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for America's magazines
Ad revenues climb 14%, to nearly $17.7 billion
By Jeff Bercovici
Tack on a bittersweet footnote to the wild roller-coaster ride that was the year 2000 for the Industry Standard.
The internet economy newsweekly closed out the year way ahead of all other magazines in advertising pages, according to the year-end report from the Publishers Information Bureau.
Overall ad revenue in consumer magazines totaled a record $17.7 billion in 2000, a 14 percent increase from the previous year. Ad pages were up 10.1 percent over 1999 levels, with an industry total of 286,932.
The Standard carried 7,440.07 ad pages in 2000, a 133.1 percent gain over 1999’s total of 3,191.18. The next-highest total belonged to Time Inc.’s Fortune, which carried 6,258.53, a 37.5 percent increase from the previous year.
Last year’s ad page leader was Business Week, with 5,121.81 in 1999. Business Week gained 17 percent in pages in 2000 to finish the year with 5,993.69.
News of the Industry Standard’s ad page win comes just days after the magazine’s parent company, Standard Media International, laid off 7 percent of its workforce, citing the sudden advertising slowdown that affected virtually all internet business books in the last quarter of the year. December’s ad page total of 311.50 was by far the smallest all year, representing a 41 percent drop from last December’s total of 527.73.
Even the more traditional business books felt the pinch towards the end of the year as the economy slowed and dot.com ad dollars vanished seemingly as abruptly as they had appeared.
Fortune’s December total of 243.13 represented a 50.5 percent drop from the same period the previous year, while Business Week was off a more modest 11.2 percent, with 474.54 in the last month of 2000.
Looking elsewhere, newsweeklies weren’t able to make much of the amazing advertising boom that characterized most of 2000. After a banner year in 1999, Time was flat in ad revenue and slightly off in ad pages in 2000, and the same went for Newsweek.
The picture was worse at U.S. News & World Report, which finished the year with a 9.8 percent loss in ad pages (to 1,857.41) and a 9.6 percent drop in ad dollars (to $224.9 million).
U.S. News owner Mort Zuckerman predicted earlier this year that the magazine would start to see gains in the fourth quarter, but he couldn't have foreseen the gear-grinding downshift in the economy. After an impressive bump up in ad sales in September, thanks probably to the colleges and universities special issue, U.S. News settled back into the doldrums again. The magazine’s pages were off 17.3 percent in December from the same month in 1999, and revenue was down 16.8 percent to $18.9 million.
The end of the year was at least as harsh for Time and Newsweek. Time's December ad page total was 26.9 percent lower than in 1999, and Newsweek was off 25.2 percent in pages for the month.
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Business/Finance |
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|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
BUSINESS 2.0 |
3,749.11 |
1,323.21 |
183.3 |
92.52 |
19.34 |
378.5 |
|
BUSINESS WEEK |
5,993.69 |
5,121.82 |
17.0 |
572.09 |
443.37 |
29.0 |
|
FAST COMPANY |
2,126.17 |
1,685.35 |
26.2 |
77.35 |
37.65 |
105.4 |
|
FORBES |
6,083.48 |
5,063.30 |
20.1 |
434.34 |
320.88 |
35.4 |
|
FORTUNE |
6,258.53 |
4,550.87 |
37.5 |
476.85 |
325.31 |
46.6 |
|
INC. |
1,735.30 |
1,572.74 |
10.3 |
125.25 |
105.22 |
19.0 |
|
INDUSTRY STANDARD |
7,440.07 |
3,191.18 |
133.1 |
158.65 |
46.63 |
240.3 |
|
RED HERRING |
3,357.92 |
1,409.06 |
138.3 |
87.15 |
21.44 |
306.5 |
|
SMART BUSINESS |
1,467.44 |
2,092.35 |
-29.9 |
83.62 |
91.74 |
-8.9 |
|
Totals |
38211.71 |
26009.88 |
46.9 |
2,107.83 |
1,411.57 |
49.3 |
|
Source: PIB |
||||||
|
Personal finance |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
INDIVIDUAL INVESTOR |
610.81 |
570.77 |
7.0 |
15.69 |
14.18 |
10.6 |
|
KIPLINGERS PERSNL FINANCE |
793.55 |
824.45 |
-3.7 |
48.23 |
43.77 |
10.2 |
|
MONEY |
1,338.01 |
1,391.40 |
-3.8 |
164.07 |
155.46 |
5.5 |
|
MUTUAL FUNDS |
697.25 |
485.32 |
43.7 |
41.94 |
28.03 |
49.6 |
|
SMARTMONEY |
1,288.65 |
1,274.63 |
1.1 |
66.29 |
59.75 |
10.9 |
|
WORTH |
847.06 |
903.47 |
-6.2 |
41.01 |
40.63 |
0.9 |
|
Totals |
5,575.33 |
5,450.04 |
2.3 |
377.22 |
341.82 |
10.4 |
|
Source: PIB |
||||||
|
Men's |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
DETAILS |
518.48 |
879.73 |
-41.1 |
19.34 |
32.62 |
-40.5 |
|
ESQUIRE |
1,034.47 |
908.23 |
13.9 |
59.42 |
47.52 |
25.0 |
|
FHM |
589.11 |
0.00 |
0.0 |
11.82 |
0 |
0.0 |
|
GEAR |
362.09 |
334.91 |
8.1 |
9.53 |
5.47 |
74.2 |
|
GQ |
2,011.97 |
1,886.87 |
6.6 |
106.70 |
92.47 |
15.4 |
|
MAXIM |
1,214.49 |
956.34 |
27.0 |
115.27 |
45.76 |
151.9 |
|
MENS JOURNAL |
1,145.27 |
1,051.95 |
8.9 |
55.82 |
45.46 |
22.8 |
|
PLAYBOY |
765.21 |
709.16 |
7.9 |
78.17 |
67.58 |
15.7 |
|
Totals |
7,641.09 |
6,727.19 |
13.6 |
456.13 |
336.87 |
35.4 |
|
Source: PIB |
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Women's Service |
||||||
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Title |
2000 |
1999 |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
BETTER HMES |
1,905.84 |
1,949.10 |
-2.2 |
471.11 |
443.40 |
6.2 |
|
FAMILY CIRCLE |
1,282.47 |
1,375.99 |
-6.8 |
237.78 |
238.15 |
-0.2 |
|
GOOD HSEKPNG |
1,549.09 |
1,443.45 |
7.3 |
288.48 |
258.78 |
11.5 |
|
LADIES' HOME JOURNAL |
1,288.03 |
1,350.17 |
-4.6 |
182.86 |
192.77 |
-5.1 |
|
MCCALL'S |
864.65 |
996.23 |
-13.2 |
122.57 |
133.82 |
-8.4 |
|
REDBK |
1,476.79 |
1,314.28 |
12.4 |
125.28 |
118.71 |
5.5 |
|
WOMAN'S DAY |
1,809.86 |
1,707.28 |
6.0 |
287.79 |
247.75 |
16.2 |
|
Totals |
10,176.73 |
10,136.50 |
0.4 |
1,715.88 |
1,633.38 |
5.1 |
|
Source:PIB |
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|
Newsweeklies |
||||||
|
Title |
2000 |
1999 |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
NEWS |
2,415.72 |
2,599.42 |
-7.1 |
439.55 |
437.96 |
0.4 |
|
TIME |
2,999.87 |
3,138.95 |
-4.4 |
661.01 |
658.39 |
0.4 |
|
U S NEWS |
1,857.41 |
2,058.73 |
-9.8 |
224.89 |
248.78 |
-9.6 |
|
ECNOMST |
3,250.83 |
3,189.79 |
1.9 |
69.41 |
63.27 |
9.7 |
|
Totals |
10,523.83 |
10,986.89 |
-4.2 |
1,394.95 |
1,408.41 |
-0.96 |
|
Source: PIB |
||||||
|
Fashion |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
ELLE |
2,221.55 |
2,225.95 |
-0.2 |
133.18 |
121.41 |
9.7 |
|
HARPER'S BAZAAR |
1,786.18 |
1,555.27 |
14.8 |
102.79 |
85.41 |
20.3 |
|
VOGUE |
3,308.69 |
3,167.51 |
4.5 |
198.25 |
181.29 |
9.4 |
|
W |
2,183.83 |
1,969.14 |
10.9 |
113.69 |
93.36 |
21.8 |
|
Totals |
9,500.25 |
8,917.87 |
6.5 |
547.92 |
481.47 |
13.8 |
|
Source: PIB |
||||||
|
Women's service/beauty |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
ALLURE |
1,177.84 |
1,118.96 |
5.3 |
56.33 |
48.89 |
15.2 |
|
COSMO |
2,102.06 |
1,980.85 |
6.1 |
260.49 |
228.04 |
14.2 |
|
GLAMOUR |
1,897.10 |
2,080.90 |
-8.8 |
164.52 |
154.09 |
6.8 |
|
JANE |
825.94 |
784.87 |
5.2 |
29.70 |
23.93 |
24.1 |
|
MDMOISLLE |
967.57 |
1,203.82 |
-19.6 |
55.97 |
63.21 |
-11.5 |
|
MARIE CLAIRE |
1,661.91 |
1,399.23 |
18.8 |
88.77 |
64.09 |
38.5 |
|
Totals |
8,632.42 |
8,568.63 |
0.7 |
655.79 |
582.26 |
12.6 |
|
Source: PIB |
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|
Teen |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
COSMOGIRL |
539.37 |
152.99 |
252.6 |
19.82 |
5.71 |
246.9 |
|
SEVENTEEN |
1,447.79 |
1,340.08 |
8.0 |
111.04 |
96.88 |
14.6 |
|
TEEN |
573.29 |
616.85 |
-7.1 |
42.62 |
42.39 |
0.5 |
|
TEEN PEOPLE |
1,044.32 |
932.38 |
12.0 |
67.31 |
47.65 |
41.2 |
|
YM |
552.24 |
606.23 |
-8.9 |
45.79 |
47.52 |
-3.6 |
|
Totals |
4157.01 |
3648.53 |
13.9 |
286.57 |
240.15 |
19.33 |
|
Source: PIB |
||||||
|
Entertainment/Celebrity |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
ENTRTMNT WEEKLY |
2,035.28 |
2,199.65 |
-7.5 |
213.29 |
205.74 |
3.7 |
|
MOVIELINE |
417.50 |
416.00 |
0.4 |
8.72 |
8.06 |
8.2 |
|
PEOPLE WEEKLY |
4,227.26 |
4,308.94 |
-1.9 |
723.73 |
713.95 |
1.4 |
|
PREMRE |
552.80 |
696.82 |
-20.7 |
24.31 |
28.17 |
-13.7 |
|
US WEEKLY |
987.90 |
538.20 |
83.6 |
52.80 |
26.85 |
96.7 |
|
VANITY FAIR |
2,078.50 |
1,872.68 |
11.0 |
135.90 |
117.11 |
16.0 |
|
Totals |
10299.24 |
10032.29 |
2.66 |
1158.76 |
1099.86 |
5.35 |
|
Source: PIB |
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|
Music |
||||||
|
Title |
2000 pages |
1999 pages |
% chnge |
2000 dollars (mils.) |
1999 dollars (mills) |
% chnge |
|
ROLLING STONE |
1,919.15 |
2,079.83 |
-7.7 |
171.98 |
159.92 |
7.5 |
|
SPIN |
1,211.50 |
1,180.64 |
2.6 |
47.61 |
46.02 |
3.5 |
|
SOURCE |
1,648.19 |
1,604.10 |
2.7 |
33.28 |
26.11 |
27.5 |
|
VIBE |
1,185.92 |
1,242.03 |
-4.5 |
59.84 |
56.85 |
5.3 |
|
Totals |
5964.76 |
6106.60 |
-2.3 |
312.70 |
288.89 |
8.2 |
|
Source: PIB |
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-Jeff Bercovici is a staff writer for Media Life.
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