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roses in the blood
Ad $s up for Martha, YM and, yo, the Enquirer
By Jeff Bercovici
It’s no secret that 2001
has not, thus far, been a pretty year for magazine publishers. For many of
America’s best-known magazines, the picture is one of carnage.
But amid the severed limbs and pooling
blood, a few titles are showing dramatic increases in ad pages for the
first quarter of the year.
They include Martha Stewart Living, YM and National
Geographic Adventure.
Also on the list is the National Enquirer.
Overall, advertising pages for the magazine
industry were down 6.9 percent to 57,457.66 through March, according to
the latest numbers from the Publishers Information Bureau. Ad revenue
crept up one percent from last year, to $3.87 billion.
Perhaps the most notable gainer is the National
Enquirer.
When honcho David Pecker said last year that he was
going to reinvent the National Enquirer as a respectable celebrity
magazine, people jeered.
But with two major legitimate scoops to its credit this
year--Jesse Jackson’s mistress and Hugh Rodham’s pardon profiteering--the hecklers have largely gone silent.
What may be surprising is how quickly advertisers
appear to be accepting Pecker's promises of a cleanup.
Ad pages in the tabloid were up 20.8 percent through
March, to 231.01, while ad revenue jumped 28.9 percent to $10.1 million.
Martha Stewart Living, too, is surging ahead,
seemingly untouched by the economic doldrums.
The magazine tallied 382.52 ad pages in the first
quarter, up 25.5 percent from 2000 levels; ad revenue is up 31.7 percent
to $43.9 million.
After a disappointing year in 2000, Gruner &
Jahr’s teen magazine, YM, seems to be bouncing back. The magazine, which
introduced a redesign late last year under new editor Annemarie Iverson,
posted a 39.7 percent ad page gain through March, with a total of 126.61.
Ad dollars were up 53.5 percent to $11.4 million.
The first quarter was a dismal time
for the outdoors category, with Outdoor Life, Outdoor Explorer and Outside
magazine all reporting double-digit page and revenue losses.
The exception to the trend was National Geographic
Adventure. The three-year-old title was up 14.7 percent in ad pages, with
118.94, and up 41.3 percent in dollars, with $3.3 million.
Meanwhile, the ad slowdown continued to take its
toll on magazines that just last year were soaring to record highs.
Time, Newsweek and U.S. News remained in a
tailspin through March, all three showing page and dollar losses of 15
percent or more year-to-date versus 2000.
U.S. News was down 21.2 percent in pages--and
this off a rather dismal 2000 performance.
For business magazines, the picture was bleaker
still. Out of nine mainstream business and New Economy titles, only Forbes
managed to keep year-to-date page slippage under 20 percent.
|
Fashion |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ELLE |
439.53 |
471.34 |
-6.7 |
28.70 |
27.48 |
4.4 |
|
HRPR'S BAZAAR |
476.56 |
463.10 |
2.9 |
29.32 |
25.85 |
13.5 |
|
VOGUE |
741.68 |
760.12 |
-2.4 |
47.14 |
45.49 |
3.6 |
|
W |
501.26 |
497.55 |
0.7 |
30.23 |
25.85 |
17.0 |
|
Totals |
2,159.03 |
2,192.11 |
-1.5 |
135.39 |
124.66 |
8.6 |
|
Source: PIB |
||||||
|
Women's Health |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
FITNESS |
126.47 |
131.71 |
-4.0 |
8.68 |
8.09 |
7.2 |
|
SELF |
229.58 |
240.22 |
-4.4 |
16.21 |
13.24 |
22.4 |
|
SHAPE |
172.09 |
142.99 |
20.4 |
14.67 |
10.97 |
33.8 |
|
Totals |
528.14 |
514.92 |
2.6 |
39.56 |
32.31 |
22.5 |
|
Source: PIB |
||||||
|
Travel |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
CONDÉ NAST TRAVLR |
324.52 |
302.8 |
7.2 |
17.69 |
15.56 |
13.7 |
|
TRAVEL HOLIDAY |
179.43 |
145.43 |
23.4 |
8.33 |
6.72 |
24.0 |
|
TRAVEL+ LEISURE |
307.57 |
335.12 |
-8.2 |
20.44 |
21.08 |
-3.0 |
|
Totals |
811.52 |
783.35 |
3.60 |
46.47 |
43.36 |
7.16 |
|
Source: PIB |
||||||
|
Women's Service/Beauty |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ALLURE |
220.06 |
231.75 |
-5.0 |
12.00 |
11.26 |
6.6 |
|
COSMO |
423.64 |
457.58 |
-7.4 |
58.30 |
56.51 |
3.2 |
|
GLAMOUR |
296.55 |
347.62 |
-14.7 |
28.28 |
31.21 |
-9.4 |
|
JANE |
126.81 |
144.16 |
-12.0 |
4.99 |
4.91 |
1.6 |
|
MDMSLLE |
149.69 |
209.71 |
-28.6 |
9.20 |
12.18 |
-24.5 |
|
MARIE CLAIRE |
313.51 |
287.54 |
9.0 |
19.49 |
15.51 |
25.7 |
|
Totals |
1,530.26 |
1,678.36 |
-8.8 |
132.26 |
131.59 |
0.5 |
|
Source: PIB |
||||||
|
Entertainment/Celebrity |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ENTERTAIN |
397.91 |
465.9 |
-14.6 |
42.87 |
48.76 |
-12.1 |
|
MOVIELINE |
68.42 |
79.50 |
-13.9 |
1.53 |
1.57 |
-2.4 |
|
PEOPLE WEEKLY |
778.4 |
833.16 |
-6.6 |
137.69 |
139.38 |
-1.2 |
|
PREMIERE |
98.41 |
158.47 |
-37.9 |
4.92 |
6.19 |
-20.5 |
|
US WEEKLY* |
200.33 |
146.07 |
37.1 |
11.74 |
7.80 |
50.6 |
|
VANITY FAIR |
322.11 |
309.80 |
4.0 |
24.35 |
22.37 |
8.8 |
|
Totals |
1865.58 |
1992.90 |
-6.39 |
223.10 |
226.07 |
-1.31 |
| *This title published 1 issue in Jan. 2000 vs. 4 issues in Jan. 2001. | ||||||
|
Source: PIB |
||||||
|
Teen |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
COSMOGIRL |
88.68 |
80.46 |
10.2 |
4.44 |
2.97 |
49.1 |
|
SEVENTEEN |
264.49 |
259.89 |
1.8 |
22.20 |
19.99 |
11.1 |
|
TEEN |
107.09 |
126.2 |
-15.1 |
8.50 |
9.02 |
-5.9 |
|
TEEN PEOPLE |
179.73 |
163.26 |
10.1 |
13.06 |
10.40 |
25.6 |
|
YM |
126.61 |
90.62 |
39.7 |
11.42 |
7.44 |
53.5 |
|
Totals |
766.60 |
720.43 |
6.4 |
59.61 |
49.83 |
19.64 |
|
Source: PIB |
||||||
|
Music |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ROLLING STONE |
259.16 |
366.13 |
-29.2 |
26.34 |
31.04 |
-15.1 |
|
SPIN |
193.65 |
228.56 |
-15.3 |
8.04 |
9.36 |
-14.1 |
|
SOURCE |
349.09 |
350.33 |
-0.4 |
7.91 |
6.82 |
16.0 |
|
VIBE |
237.85 |
233.8 |
1.7 |
14.01 |
11.91 |
17.6 |
|
Totals |
1039.75 |
1178.82 |
-11.8 |
56.30 |
59.13 |
-4.8 |
|
Source: PIB |
||||||
|
Personal Finance |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
IND'L INVSTR |
96.7 |
165.21 |
-41.5 |
2.58 |
4.17 |
-38.1 |
|
KPLNGRS PERSNL FINANCE |
190.82 |
202.65 |
-5.8 |
12.30 |
12.36 |
-0.5 |
|
MONEY |
259.84 |
317.97 |
-18.3 |
33.61 |
37.13 |
-9.5 |
|
MUTUAL FUNDS |
159.54 |
173.84 |
-8.2 |
9.85 |
10.36 |
-5.0 |
|
SMART MONEY |
233.96 |
284.12 |
-17.7 |
13.38 |
14.00 |
-4.5 |
|
WORTH |
102.81 |
122.13 |
-15.8 |
5.07 |
5.92 |
-14.4 |
|
Totals |
1,043.67 |
1,265.92 |
-17.6 |
76.78 |
83.94 |
-8.5 |
|
Source: PIB |
||||||
|
Newsweeklies |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
NEWS |
383.11 |
464.65 |
-17.5 |
71.09 |
84.63 |
-16.0 |
|
TIME |
511.28 |
648.86 |
-21.2 |
118.17 |
140.25 |
-15.7 |
|
US NEWS & WORLD REPORT |
296.33 |
375.86 |
-21.2 |
37.79 |
44.67 |
-15.4 |
|
ECNMIST |
783 |
827.79 |
-5.4 |
18.24 |
17.28 |
5.6 |
|
Totals |
1,973.72 |
2,317.16 |
-14.8 |
245.29 |
286.82 |
-14.48 |
| Source:
PIB |
||||||
|
Seven Sisters |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BETTER HOMES & GARDENS |
365.51 |
412.34 |
-11.4 |
100.19 |
102.32 |
-2.1 |
|
FAMILY CIRCLE |
281.9 |
269.26 |
4.7 |
54.98 |
48.51 |
13.3 |
|
GOOD HOUSE |
345.35 |
311.22 |
11.0 |
68.00 |
54.99 |
23.6 |
|
LADIES' HOME JOURNAL |
272.03 |
294.54 |
-7.6 |
41.43 |
41.41 |
0.1 |
|
MCCALL'S |
174.11 |
187.47 |
-7.1 |
26.45 |
25.90 |
2.1 |
|
REDBOOK |
254.54 |
296.39 |
-14.1 |
23.51 |
24.82 |
-5.3 |
|
WOMAN'S DAY |
370.7 |
344.31 |
7.7 |
63.03 |
53.62 |
17.5 |
|
Totals |
2,064.14 |
2,115.53 |
-2.4 |
377.59 |
351.57 |
7.4 |
| Source:PIB |
||||||
|
Sports |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ESPN MAGAZINE |
257.02 |
318.97 |
-19.4 |
24.24 |
22.03 |
10.0 |
|
SPORTING NEWS |
132.17 |
186.51 |
-29.1 |
3.85 |
5.36 |
-28.2 |
|
SPORTS ILLSTRTD |
564.68 |
623.21 |
-9.4 |
135.26 |
142.93 |
-5.4 |
|
Totals |
953.87 |
1,128.69 |
-15.5 |
163.35 |
170.33 |
-4.1 |
| Source:
PIB |
||||||
|
Men's |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
DETAILS |
135.96 |
163.02 |
-16.6 |
4.83 |
6.60 |
-26.8 |
|
ESQUIRE |
229.32 |
239.8 |
-4.4 |
14.20 |
12.83 |
10.6 |
|
FHM |
78.01 |
93.9 |
-16.9 |
3.64 |
1.30 |
181.1 |
|
GEAR |
66.67 |
64.17 |
3.9 |
2.11 |
1.50 |
41.1 |
|
GQ |
370.01 |
379.49 |
-2.5 |
22.29 |
19.30 |
15.5 |
|
MAXIM |
235.98 |
226.83 |
4.0 |
30.31 |
18.61 |
62.9 |
| MEN'S HEALTH | 129.86 | 121.81 | 6.6 | 12.80 | 10.97 | 16.8 |
|
MEN'S JOURNAL |
175.12 |
173.83 |
0.7 |
9.67 |
8.21 |
17.9 |
|
PLAYBOY |
156.52 |
186.8 |
-16.2 |
17.42 |
18.37 |
-5.2 |
|
Totals |
1,577.45 |
1,649.65 |
-4.4 |
117.28 |
97.68 |
20.1 |
| Source:
PIB |
||||||
|
Sunday Magazines |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
LOS ANGELES TIMES |
128.74 |
133.96 |
-3.9 |
5.18 |
4.71 |
10.1 |
|
NEW YORK TIMES MAGAZINE |
724.89 |
831.21 |
-12.8 |
44.05 |
47.73 |
-7.7 |
|
PARADE |
151.24 |
150.95 |
0.2 |
136.90 |
134.73 |
1.6 |
|
USA WEEKEND |
147.43 |
141.67 |
4.1 |
74.68 |
70.26 |
6.3 |
|
Totals |
1,152.30 |
1,257.79 |
-8.4 |
260.81 |
257.42 |
1.3 |
| Source:
PIB |
||||||
|
Business/Finance |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BUSINESS 2.0 |
369.94 |
602.43 |
-38.6 |
12.59 |
13.01 |
-3.2 |
|
BUSINESS WEEK |
801.29 |
1146.92 |
-30.1 |
83.56 |
110.13 |
-24.1 |
|
FAST COMPANY |
240.1 |
329.44 |
-27.1 |
11.96 |
11.76 |
1.7 |
|
FORBES |
880.08 |
1005.38 |
-12.5 |
71.38 |
71.98 |
-0.8 |
|
FORTUNE |
848.34 |
1080.83 |
-21.5 |
71.23 |
83.29 |
-14.5 |
|
INC. |
227.67 |
322.17 |
-29.3 |
17.34 |
23.46 |
-26.1 |
|
INDUSTRY STANDARD |
614.89 |
1758.53 |
-65.0 |
17.96 |
29.34 |
-38.8 |
|
RED HERRING |
428.67 |
597.84 |
-28.3 |
16.44 |
11.30 |
45.6 |
|
SMART BUSINESS |
211.91 |
404.16 |
-47.6 |
14.29 |
19.10 |
-25.2 |
|
Totals |
4622.89 |
7247.70 |
-36.2 |
316.76 |
373.37 |
-15.2 |
| Source:
PIB |
||||||
April 10, 2001 © 2001 Media Life
-Jeff Bercovici is a staff writer for Media Life.
