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experience ad flight
Pages tumble in the aftermath of terrorist attacks
By Jeff Bercovici
Following the Sept. 11 terrorist attacks, you might expect that advertisers would be reluctant to put their messages in the airline magazines, with fewer Americans flying and those who are considerably more nervous about the experience.
You would be right.
Advertising in in-flight magazines, already down significantly this year, took a further tumble in October, with five titles reporting page declines in the neighborhood of 20 percent or higher, compared to the same month last year, according to the newest figures from the Publishers Information Bureau.
Overall it was another depressing month for the magazine industry, with ad pages down 16.8 percent and ad revenue down 9.6 percent versus October 2000.
Year-to-date, pages are down 10.1 percent and revenue is down 3.4 percent to $13.3 billion.
Southwest Airlines Spirit was the only one of five in-flight magazines tracked by PIB that managed to hold its October page decline to under 20 percent, though not by much: Pages were off 18.9 percent to 73.4, and revenue was down 8.7 percent to $1.5 million.
The month marked a steep falloff for Spirit, which had previously been running about even with last year in pages.
Year-to-date through October, Spirit had 858.1 pages, down 0.5 percent, and $15.9 million, up 10.6 percent.
United’s magazine, Hemispheres, saw a 24.4 percent decline in pages in October, for a total of 79.4.
Through October, pages were down 16 percent to 851, and revenue was off 13.6 percent to $36.1 million.
For Delta's Sky magazine, October brought a 23.2 percent drop in pages, to 82.2. Year-to-date, pages were off 16 percent to 792.6, and dollars were down 13.3 percent to $32.2 million.
US Airways Attaché has held up relatively well for the year, with pages off only 5 percent (to 637.7) and dollars down 3.3 percent (to $19.8 million). But it was a harsh October, with pages down 21.5 percent to 56.
At American Way, the magazine of American Airlines, pages were off 25.8 percent to 122.6 in October.
That's actually a slight improvement from the magazine's 28.2 percent year-to-date decline in pages (1,271.6 through October). Year-to-date revenue was down 21.4 percent to $28.4 million.
|
Airline |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
AMERICAN WAY |
1271.64 |
1771.21 |
-28.21 |
28.42 |
36.17 |
-21.43 |
|
HEMIS- |
850.92 |
1013.15 |
-16.01 |
36.07 |
41.73 |
-13.56 |
|
SKY (DELTA) |
792.58 |
943.27 |
-15.98 |
32.15 |
37.09 |
-13.30 |
|
SOUTH- |
858.09 |
862.35 |
-0.49 |
15.87 |
14.36 |
10.57 |
|
US AIRWAYS ATTACHÉ |
637.71 |
670.94 |
-4.95 |
19.77 |
20.44 |
-3.31 |
|
Totals |
4410.94 |
5260.92 |
-16.16 |
132.29 |
149.79 |
-11.68 |
| Source:
PIB
|
||||||
|
Automotive |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
AUTO- |
605.45 |
756.06 |
-19.92 |
42.46 |
50.01 |
-15.10 |
|
AUTOWEEK |
1119.16 |
1248.15 |
-10.33 |
19.33 |
21.45 |
-9.91 |
|
CAR AND DRIVER |
886.38 |
1011.45 |
-12.37 |
89.59 |
94.41 |
-5.11 |
|
HOT ROD |
720.81 |
715.53 |
0.74 |
28.09 |
28.88 |
-2.73 |
|
MOTOR TREND |
693.01 |
771.88 |
-10.22 |
68.33 |
63.28 |
7.99 |
|
ROAD & TRACK |
924.62 |
966.80 |
-4.36 |
53.10 |
55.28 |
-3.94 |
|
Totals |
4949.43 |
5469.87 |
-9.51 |
300.90 |
313.31 |
-3.96 |
| Source:
PIB
|
||||||
|
Entertainment/Celebrity |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ENTRTMNT WEEKLY |
1451.53 |
1636.88 |
-11.32 |
157.51 |
171.39 |
-8.10 |
|
MOVIELINE |
300.17 |
316.83 |
-5.26 |
6.84 |
6.60 |
3.61 |
|
PEOPLE WEEKLY |
2953.74 |
3337.26 |
-11.49 |
533.46 |
569.10 |
-6.26 |
|
PREMIERE |
336.61 |
453.38 |
-25.76 |
16.84 |
19.73 |
-14.63 |
|
US WEEKLY |
772.45 |
797.82 |
-3.18 |
44.90 |
43.08 |
4.22 |
|
VANITY FAIR |
1514.19 |
1601.74 |
-5.47 |
111.35 |
105.12 |
5.92 |
|
Totals |
7328.69 |
8143.91 |
-10.01 |
870.90 |
915.03 |
-4.82 |
| Source:
PIB
|
||||||
|
Music |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ROLLING STONE |
1204.64 |
1472.65 |
-18.20 |
122.36 |
131.06 |
-6.64 |
|
SPIN |
780.80 |
941.03 |
-17.03 |
32.70 |
36.73 |
-10.98 |
|
SOURCE |
1269.61 |
1346.75 |
-5.73 |
28.97 |
27.22 |
6.42 |
|
VIBE |
975.41 |
932.88 |
4.56 |
56.62 |
47.27 |
19.78 |
|
Totals |
4230.46 |
4693.31 |
-9.9 |
240.65 |
242.28 |
-0.7 |
| Source:
PIB
|
||||||
|
Women's Health |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
FITNESS |
569.74 |
567.36 |
0.42 |
39.49 |
36.65 |
7.76 |
|
SELF |
987.17 |
1085.72 |
-9.08 |
68.76 |
61.76 |
11.35 |
|
SHAPE |
733.85 |
749.73 |
-2.12 |
62.54 |
58.04 |
7.75 |
|
Totals |
2290.76 |
2402.81 |
-4.7 |
170.79 |
156.44 |
9.2 |
| Source:
PIB
|
||||||
|
Teen |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
COSMO- |
477.32 |
431.30 |
10.67 |
24.36 |
15.82 |
53.93 |
|
SEVEN- |
1137.41 |
1206.58 |
-5.73 |
95.52 |
91.86 |
3.98 |
|
TEEN |
512.93 |
492.22 |
4.21 |
37.01 |
36.49 |
1.42 |
|
TEEN PEOPLE |
874.33 |
846.15 |
3.33 |
63.98 |
54.51 |
17.37 |
|
YM |
643.79 |
446.78 |
44.10 |
56.99 |
36.97 |
54.16 |
|
Totals |
3645.78 |
3423.03 |
6.5 |
277.85 |
235.65 |
17.91 |
| Source:
PIB
|
||||||
|
Women's Service/Beauty |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ALLURE |
977.89 |
989.58 |
-1.18 |
54.32 |
47.27 |
14.90 |
|
COSMO |
1658.58 |
1747.38 |
-5.08 |
231.07 |
216.67 |
6.65 |
|
GLAMOUR |
1316.03 |
1556.94 |
-15.47 |
126.00 |
134.97 |
-6.65 |
|
JANE |
712.04 |
643.56 |
10.64 |
27.14 |
22.60 |
20.07 |
|
MDMOISLE |
650.81 |
796.24 |
-18.26 |
40.88 |
46.35 |
-11.81 |
|
MARIE CLAIRE |
1308.38 |
1343.72 |
-2.63 |
80.67 |
71.71 |
12.49 |
|
Totals |
6623.73 |
7077.42 |
-6.4 |
560.07 |
539.57 |
3.8 |
| Source:
PIB
|
||||||
|
Fashion |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ELLE |
1584.60 |
1776.06 |
-10.78 |
103.57 |
105.78 |
-2.08 |
|
HARPER'S BAZAAR |
1368.19 |
1474.16 |
-7.19 |
87.04 |
83.82 |
3.84 |
|
VOGUE |
2554.30 |
2623.13 |
-2.62 |
165.43 |
158.38 |
4.45 |
|
W |
1726.25 |
1701.54 |
1.45 |
104.75 |
88.73 |
18.06 |
|
Totals |
7233.34 |
7574.89 |
-4.5 |
460.80 |
436.72 |
5.5 |
| Source:
PIB
|
||||||
|
Travel |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
CONDÉ NAST TRAVLR |
1144.15 |
1228.97 |
-6.90 |
62.60 |
61.82 |
1.26 |
|
TRAVEL HOLIDAY |
660.07 |
532.01 |
24.07 |
29.87 |
23.82 |
25.41 |
|
TRAVEL+ |
1432.35 |
1463.66 |
-2.14 |
93.32 |
91.04 |
2.51 |
|
Totals |
3236.57 |
3224.64 |
0.37 |
185.80 |
176.68 |
5.16 |
| Source:
PIB
|
||||||
|
Personal Finance |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
KPLNGRS PERSNL FINANCE |
572.52 |
653.05 |
-12.33 |
35.77 |
39.67 |
-9.83 |
|
MONEY |
882.59 |
1093.51 |
-19.29 |
119.79 |
133.28 |
-10.12 |
|
MUTUAL FUNDS |
437.86 |
574.53 |
-23.79 |
28.87 |
34.41 |
-16.10 |
|
SMART- |
725.80 |
1013.69 |
-28.40 |
42.20 |
51.82 |
-18.57 |
|
WORTH |
464.62 |
640.88 |
-27.50 |
24.50 |
31.00 |
-20.97 |
|
Totals |
3083.39 |
3975.66 |
-22.4 |
251.13 |
290.18 |
-13.5 |
| Source:
PIB
|
||||||
|
Newsweeklies |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
NEWS- |
1470.62 |
1951.64 |
-24.65 |
268.08 |
354.40 |
-24.36 |
|
TIME |
1885.19 |
2395.82 |
-21.31 |
438.51 |
530.01 |
-17.26 |
|
U.S. NEWS & WORLD REPORT |
1141.02 |
1503.25 |
-24.10 |
149.53 |
181.44 |
-17.59 |
|
ECNMIST |
2217.00 |
2679.58 |
-17.26 |
52.37 |
56.88 |
-7.92 |
|
Totals |
6713.83 |
8530.29 |
-21.3 |
908.49 |
1122.73 |
-19.08 |
| Source:
PIB
|
||||||
|
Women's Service |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BETTER HOMES & GRDNS |
1478.23 |
1564.88 |
-5.54 |
403.71 |
387.14 |
4.28 |
|
FAMILY CIRCLE |
1038.82 |
1031.70 |
0.69 |
197.66 |
190.69 |
3.66 |
|
GOOD HOUSE- |
1281.38 |
1245.56 |
2.88 |
260.55 |
230.42 |
13.07 |
|
LADIES' HOME JOURNL |
1017.29 |
1075.49 |
-5.41 |
157.33 |
152.63 |
3.08 |
|
RED- |
1068.12 |
1209.60 |
-11.70 |
97.51 |
102.54 |
-4.91 |
|
ROSIE |
479.53 |
0.00 |
N/A |
60.93 |
N/A |
|
|
WMAN'S DAY |
1308.33 |
1455.54 |
-10.11 |
220.13 |
230.37 |
-4.44 |
|
Totals |
7671.70 |
7582.77 |
1.2 |
1397.82 |
1293.80 |
8.0 |
| Source:
PIB
|
||||||
|
Sports |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ESPN |
1087.77 |
1246.37 |
-12.73 |
102.27 |
92.26 |
10.84 |
|
SPORTING NEWS |
511.18 |
629.15 |
-18.75 |
16.89 |
18.45 |
-8.44 |
|
SPORTS ILLSTRTED |
1961.68 |
2361.60 |
-16.93 |
469.56 |
533.31 |
-11.95 |
|
Totals |
3560.63 |
4237.12 |
-16.0 |
588.72 |
644.02 |
-8.6 |
| Source:
PIB
|
||||||
|
Men's |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
DETAILS |
650.84 |
427.20 |
52.35 |
21.12 |
16.10 |
31.14 |
|
ESQUIRE |
777.73 |
840.57 |
-7.48 |
49.89 |
47.43 |
5.19 |
|
FHM |
414.55 |
407.33 |
1.77 |
19.39 |
7.47 |
159.48 |
|
GEAR |
272.17 |
286.17 |
-4.89 |
8.50 |
7.23 |
17.63 |
|
GQ |
1339.30 |
1469.11 |
-8.84 |
79.78 |
76.32 |
4.54 |
|
MAXIM |
964.09 |
923.94 |
4.35 |
122.97 |
86.08 |
42.87 |
|
MENS FITNESS |
547.88 |
420.95 |
30.15 |
23.44 |
16.03 |
46.20 |
|
MENS HEALTH |
508.41 |
523.10 |
-2.81 |
49.27 |
47.25 |
4.27 |
|
MENS JOURNAL |
677.11 |
795.65 |
-14.90 |
38.42 |
37.58 |
2.25 |
|
PLAYBOY |
569.52 |
600.52 |
-5.16 |
63.97 |
61.58 |
3.87 |
|
STUFF FOR MEN |
534.03 |
324.82 |
64.41 |
29.84 |
12.62 |
136.37 |
|
Totals |
7255.63 |
7019.36 |
3.4 |
506.60 |
415.70 |
21.9 |
| Source:
PIB
|
||||||
|
Sunday Magazines |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
LOS ANGELES TIMES |
436.97 |
415.26 |
5.23 |
17.08 |
15.08 |
13.31 |
|
NEW YORK TIMES |
2695.74 |
2915.03 |
-7.52 |
162.43 |
169.06 |
-3.92 |
|
PARADE |
500.27 |
533.85 |
-6.29 |
458.49 |
471.97 |
-2.86 |
|
USA WEEKEND |
477.31 |
497.79 |
-4.12 |
258.65 |
246.63 |
4.87 |
|
Totals |
4110.29 |
4361.93 |
-5.8 |
896.65 |
902.74 |
-0.7 |
| Source:
PIB
|
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|
Outdoor |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
OUTDOOR LIFE |
279.11 |
450.51 |
-38.04 |
17.71 |
27.30 |
-35.13 |
|
OUTSIDE |
704.83 |
907.66 |
-22.35 |
40.65 |
46.56 |
-12.70 |
|
FIELD & STREAM |
404.40 |
639.51 |
-36.76 |
36.92 |
53.00 |
-30.35 |
|
SPORTS AFIELD |
254.83 |
258.75 |
-1.52 |
7.11 |
9.24 |
-23.06 |
|
Totals |
1643.17 |
2256.43 |
-27.2 |
102.39 |
136.10 |
-24.77 |
| Source:
PIB
|
||||||
|
Golf |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
GOLF DIGEST |
1121.15 |
1268.89 |
-11.64 |
131.26 |
136.22 |
-3.64 |
|
GOLF FOR WOMEN |
369.67 |
367.63 |
0.56 |
14.33 |
12.76 |
12.35 |
|
GOLF |
1123.58 |
1270.88 |
-11.59 |
107.21 |
105.75 |
1.38 |
|
GOLF WORLD |
1008.04 |
1303.63 |
-22.67 |
23.05 |
25.03 |
-7.91 |
|
T&L GOLF |
467.83 |
434.24 |
7.73 |
19.73 |
14.84 |
32.93 |
|
Totals |
4090.27 |
4645.27 |
-11.9 |
295.58 |
294.60 |
0.33 |
| Source:
PIB
|
||||||
|
Business/Finance |
||||||
|
Title |
2001 |
2000 |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BUSI- |
3132.79 |
4939.12 |
-36.57 |
326.70 |
471.09 |
-30.65 |
|
ENTRE- |
1172.39 |
1544.90 |
-24.11 |
39.63 |
52.00 |
-23.79 |
|
FAST CO. |
818.66 |
1715.25 |
-52.27 |
41.04 |
62.14 |
-33.96 |
|
FORBES |
3180.13 |
4965.32 |
-35.95 |
260.61 |
355.63 |
-26.72 |
|
FOR- |
3312.25 |
5270.19 |
-37.15 |
276.26 |
405.11 |
-31.81 |
|
INC. |
825.97 |
1438.98 |
-42.60 |
60.53 |
103.97 |
-41.78 |
|
RED HERING |
1090.49 |
2775.17 |
-60.71 |
41.89 |
69.51 |
-39.74 |
|
SMART BUSI- |
657.45 |
1233.74 |
-46.71 |
42.15 |
69.07 |
-38.97 |
|
Totals |
14190.13 |
23882.67 |
-40.6 |
1088.80 |
1588.52 |
-31.5 |
| Source:
PIB
|
||||||
November 9. 2001
© 2001 Media Life
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