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woes for magazines
Ad pages are down nearly 16% from last January
By Jeff Bercovici
The first month of the new year brought no relief for magazine publishers, who have been wading through an advertising recession for over a year.
Indeed, for some categories of magazines, the full force of the downturn hasn't been felt until now.
Golf magazines, in particular, started out 2002 in the rough after making it through last year relatively unscathed.
Overall, ad pages for the magazine industry were down 15.9 percent in January vs. January 2001. Ad revenue fell 9.6 percent to $800 million.
Golf Magazine finished last year down less than 10 percent in ad pages, but in January pages were off 57.7 percent to 66.5, and revenue was off 25.2 percent to $7.6 million.
Rival Golf Digest brought in half as much revenue this January as it did last year ($4.5 million) while posting a 23.7 percent page drop, to 71.7.
T&L Golf suffered the smallest month-on-month dollar drop, with revenue down only 3.1 percent to $2.5 million in January. With only 48 ad pages, however, T&L Golf, which posted a full-year page gain of 12.5 percent in 2001, was down 27.3 percent in January.
After seeing ad pages slide 22.9 percent in 2001, Golf World was up 15.5 percent in January, to 84 pages. With only $1.6 million in ad revenue (down 5.3 percent), however, Golf World is the smallest book in the category.
One bright spot amid all the minus signs in January was entertainment magazines.
TV Guide and People Weekly remained mired in double-digit page and dollar drops, but Us Weekly, Rolling Stone, Soap Opera Digest and the National Enquirer all reported trend-bucking ad gains.
Ad pages in Us Weekly, which is looking for an editor in chief now that Terry McDonell is headed to Sports Illustrated, were up 22.3 percent to 67.7 percent in January. Revenue was up 17.8 percent to $3.9 million.
Also at Wenner Publishing, Rolling Stone posted a 46.6 percent ad page increase in January, with 63.4 pages, and a 51.4 percent jump in dollars, to $6.7 million.
Primedia’s Soap Opera Digest more than doubled its ad revenues, gaining 111.1 percent to $4.1 million, while pages were up 74.3 percent to 150.8.
The National Enquirer reported a 26.1 percent climb in ad pages, to 105.6, and a 38.4 percent gain in dollars, to $4.8 million.
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Automotive |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
AUTO- |
56.63 |
47.63 |
18.88 |
4.12 |
3.37 |
22.37 |
|
AUTO- |
67.74 |
87.01 |
-22.15 |
1.05 |
1.37 |
-23.36 |
|
CAR AND DRIVER |
73.72 |
88.4 |
-16.61 |
7.88 |
8.72 |
-9.58 |
|
HOT ROD |
47.42 |
70.36 |
-32.61 |
2.85 |
2.14 |
33.18 |
|
MOTOR TREND |
58.15 |
58.63 |
-0.83 |
6.77 |
6.10 |
10.97 |
|
ROAD & TRACK |
82.4 |
88.51 |
-6.9 |
4.98 |
5.16 |
-3.53 |
|
Totals |
386.06 |
440.54 |
-12.37 |
27.66 |
26.86 |
2.96 |
| Source:
PIB
|
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Airline |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
AMERICAN WAY |
87.2 |
131.53 |
-33.7 |
1.83 |
2.87 |
-36.41 |
|
HEMIS- |
41.28 |
84.27 |
-51.01 |
1.90 |
3.41 |
-44.21 |
|
SKY |
40.28 |
73.98 |
-45.55 |
1.89 |
3.24 |
-41.65 |
|
SOUTH- |
65.1 |
74.17 |
-12.23 |
1.32 |
1.38 |
-4.33 |
|
US AIRWAYS ATTACHÉ |
30.67 |
57.22 |
-46.41 |
1.17 |
1.89 |
-38.32 |
|
Totals |
264.53 |
421.17 |
-37.19 |
8.10 |
12.78 |
-36.63 |
| Source:
PIB
|
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Entertainment/Celebrity |
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|
Title |
2002 pages |
2001 |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
BIOG- |
19 |
35.14 |
-45.93 |
1.01 |
1.41 |
-28.42 |
|
ENTER- |
123.8 |
120.27 |
2.94 |
14.30 |
13.05 |
9.62 |
|
PEOPLE WEEKLY |
197.91 |
236.63 |
-16.36 |
37.56 |
41.94 |
-10.45 |
|
PREMIERE |
23.33 |
24.67 |
-5.41 |
1.14 |
1.20 |
-5.18 |
|
US WEEKLY |
67.67 |
55.33 |
22.29 |
3.91 |
3.32 |
17.75 |
|
VANITY FAIR |
50.28 |
61.3 |
-17.98 |
4.09 |
4.60 |
-11.15 |
|
Totals |
481.99 |
533.34 |
-9.63 |
62.00 |
65.52 |
-5.36 |
| Source:
PIB
|
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Music |
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Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
ROLLING STONE |
63.39 |
43.23 |
46.63 |
6.71 |
4.43 |
51.38 |
|
SOURCE |
75 |
107.17 |
-30.02 |
1.77 |
2.36 |
-25.11 |
|
SPIN |
54.69 |
57.56 |
-4.98 |
2.34 |
2.30 |
1.5 |
|
VIBE |
52.61 |
63.29 |
-16.88 |
3.30 |
3.63 |
-9.14 |
|
Totals |
245.69 |
271.25 |
-9.4 |
14.12 |
12.73 |
10.9 |
| Source:
PIB
|
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Women's Health |
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Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
FITNESS |
47.45 |
0.00 |
N/A |
3.78 |
N/A |
0.00 |
|
HEALTH |
75.19 |
77.78 |
-3.33 |
5.12 |
4.91 |
4.27 |
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SELF |
42.67 |
61.4 |
-30.51 |
3.05 |
4.11 |
-25.72 |
|
SHAPE |
46.7 |
53.4 |
-12.56 |
4.08 |
4.59 |
-11.08 |
|
Totals |
212.01 |
192.58 |
10.1 |
16.04 |
13.61 |
17.8 |
| Source:
PIB
|
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Women's Service/Beauty |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
ALLURE |
48.04 |
50.54 |
-4.95 |
2.83 |
2.61 |
8.25 |
|
COSMO |
78.28 |
96.37 |
-18.77 |
12.04 |
13.28 |
-9.37 |
|
GLAMOUR |
49.19 |
75.23 |
-34.61 |
5.06 |
6.41 |
-21.06 |
|
MARIE CLAIRE |
54.54 |
51.89 |
5.1 |
3.39 |
2.86 |
18.44 |
|
Totals |
230.05 |
274.03 |
-16.0 |
23.31 |
25.16 |
-7.4 |
| Source:
PIB
|
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|
Fashion |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
ELLE |
28.33 |
48.08 |
-41.07 |
2.19 |
3.60 |
-39.26 |
|
HARPER'S BAZAAR |
31.53 |
41.23 |
-23.52 |
2.37 |
2.48 |
-4.68 |
|
VOGUE |
49.6 |
96.08 |
-48.37 |
3.63 |
6.80 |
-46.72 |
|
W |
48.96 |
46.32 |
5.71 |
3.22 |
2.68 |
19.96 |
|
Totals |
158.42 |
231.71 |
-31.6 |
11.40 |
15.57 |
-26.8 |
| Source:
PIB
|
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Travel |
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Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
CONDÉ NAST TRAVELER |
86.31 |
109.36 |
-21.08 |
4.10 |
5.85 |
-29.87 |
|
TRAVEL+ |
54.58 |
80.5 |
-32.2 |
3.69 |
5.83 |
-36.76 |
|
Totals |
140.89 |
189.86 |
-25.79 |
7.79 |
11.68 |
-33.31 |
| Source:
PIB
|
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|
Personal Finance |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
KPLNGRS PERSNL FINANCE |
40.15 |
46.37 |
-13.42 |
2.91 |
2.94 |
-1.31 |
|
MONEY |
43.24 |
66.73 |
-35.2 |
6.60 |
8.58 |
-23.01 |
|
MUTUAL FUNDS |
30.07 |
42.3 |
-28.91 |
2.13 |
2.70 |
-21.04 |
|
SMART- |
39.68 |
68.86 |
-42.38 |
2.48 |
3.96 |
-37.43 |
|
WORTH |
46.7 |
0.00 |
N/A |
2.00 |
0.00 |
N/A |
|
Totals |
199.84 |
224.26 |
-10.9 |
16.12 |
18.18 |
-11.4 |
| Source:
PIB
|
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|
Newsweeklies |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
NEWS- |
103.68 |
102.38 |
1.27 |
19.63 |
20.07 |
-2.19 |
|
TIME |
128.55 |
163.09 |
-21.18 |
30.79 |
36.53 |
-15.72 |
|
U.S. NEWS & WORLD REPORT |
68.13 |
77.26 |
-11.82 |
9.45 |
9.66 |
-2.23 |
|
ECNMST |
150 |
214 |
-29.91 |
3.58 |
4.86 |
-26.28 |
|
Totals |
450.36 |
556.73 |
-19.1 |
63.44 |
71.12 |
-10.79 |
| Source:
PIB
|
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|
Women's Service |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
BETTER HOMES & GARDENS |
63.54 |
70.83 |
-10.3 |
19.98 |
20.43 |
-2.22 |
|
FAMILY CIRCLE |
53.11 |
44.77 |
18.61 |
10.81 |
9.26 |
16.8 |
|
GOOD HOUSE- |
103.51 |
114.37 |
-9.5 |
24.16 |
21.91 |
10.24 |
|
LADIES' HOME JOURNAL |
38.51 |
61.22 |
-37.1 |
6.85 |
9.36 |
-26.85 |
|
REDBOOK |
54.33 |
55.33 |
-1.8 |
5.51 |
5.21 |
5.82 |
|
ROSIE |
43.5 |
0.00 |
N/A |
6.18 |
0.00 |
N/A |
|
WOMAN'S DAY |
46.03 |
70.87 |
-35.05 |
8.91 |
12.22 |
-27.15 |
|
Totals |
402.53 |
417.39 |
-3.6 |
82.39 |
78.39 |
5.1 |
| Source:
PIB
|
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|
Sports |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
ESPN |
73.75 |
68.76 |
7.25 |
8.70 |
6.52 |
33.55 |
|
SPORTING NEWS |
47.58 |
36.19 |
31.48 |
1.79 |
1.09 |
64.69 |
|
SPORTS ILLUS- |
121.98 |
133.42 |
-8.57 |
31.11 |
31.50 |
-1.21 |
|
Totals |
243.31 |
238.37 |
2.1 |
41.61 |
39.10 |
6.4 |
| Source:
PIB
|
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|
Men's |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
ESQUIRE |
33.44 |
38.89 |
-14.01 |
2.33 |
2.57 |
-9.07 |
|
FHM |
47 |
23.63 |
98.87 |
3.09 |
1.17 |
164.48 |
|
GEAR |
30 |
0 |
N/A |
1.23 |
0.00 |
N/A |
|
GQ |
35.67 |
51.7 |
-31.01 |
2.56 |
3.45 |
-25.88 |
|
MAXIM |
59.02 |
57 |
3.54 |
8.65 |
7.59 |
13.97 |
|
MENS FITNESS |
47.24 |
41.16 |
14.78 |
2.11 |
1.75 |
20.77 |
|
MENS HEALTH |
40.1 |
41.12 |
-2.49 |
4.20 |
4.33 |
-2.96 |
|
MENS JOURNAL |
39 |
42.33 |
-7.87 |
2.07 |
2.31 |
-10.23 |
|
PLAYBOY |
48.64 |
67.41 |
-27.86 |
6.06 |
7.22 |
-16.01 |
|
STUFF FOR MEN |
44 |
26.83 |
63.97 |
2.98 |
1.32 |
126.31 |
|
Totals |
424.11 |
390.07 |
8.7 |
35.28 |
31.69 |
11.3 |
| Source:
PIB
|
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|
Sunday Magazines |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
LOS ANGELES TIMES |
20.21 |
26.13 |
-22.68 |
1.23 |
1.20 |
2.68 |
|
NEW YORK TIMES |
91.44 |
117.78 |
-22.36 |
5.34 |
6.62 |
-19.26 |
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PARADE |
53.16 |
49.38 |
7.66 |
47.54 |
44.26 |
7.41 |
|
USA WEEKEND |
49.58 |
55.27 |
-10.29 |
29.85 |
28.81 |
3.61 |
|
Totals |
214.39 |
248.56 |
-13.7 |
83.96 |
80.88 |
3.8 |
| Source:
PIB
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Outdoor |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
OUTSIDE |
35.49 |
54.37 |
-34.72 |
2.11 |
2.99 |
-29.55 |
|
FIELD & STREAM |
20.81 |
30.79 |
-32.42 |
1.71 |
2.57 |
-33.48 |
|
SPORTS AFIELD |
17.8 |
0.00 |
N/A |
0.48 |
0.00 |
N/A |
|
Totals |
74.10 |
85.16 |
-13.0 |
4.30 |
5.56 |
-22.78 |
| Source:
PIB
|
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Golf |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
GOLF DIGEST |
71.74 |
94 |
-23.68 |
4.52 |
8.90 |
-49.14 |
|
GOLF |
66.46 |
157.17 |
-57.72 |
7.56 |
10.11 |
-25.16 |
|
GOLF WORLD |
83.95 |
72.67 |
15.52 |
1.55 |
1.64 |
-5.28 |
|
T&L GOLF |
48.03 |
66.1 |
-27.34 |
2.49 |
2.57 |
-3.1 |
|
Totals |
270.18 |
389.94 |
-30.7 |
16.13 |
23.21 |
-30.51 |
| Source:
PIB
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Business/Finance |
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|
Title |
2002 |
2001 |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
|
BUSINESS |
34 |
0.00 |
N/A |
1.70 |
0.00 |
N/A |
|
BUSINESS |
112.45 |
273.45 |
-58.88 |
12.30 |
28.53 |
-56.89 |
|
ENTRE- |
148.57 |
155.73 |
-4.6 |
4.46 |
4.69 |
-4.86 |
|
FAST CO. |
30.98 |
74.11 |
-58.19 |
1.77 |
3.68 |
-52.03 |
|
FORBES |
138.35 |
233.71 |
-40.8 |
11.95 |
19.72 |
-39.38 |
|
FORTUNE |
121.68 |
236.92 |
-48.64 |
11.31 |
20.14 |
-43.84 |
|
INC. |
37.65 |
52.19 |
-27.87 |
3.12 |
4.47 |
-30.2 |
|
RED HERRING |
31.42 |
188 |
-83.29 |
1.24 |
7.24 |
-82.89 |
|
Totals |
655.10 |
1214.11 |
-46.0 |
47.86 |
88.48 |
-45.9 |
| Source:
PIB
|
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February 8, 2002 © 2002 Media Life
-Jeff Bercovici is a staff writer for
Media Life.
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