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ad page drop: 11.7%
Year's big loser was Red Herring, down 64.5%
By Jeff Bercovici
The year 2001 is long over, and with the publication yesterday by the Publishers Information Bureau of the official year-end magazine advertising totals, publishers can finally put the rather unpleasant year that was 2001 behind them.
Ad pages across the industry were down by an average of 11.7 percent, and revenue was off by 4.5 percent, but some categories of magazines had it much worse than others.
Business magazines sported the most minus signs. According to a very rough calculation of the PIB numbers, the nine leading business magazines saw ad pages drop 40.5 percent. That drop would be even steeper if it factored in the losses of The Industry Standard, which folded halfway through the year, and Business 2.0, which reset its tally after being acquired by Time Inc.
The biggest loser was Red Herring, which saw ad pages plummet 64.5 percent to 1,193.7, the greatest percentage loss sustained by any major consumer magazine.
Fortune won this year's ad page crown with a full-year total of 4,011.5 pages, 35.9 percent fewer than it carried the previous year. Fortune's ad revenue fell 30 percent to $333.8 million.
Ad revenue for the business magazines was down 31.5 percent from 2000--again, only a rough calculation.
Newsweeklies also had a brutal 12 months, with ad pages slipping an average 22.2 percent from 2000 levels, and dollars falling 18.6 percent.
As the stock market faltered, so did personal finance magazines, with ad pages falling 25.5 percent and ad revenue declining 16.1 percent.
Only teen magazines recorded substantial ad gains in 2001, with pages up 4.5 percent and revenue up 14.9 percent.
Gruner + Jahr's YM led the way, posting a 38.4 percent increase in ad pages, with 764.3, and a 47.9 percent jump in revenue, with $67.7 million.
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Airline |
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|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
AMERICAN WAY |
1477.55 |
2168.17 |
-31.85 |
33.21 |
44.77 |
-25.83 |
|
HEMIS- |
990.7 |
1254.05 |
-21 |
42.35 |
51.88 |
-18.37 |
|
SKY |
913.47 |
1171.2 |
-22.01 |
37.50 |
46.82 |
-19.91 |
|
SOUTH- |
1021.03 |
1055.94 |
-3.31 |
18.78 |
17.68 |
6.2 |
|
US AIRWAYS ATTACHE |
746.06 |
836.61 |
-10.82 |
23.29 |
24.74 |
-5.86 |
|
Totals |
5148.81 |
6485.97 |
-20.62 |
155.12 |
185.90 |
-16.55 |
| Source:
PIB
|
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|
Automotive |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
AUTO- |
733.54 |
928.06 |
-20.96 |
51.47 |
60.90 |
-15.48 |
|
AUTO- |
1336.37 |
1527.49 |
-12.51 |
23.32 |
26.67 |
-12.54 |
|
CAR AND DRIVER |
1073.39 |
1249.91 |
-14.12 |
107.67 |
117.72 |
-8.54 |
|
HOT ROD |
848.8 |
873.8 |
-2.86 |
35.14 |
34.59 |
1.6 |
|
MOTOR TREND |
855.1 |
934.82 |
-8.53 |
86.32 |
77.13 |
11.92 |
|
ROAD & TRACK |
1140.7 |
1195.47 |
-4.58 |
65.01 |
68.66 |
-5.31 |
|
Totals |
5987.90 |
6709.55 |
-10.76 |
368.94 |
385.66 |
-4.34 |
| Source:
PIB
|
||||||
|
Entertainment/Celebrity |
||||||
|
Title |
2001 pages |
2000 |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BIOG- |
399.32 |
424.32 |
-5.89 |
16.20 |
13.99 |
15.75 |
|
ENTER- |
1830.09 |
2035.28 |
-10.08 |
198.51 |
213.29 |
-6.93 |
|
MOVIE- |
377.5 |
417.5 |
-9.58 |
8.64 |
8.72 |
-0.97 |
|
PEOPLE WEEKLY |
3612.15 |
4228.11 |
-14.57 |
656.22 |
723.91 |
-9.35 |
|
PREM- |
418.2 |
552.8 |
-24.35 |
20.68 |
24.31 |
-14.95 |
|
US WEEKLY |
973.85 |
987.9 |
-1.42 |
56.41 |
52.80 |
6.84 |
|
VANITY FAIR |
1935.45 |
2078.5 |
-6.88 |
141.07 |
135.90 |
3.8 |
|
Totals |
9546.56 |
10724.41 |
-10.98 |
1097.72 |
1172.93 |
-6.41 |
| Source:
PIB
|
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|
Music |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ROLLING STONE |
1547.74 |
1919.15 |
-19.35 |
156.90 |
171.98 |
-8.77 |
|
SOURCE |
1517.95 |
1648.19 |
-7.9 |
34.62 |
33.28 |
4.03 |
|
SPIN |
963.1 |
1211.5 |
-20.5 |
40.29 |
47.61 |
-15.38 |
|
VIBE |
1194.61 |
1185.92 |
0.73 |
69.07 |
59.84 |
15.43 |
|
Totals |
5223.40 |
5964.76 |
-12.4 |
300.88 |
312.70 |
-3.8 |
| Source:
PIB
|
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|
Women's Health |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
FITNESS |
686.09 |
664.24 |
3.29 |
47.63 |
43.02 |
10.72 |
|
HEALTH |
900.93 |
852.5 |
5.68 |
56.55 |
49.77 |
13.62 |
|
SELF |
1174.85 |
1306.8 |
-10.1 |
81.92 |
74.65 |
9.74 |
|
SHAPE |
855.69 |
917.63 |
-6.75 |
72.91 |
71.25 |
2.33 |
|
Totals |
3617.56 |
3741.17 |
-3.3 |
259.00 |
238.69 |
8.5 |
| Source:
PIB
|
||||||
|
Teen |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
COSMO- |
571.59 |
539.37 |
5.97 |
29.09 |
19.82 |
46.77 |
|
SEVEN- |
1335.82 |
1447.79 |
-7.73 |
112.10 |
111.04 |
0.95 |
|
TEEN |
620.4 |
573.29 |
8.22 |
43.66 |
42.62 |
2.46 |
|
TEEN PEOPLE |
1050.47 |
1044.32 |
0.59 |
76.69 |
67.31 |
13.95 |
|
YM |
764.3 |
552.24 |
38.4 |
67.71 |
45.79 |
47.86 |
|
Totals |
4342.58 |
4157.01 |
4.5 |
329.26 |
286.57 |
14.89 |
| Source:
PIB
|
||||||
|
Women's Service/Beauty |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ALLURE |
1156.57 |
1177.84 |
-1.81 |
63.45 |
56.33 |
12.65 |
|
COSMO |
1964.3 |
2102.06 |
-6.55 |
273.76 |
260.49 |
5.09 |
|
GLAM- |
1571.28 |
1897.10 |
-17.17 |
149.76 |
164.52 |
-8.97 |
|
JANE |
901.09 |
825.94 |
9.1 |
34.40 |
29.70 |
15.84 |
|
MARIE CLAIRE |
1613.97 |
1661.91 |
-2.88 |
99.90 |
88.78 |
12.53 |
|
Totals |
7.207.21 |
7.664.85 |
-6.0 |
621.28 |
599.82 |
3.6 |
| Source:
PIB
|
||||||
|
Fashion |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ELLE |
1872.88 |
2221.55 |
-15.7 |
122.67 |
133.18 |
-7.9 |
|
HARPER'S BAZAAR |
1642.5 |
1786.18 |
-8.04 |
105.56 |
102.79 |
2.7 |
|
VOGUE |
3156.23 |
3308.69 |
-4.61 |
201.69 |
198.25 |
1.73 |
|
W |
2126.35 |
2183.83 |
-2.63 |
128.54 |
113.69 |
13.06 |
|
Totals |
8797.96 |
9500.25 |
-7.4 |
558.46 |
547.92 |
1.9 |
| Source:
PIB
|
||||||
|
Travel |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
CONDÉ NAST TRAVELER |
1410.54 |
1578.82 |
-10.66 |
76.97 |
80.26 |
-4.1 |
|
TRAVEL HOLIDAY |
822.48 |
668.93 |
22.95 |
36.81 |
29.10 |
26.52 |
|
TRAVEL+ |
1751.99 |
1844.91 |
-5.04 |
115.23 |
115.56 |
-0.29 |
|
Totals |
3985.01 |
4092.66 |
-2.63 |
229.01 |
224.92 |
1.82 |
| Source:
PIB
|
||||||
|
Personal Finance |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
KPLNGRS PERSNL FINANCE |
664.69 |
793.55 |
-16.24 |
41.80 |
48.23 |
-13.32 |
|
MONEY |
1067.15 |
1338.01 |
-20.24 |
145.41 |
164.07 |
-11.37 |
|
MUTUAL FUNDS |
515.62 |
697.25 |
-26.05 |
34.64 |
41.94 |
-17.42 |
|
SMART- |
865.22 |
1288.65 |
-32.86 |
50.41 |
66.29 |
-23.95 |
|
WORTH |
586.3 |
847.06 |
-30.78 |
31.15 |
41.01 |
-24.03 |
|
Totals |
3698.98 |
4964.52 |
-25.5 |
303.42 |
361.54 |
-16.1 |
| Source:
PIB
|
||||||
|
Newsweeklies |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
NEWS- |
1845.3 |
2415.72 |
-23.61 |
338.67 |
439.55 |
-22.95 |
|
TIME |
2398.79 |
3008.58 |
-20.27 |
557.62 |
662.77 |
-15.87 |
|
U.S. NEWS & WORLD REPORT |
1365.14 |
1857.41 |
-26.5 |
178.97 |
224.89 |
-20.42 |
|
ECONMST |
2585.33 |
3250.83 |
-20.47 |
61.28 |
69.41 |
-11.72 |
|
Totals |
8194.56 |
10532.54 |
-22.2 |
1136.55 |
1396.63 |
-18.62 |
| Source:
PIB
|
||||||
|
Women's Service |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BETTER HOMES & GARDENS |
1804.55 |
1905.84 |
-5.31 |
491.27 |
471.11 |
4.28 |
|
FAMILY CIRCLE |
1292.78 |
1282.47 |
0.8 |
245.71 |
237.78 |
3.34 |
|
GOOD HOUSE- |
1560.48 |
1549.09 |
0.74 |
318.33 |
288.48 |
10.35 |
|
LADIES' HOME JOURNAL |
1219.57 |
1288.03 |
-5.32 |
189.62 |
182.86 |
3.7 |
|
REDBOOK |
1275.05 |
1476.79 |
-13.66 |
116.17 |
125.28 |
-7.27 |
|
ROSIE |
622.93 |
0.00 |
N/A |
79.76 |
0.00 |
N/A |
|
WOMAN'S DAY |
1592.72 |
1809.86 |
-12 |
273.69 |
287.79 |
-4.9 |
|
Totals |
9368.08 |
9312.08 |
0.6 |
1714.56 |
1593.31 |
7.6 |
| Source:
PIB
|
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|
Sports |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
ESPN |
1317.85 |
1498.69 |
-12.07 |
123.55 |
112.80 |
9.53 |
|
SPORTING NEWS |
635.18 |
719.69 |
-11.74 |
21.35 |
20.95 |
1.93 |
|
SPORTS ILLUS- |
2385.58 |
2884.59 |
-17.3 |
570.98 |
651.18 |
-12.32 |
|
Totals |
4338.61 |
5102.97 |
-15.0 |
715.89 |
784.93 |
-8.8 |
| Source:
PIB
|
||||||
|
Men's |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
DETAILS |
790.78 |
518.48 |
52.52 |
25.81 |
19.40 |
33.04 |
|
ESQUIRE |
959.28 |
1034.47 |
-7.27 |
61.70 |
59.42 |
3.84 |
|
FHM |
555.72 |
589.11 |
-5.67 |
26.18 |
11.82 |
121.46 |
|
GEAR |
353.77 |
362.09 |
-2.3 |
11.48 |
9.53 |
20.44 |
|
GQ |
1747.34 |
2011.97 |
-13.15 |
103.91 |
106.70 |
-2.62 |
|
MAXIM |
1196.23 |
1214.49 |
-1.5 |
152.89 |
115.27 |
32.64 |
|
MENS FITNESS |
742.13 |
577.35 |
28.54 |
31.86 |
22.03 |
44.64 |
|
MENS HEALTH |
714.07 |
787.98 |
-9.38 |
69.69 |
71.29 |
-2.24 |
|
MENS JOURNAL |
994.23 |
1145.27 |
-13.19 |
56.45 |
55.82 |
1.13 |
|
PLAYBOY |
707.81 |
765.21 |
-7.5 |
79.72 |
78.17 |
1.98 |
|
STUFF FOR MEN |
657.94 |
457.32 |
43.87 |
37.44 |
18.68 |
100.4 |
|
Totals |
9419.30 |
9463.74 |
-0.5 |
657.13 |
568.13 |
15.7 |
| Source:
PIB
|
||||||
|
Sunday Magazines |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
LOS ANGELES TIMES |
558.39 |
527.03 |
5.95 |
21.31 |
18.29 |
16.5 |
|
NEW YORK TIMES |
3326.49 |
3760.12 |
-11.53 |
201.59 |
217.98 |
-7.52 |
|
PARADE |
629.57 |
662.99 |
-5.04 |
570.48 |
582.19 |
-2.01 |
|
USA WEEKEND |
583.67 |
616.02 |
-5.25 |
316.76 |
307.77 |
2.92 |
|
Totals |
5098.12 |
5566.16 |
-8.4 |
1110.14 |
1126.23 |
-1.4 |
| Source:
PIB
|
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|
Outdoor |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
OUTDOOR LIFE |
356.97 |
558.79 |
-36.12 |
23.07 |
33.51 |
-31.17 |
|
OUTSIDE |
877.37 |
1135.36 |
-22.72 |
50.79 |
58.65 |
-13.39 |
|
FIELD & STREAM |
512.03 |
759.31 |
-32.57 |
47.78 |
62.84 |
-23.97 |
|
SPORTS AFIELD |
306.94 |
315.47 |
-2.71 |
8.64 |
10.64 |
-18.85 |
|
Totals |
2053.31 |
2768.93 |
-25.8 |
130.28 |
165.64 |
-21.35 |
| Source:
PIB
|
||||||
|
Golf |
||||||
|
Title |
2001 pages |
2000 pages |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
GOLF DIGEST |
1315.39 |
1507.11 |
-12.72 |
151.82 |
160.99 |
-5.7 |
|
GOLF FOR WOMEN |
425.9 |
432.47 |
-1.52 |
16.71 |
15.10 |
10.67 |
|
GOLF |
1315.9 |
1441.12 |
-8.69 |
127.30 |
121.05 |
5.16 |
|
GOLF WORLD |
1105.77 |
1433.3 |
-22.85 |
25.14 |
27.52 |
-8.63 |
|
T&L GOLF |
597.48 |
531.27 |
12.46 |
24.92 |
18.02 |
38.28 |
|
Totals |
4760.44 |
5345.27 |
-10.9 |
345.89 |
342.68 |
0.94 |
| Source:
PIB
|
||||||
|
Business/Finance |
||||||
|
Title |
2001 |
2000 |
% change |
2001 dollars (millions) |
2000 dollars (millions) |
% change |
|
BUSINESS 2.0 |
321.7 |
0.00 |
N/A |
15.62 |
0.00 |
N/A |
|
BUSINESS WEEK |
3785.62 |
6005.69 |
-36.97 |
394.30 |
573.26 |
-31.22 |
|
ENTRE- |
1388.49 |
1785.03 |
-22.21 |
48.69 |
61.21 |
-20.44 |
|
FAST CO. |
987.08 |
2126.17 |
-53.57 |
49.46 |
77.35 |
-36.06 |
|
FORBES |
3735.37 |
6083.48 |
-38.6 |
305.82 |
434.34 |
-29.59 |
|
FORTUNE |
4011.5 |
6258.53 |
-35.9 |
333.81 |
476.85 |
-30 |
|
INC. |
969.28 |
1735.3 |
-44.14 |
71.79 |
125.25 |
-42.68 |
|
RED HERRING |
1193.74 |
3357.67 |
-64.45 |
45.62 |
87.15 |
-47.65 |
|
SMART BUSINESS |
763.57 |
1467.44 |
-47.97 |
48.73 |
83.62 |
-41.73 |
|
Totals |
17156.35 |
28819.31 |
-40.5 |
1313.84 |
1919.03 |
-31.5 |
| Source:
PIB
|
||||||
January 1
1, 2002 © 2002 Media Life-Jeff Bercovici is a staff writer for Media Life.
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