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less than expected
Ad flight from attack coverage was not en masse
By Jamie L. Jones
When tragedy unfolded in New York and Washington on Sept. 11, it seemed to be setting the stage for disaster of a different kind in the magazine industry.
Many expected a mass exodus of advertising from weekly magazines as advertisers raced to get their messages out from in front of readers who weren't ready for them.
But that exodus appears not to have materialized for many titles, judging from the latest data from the Publishers Information Bureau.
Certainly there was no reversal of the slump that has affected the publishing industry all year.
Ad pages for the industry as a whole in September were down 9.9 percent from last year, to 24,383. Revenue decreased 1.2 percent to $1,662,250,907.
Year-to-date, revenue decreased 2.5 percent over last year to $11,750,851,706, and ad pages are down 9.2 percent to 174,728.
But for a number of weekly magazines, the situation was actually milder in September than it has been for much of the year.
Year-to-date ad pages in Newsweek were down 22.7 percent from last year, from 1,613.1 to 1,246.7, according to the latest PIB figures.
Ad revenue was off 21.4 percent in the same time period, from $294,259,907 to $231,186,611.
For the month of September, Newsweek was only off 6.8 percent in ad pages, from 185.2 to172.6. Revenue was down 4.9 percent, from $35,003,575 to $33,293,052.
Newsweek published six issues in September, counting the special edition that came a few days after the terrorist attacks and a commemorative edition that is still on newsstands.
The first ad-free edition doesn’t affect the advertising situation, but the few ads in the commemorative edition helped nudge up the numbers.
At Time, too, ad page losses for September were no higher than the year-to-date figures.
Ad pages in Time were down 20.0 percent year-to-date to 1,635.9, according to the PIB. Year-to-date revenue was down 15.9 percent to $379,708,274.
For the month of September, though, ad pages in Time were down from last September 15.1 percent to 197.9. Revenue for the month was down 12.1 percent to $45,868,313.
Time, too, published an ad-free special edition the Friday after the attacks.
The outlook is not quite as bright at U.S. News and World Report, where September decreases outpaced year-to-date losses.
Year-to-date ad pages at U.S. News were down 24.3 percent from last year to 987.5, according to the PIB. Year-to-date revenue was off 17.4 percent to $129,477,246.
September ad pages in U.S. News were down versus last year 32.7 percent, to 138.7. September revenue was off 24.8 percent to $18,851,746.
U.S. News published an ad-free special edition, too.
One of the few categories that may ride out this slump in the black is the baby category.
Gruner + Jahr’s Child magazine was up 8.5 percent in year-to-date ad pages over last year, to 443.4, according to the PIB. Revenue was up 14.7 percent to $28,249,665.
Baby Talk, from the Parenting stable, was up 4.5 percent in ad pages year-to-date, to 293.9. Year-to-date revenue was up 20.4 to $26,539,493.
And ad pages in Primedia’s American Baby magazine were up 1.5 percent to 417.13 year-to-date. Year-to-date revenue was up 10.9 percent to $51,249,322.
Among other surprising ad successes is American Express Publishing’s Sky Guide, a monthly title for business air travelers.
Year-to-date ad pages in Sky Guide were up 50.6 percent over last year, from 142 213.9, according to the PIB. Revenue for the same period was up 53.2 percent to $4,144,351.
|
Automotive |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
AUTO- |
544.21 |
666.79 |
-18.38 |
38.12 |
43.67 |
-12.71 |
|
AUTO- |
995.62 |
1.096.01 |
-9.16 |
17.05 |
18.67 |
-8.64 |
|
CAR AND DRIVER |
781.86 |
897.62 |
-12.90 |
78.50 |
83.39 |
-5.86 |
|
HOT ROD |
654.39 |
648.66 |
0.88 |
24.46 |
26.14 |
-6.42 |
|
MOTOR TREND |
617.47 |
694.69 |
-11.12 |
59.96 |
57.11 |
5.00 |
|
ROAD & TRACK |
821.66 |
862.69 |
-4.76 |
46.91 |
49.57 |
-5.37 |
|
Totals |
4415.21 |
4866.46 |
-9.27 |
265.0 |
278.55 |
-4.86 |
| Source:
PIB
|
||||||
|
Entertainment/Celebrity |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ENTR- |
1.282.36 |
1.414.71 |
-9.36 |
139.24 |
148.62 |
-6.31 |
|
MOVIE- |
267.83 |
281.83 |
-4.97 |
6.10 |
5.86 |
4.13 |
|
PEOPLE WEEKLY |
2.584.19 |
2.903.51 |
-11.00 |
466.95 |
496.32 |
-5.92 |
|
PRE- |
296.56 |
416.39 |
-28.78 |
14.89 |
18.03 |
-17.42 |
|
US WEEKLY |
710.55 |
686.32 |
3.53 |
41.30 |
37.20 |
11.01 |
|
VANITY FAIR |
1.271.05 |
1.341.05 |
-5.22 |
94.07 |
89.75 |
4.82 |
|
Totals |
6412.54 |
7043.81 |
-8.96 |
762.55 |
795.78 |
-4.18 |
| Source:
PIB
|
||||||
|
Music |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ROLLING STONE |
1.060.25 |
1.299.15 |
-18.39 |
107.76 |
115.10 |
-6.38 |
|
SPIN |
701.58 |
831.86 |
-15.66 |
29.31 |
32.52 |
-9.87 |
|
SOURCE |
1.139.11 |
1.189.53 |
-4.24 |
26.07 |
24.03 |
8.51 |
|
VIBE |
870.53 |
818.06 |
6.41 |
50.73 |
41.60 |
21.94 |
|
Totals |
3771.47 |
4138.60 |
-8.9 |
213.88 |
213.26 |
0.3 |
| Source:
PIB
|
||||||
|
Women's Health |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
FITNESS |
509.07 |
512.46 |
-0.66 |
35.30 |
33.03 |
6.90 |
|
SELF |
850.29 |
929.79 |
-8.55 |
59.67 |
52.91 |
12.77 |
|
SHAPE |
657.31 |
672.60 |
-2.27 |
55.96 |
51.87 |
7.89 |
|
Totals |
2016.67 |
2114.85 |
-4.6 |
150.94 |
137.81 |
9.5 |
| Source:
PIB
|
||||||
|
Teen |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
COSMO- |
423.21 |
378.43 |
11.84 |
21.68 |
13.95 |
55.48 |
|
SEVEN- |
1.038.30 |
1.089.08 |
-4.66 |
86.87 |
82.64 |
5.11 |
|
TEEN |
466.42 |
451.43 |
3.32 |
34.11 |
33.60 |
1.50 |
|
TEEN PEOPLE |
790.05 |
756.60 |
4.42 |
57.83 |
48.76 |
18.62 |
|
YM |
574.21 |
401.54 |
43.00 |
50.64 |
33.30 |
52.06 |
|
Totals |
3292.19 |
3077.08 |
7.0 |
251.13 |
212.24 |
18.32 |
| Source:
PIB
|
||||||
|
Women's Service/Beauty |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ALLURE |
824.79 |
813.31 |
1.41 |
46.25 |
39.00 |
18.58 |
|
COSMO |
1.460.13 |
1.550.50 |
-5.83 |
203.63 |
191.16 |
6.52 |
|
GLAMR |
1.163.21 |
1.328.87 |
-12.47 |
111.23 |
115.68 |
-3.85 |
|
JANE |
608.76 |
543.60 |
11.99 |
23.32 |
18.74 |
24.47 |
|
MADE- |
579.10 |
699.88 |
-17.26 |
36.46 |
40.51 |
-9.99 |
|
MARIE CLAIRE |
1.107.95 |
1.118.82 |
-0.97 |
69.10 |
60.96 |
13.34 |
|
Totals |
5.743.94 |
6.054.98 |
-5.1 |
489.99 |
466.05 |
5.1 |
| Source:
PIB
|
||||||
|
Fashion |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ELLE |
1.376.14 |
1.507.60 |
-8.72 |
89.64 |
90.55 |
-1.00 |
|
HRPR'S BAZAAR |
1.210.63 |
1.251.85 |
-3.29 |
77.01 |
70.86 |
8.67 |
|
VOGUE |
2.207.14 |
2.230.43 |
-1.04 |
143.47 |
134.11 |
6.98 |
|
W |
1.473.21 |
1.439.75 |
2.32 |
89.36 |
74.88 |
19.34 |
|
Totals |
6.267.12 |
6.429.63 |
-2.5 |
399.48 |
370.39 |
7.9 |
| Source:
PIB
|
||||||
|
Travel |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
CONDÉ NAST TRAVLR |
1.034.19 |
1.103.40 |
-6.27 |
56.65 |
55.52 |
2.04 |
|
TRAVEL HOLIDAY |
590.68 |
471.03 |
25.40 |
26.17 |
21.03 |
24.48 |
|
TRAVEL+ LEISURE |
1.224.26 |
1.236.96 |
-1.03 |
81.47 |
77.96 |
4.51 |
|
Totals |
2.849.13 |
2.811.39 |
1.34 |
164.30 |
154.50 |
6.34 |
| Source:
PIB
|
||||||
|
Personal Finance |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
KPLNGRS PERSNL FINANCE |
501.46 |
584.34 |
-14.18 |
31.85 |
35.46 |
-10.18 |
|
MONEY |
744.63 |
951.16 |
-21.71 |
100.42 |
115.66 |
-13.17 |
|
MUTUAL FUNDS |
393.52 |
505.84 |
-22.20 |
25.64 |
30.21 |
-15.11 |
|
SMART MONEY |
645.11 |
877.65 |
-26.50 |
37.42 |
44.69 |
-16.28 |
|
WORTH |
380.58 |
559.23 |
-31.95 |
20.04 |
27.00 |
-25.79 |
|
Totals |
2.665.30 |
3.478.22 |
-23.4 |
215.37 |
253.02 |
-14.9 |
| Source:
PIB
|
||||||
|
Newsweeklies |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
NEWS- |
1.246.65 |
1.613.05 |
-22.71 |
231.19 |
294.26 |
-21.43 |
|
TIME |
1.635.87 |
2.043.60 |
-19.95 |
379.71 |
451.70 |
-15.94 |
|
U.S. NEWS & WORLD REPORT |
987.51 |
1.304.11 |
-24.28 |
129.48 |
156.77 |
-17.41 |
|
ECNMST |
2.028.00 |
2.371.58 |
-14.49 |
47.95 |
50.11 |
-4.31 |
|
Totals |
5.898.03 |
7.332.34 |
-19.6 |
788.32 |
952.84 |
-17.27 |
| Source:
PIB
|
||||||
|
Women's Service |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BETTER HOMES & GRDNS |
1.318.97 |
1.395.99 |
-5.52 |
358.14 |
344.44 |
3.98 |
|
FAMILY CIRCLE |
932.06 |
928.93 |
0.34 |
177.80 |
171.30 |
3.79 |
|
GOOD HOUSE- |
1.125.01 |
1.079.13 |
4.25 |
228.47 |
198.61 |
15.04 |
|
LADIES' HOME JOURNL |
889.68 |
952.07 |
-6.55 |
137.58 |
134.85 |
2.02 |
|
RED- |
930.51 |
1.040.57 |
-10.58 |
85.04 |
88.44 |
-3.85 |
|
WOMAN'S DAY |
1.182.18 |
1.317.04 |
-10.24 |
197.84 |
207.93 |
-4.86 |
|
Totals |
6.378.41 |
6.713.73 |
-5.0 |
1.184.86 |
1.145.58 |
3.4 |
| Source:
PIB
|
||||||
|
Sports |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ESPN |
950.90 |
1.083.91 |
-12.27 |
89.65 |
79.57 |
12.68 |
|
SPORTING NEWS |
364.60 |
588.98 |
-38.10 |
11.46 |
17.32 |
-33.80 |
|
SPORTS ILLUS- |
1.696.83 |
2.039.82 |
-16.81 |
405.44 |
460.06 |
-11.87 |
|
Totals |
3.012.33 |
3.712.71 |
-18.9 |
506.56 |
556.94 |
-9.0 |
| Source:
PIB
|
||||||
|
Men's |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
DETAILS |
555.79 |
295.19 |
88.28 |
18.07 |
11.69 |
54.55 |
|
ESQUIRE |
668.36 |
714.75 |
-6.49 |
42.72 |
40.25 |
6.15 |
|
FHM |
342.42 |
331.50 |
3.30 |
16.09 |
5.62 |
186.14 |
|
GEAR |
233.50 |
243.84 |
-4.24 |
7.24 |
5.99 |
20.90 |
|
GQ |
1.144.79 |
1.276.46 |
-10.32 |
68.75 |
65.76 |
4.54 |
|
MAXIM |
843.54 |
804.23 |
4.89 |
107.30 |
73.64 |
45.70 |
|
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 |
505.54 |
537.58 |
-5.96 |
56.88 |
55.10 |
3.23 |
|
STUFF FOR MEN |
459.00 |
268.49 |
70.95 |
25.30 |
10.11 |
150.29 |
|
Totals |
6.486.34 |
6.211.74 |
4.4 |
453.48 |
369.02 |
22.9 |
| Source:
PIB
|
||||||
|
Sunday Magazines |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
LOS ANGELES TIMES |
390.57 |
370.78 |
5.34 |
15.22 |
13.20 |
15.30 |
|
NEW YORK TIMES |
2.343.33 |
2.517.59 |
-6.92 |
142.53 |
146.64 |
-2.80 |
|
PARADE |
438.29 |
464.41 |
-5.62 |
403.56 |
415.27 |
-2.82 |
|
USA WEEKEND |
425.74 |
433.72 |
-1.84 |
230.56 |
214.32 |
7.57 |
|
Totals |
3.597.93 |
3.786.50 |
-5.0 |
791.87 |
789.44 |
0.3 |
| Source:
PIB
|
||||||
|
Outdoor |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
OUT- |
238.31 |
380.72 |
-37.41 |
14.94 |
22.49 |
-33.54 |
|
OUTSIDE |
644.04 |
816.37 |
-21.11 |
37.20 |
41.68 |
-10.74 |
|
FIELD & STREAM |
352.95 |
562.09 |
-37.21 |
31.95 |
45.50 |
-29.78 |
|
SPORTS AFIELD |
217.10 |
231.91 |
-6.39 |
6.06 |
8.50 |
-28.67 |
|
Totals |
1.452.40 |
1.991.09 |
-27.1 |
90.16 |
118.17 |
-23.70 |
| Source:
PIB
|
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|
Golf |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
GOLF DIGEST |
1.006.48 |
1.147.59 |
-12.30 |
119.70 |
124.25 |
-3.66 |
|
GOLF FOR WOMEN |
276.69 |
299.74 |
-7.69 |
10.44 |
10.30 |
1.37 |
|
GOLF |
1.029.17 |
1.192.11 |
-13.67 |
97.34 |
99.44 |
-2.11 |
|
GOLF WORLD |
946.05 |
1.203.36 |
-21.38 |
21.63 |
23.11 |
-6.41 |
|
T&L GOLF |
467.83 |
434.24 |
7.73 |
19.73 |
14.84 |
32.93 |
|
Totals |
3726.22 |
4277.04 |
-12.9 |
268.83 |
271.94 |
-1.14 |
| Source:
PIB
|
||||||
|
Business/Finance |
||||||
|
Title |
2001 |
2000 |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BUSNSS WEEK |
2.768.16 |
4.274.00 |
-35.23 |
289.14 |
408.18 |
-29.16 |
|
ENTRE- |
1.062.98 |
1.410.13 |
-24.62 |
35.50 |
47.07 |
-24.59 |
|
FAST CO. |
739.06 |
1.520.76 |
-51.40 |
36.96 |
55.04 |
-32.83 |
|
FORBES |
2.706.84 |
4.024.15 |
-32.74 |
220.53 |
287.93 |
-23.41 |
|
FORTUNE |
2.888.45 |
4.378.39 |
-34.03 |
240.29 |
334.44 |
-28.15 |
|
INC. |
702.81 |
1.212.92 |
-42.06 |
51.90 |
88.77 |
-41.53 |
|
RED HERRING |
1.020.06 |
2.364.84 |
-56.87 |
39.19 |
57.07 |
-31.33 |
|
SMART BUSNSS |
589.00 |
1.143.19 |
-48.48 |
37.93 |
63.37 |
-40.15 |
|
Totals |
12477.36 |
20328.38 |
-38.6 |
951.45 |
1.34 |
-29.1 |
| Source:
PIB
|
||||||
October 11, 2001
© 2001 Media Life
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