671.39
4.6
MAXIM
85,884,925
81,268,095
5.7
385.46
391.38
-1.5
MEN'S FITNESS
35,931,250
25,379,189
41.6
452.38
366.40
23.5
MEN'S HEALTH
79,618,723
60,801,128
30.9
524.71
428.28
22.5
MEN'S JOURNAL
47,472,307
39,616,074
19.8
550.61
481.17
14.4
MEN'S VOGUE
11,421,662
4,762,990
139.8
248.85
109.06
128.2
PLAYBOY
38,879,558
38,083,539
2.1
221.19
222.18
-0.4
STUFF
32,964,281
28,580,882
15.3
296.71
274.51
8.1
Totals
504,593,786
470,884,917
7.2
4,475.07
4,476.72
