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goes unabated
Pages are down versus last May and year to date
By Jeff Bercovici
Ad pages for the magazine industry were down yet again in May, marking the 18th month in a row of year-on-year page losses.
Relief has yet to arrive for the categories that need it most: business and finance magazines, technology titles, travel and airline books.
For the industry as a whole, ad pages were down 6.3 percent in May, totaling 20,268, according to new figures from the Publishers Information Bureau.
One possible cause for optimism is ad revenue, which was up 2.4 percent to $1.51 billion in the month of May, the first year-to-year increase for any month since Jan. 2001.
But the prolonged downturn has inspired such heavy discounting that revenue figures are considered even more unreliable than usual as an indicator of actual spending.
Year-to-date, revenue is down 3.3 percent to $6.33 billion, and pages are off 11.6 percent to 87,217.
Among the lucky few magazines to be coming out of the advertising recession virtually unscathed are Country Living and Country Home, which focus on the bucolic pleasures to be found outside the burgs and ‘burbs.
Both titles are up year-to-date in both ad pages and revenue.
Country Home is up almost 10 percent in pages, with 303.1 in the first five months of the year. The 1 million-circulation title saw ad revenue growth of 26.7 percent through May for a total of $32.8 million.
Country Living is up a more modest 2.7 percent in year-to-date pages, with 407.8. Revenue growth of 14.5 percent resulted in the 1.6 million-circulation title taking in $40.4 million in the first five months of 2002.
Having "Country" in your title is no guarantee of strong sales, however.
Ad pages in 400,000-circulation Country Weekly are off 16.1 percent year-to-date, totaling 290.4, while ad revenue is down 14.1 percent to $3.8 million.
Likewise, Town & Country's pages fell 15.9 percent through May to 506.2, and revenue slipped 8.6 percent to $26.6 million.
|
Airline |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002
$s |
2001
$s |
chnge |
|
AMERICAN WAY |
438.53 |
685.01 |
-35.98 |
10,006,572 |
14,728,946 |
-32.06 |
|
HEMISPHERES |
225.07 |
452.95 |
-50.31 |
9,994,960 |
18,719,070 |
-46.61 |
|
SKY MAGAZINE |
251.95 |
399.31 |
-36.90 |
11,077,620 |
16,217,000 |
-31.69 |
|
SOUTHWEST AIRLINES SPIRIT |
371.10 |
415.60 |
-10.71 |
7,533,169 |
7,511,913 |
0.28 |
|
US AIRWAYS ATTACHE |
205.66 |
332.45 |
-38.14 |
6,551,662 |
10,087,064 |
-35.05 |
|
Totals |
1492.31 |
2285.32 |
-34.70 |
45163983 |
67263993 |
-32.86 |
|
Source: PIB |
||||||
Automotive |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
AUTOMBLE MAGAZINE |
286.44 |
291.46 |
-1.72 |
21,108,324 |
20,478,174 |
3.08 |
|
AUTOWEEK |
462.72 |
579.03 |
-20.09 |
8,214,303 |
9,803,143 |
-16.21 |
|
CAR AND DRIVER |
389.81 |
408.64 |
-4.61 |
41,460,549 |
40,613,976 |
2.08 |
|
HOT ROD |
250.93 |
390.73 |
-35.78 |
11,369,928 |
13,518,063 |
-15.89 |
|
MOTOR TREND |
324.87 |
322.60 |
0.70 |
37,969,499 |
31,395,562 |
20.94 |
|
ROAD & TRACK |
421.76 |
434.38 |
-2.90 |
25,359,038 |
24,565,151 |
3.23 |
|
Totals |
2136.53 |
2426.84 |
-11.96 |
145481641 |
140,374,069 |
3.64 |
|
Source: PIB |
||||||
|
Entertainment/ |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
BIOGRAPHY |
116.53 |
176.80 |
-34.09 |
5,918,424 |
7,128,898 |
-16.98 |
|
ENTRTNMNT WEEKLY |
722.13 |
710.35 |
1.66 |
83,802,021 |
77,126,950 |
8.65 |
|
MOVIELINE |
91.83 |
136.83 |
-32.89 |
2,281,998 |
3,072,440 |
-25.73 |
|
PEOPLE |
1,438.02 |
1,506.68 |
-4.56 |
276,963,426 |
271,191,968 |
2.13 |
|
PREMIERE |
133.55 |
173.37 |
-22.97 |
6,800,318 |
8,689,762 |
-21.74 |
|
US |
391.00 |
364.66 |
7.22 |
24,123,340 |
21,257,668 |
13.48 |
|
VANITY |
656.74 |
728.46 |
-9.85 |
47,323,396 |
52,846,449 |
-10.45 |
|
Totals |
3549.80 |
3797.15 |
-6.51 |
447,212,923 |
441,314,135 |
1.34 |
|
Source: PIB |
||||||
|
Music |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
ROLLING STONE |
521.45 |
509.23 |
2.40 |
54,967,598 |
51,759,010 |
6.20 |
|
SOURCE |
432.33 |
566.59 |
-23.70 |
11,331,901 |
12,907,031 |
-12.20 |
|
SPIN |
303.72 |
365.16 |
-16.83 |
13,625,351 |
15,191,105 |
-10.31 |
|
VIBE |
420.46 |
430.21 |
-2.27 |
27,966,425 |
25,095,986 |
11.44 |
|
Totals |
1677.96 |
1871.19 |
-10.3 |
107,891,275 |
104,953,132 |
2.8 |
|
Source: PIB |
||||||
|
Women's health |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
FITNESS |
336.56 |
251.74 |
33.69 |
25,300,101 |
17,382,302 |
45.55 |
|
HEALTH |
375.59 |
365.95 |
2.63 |
25,748,555 |
23,072,079 |
11.60 |
|
SELF |
423.00 |
457.00 |
-7.44 |
31,652,164 |
32,260,042 |
-1.88 |
|
SHAPE |
346.46 |
364.90 |
-5.05 |
30,528,422 |
30,965,075 |
-1.41 |
|
Totals |
1481.61 |
1439.59 |
2.9 |
113229242.00 |
103679498.00 |
9.2 |
|
Source: PIB |
||||||
|
Teen mags |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
COSMOGIRL |
200.00 |
194.08 |
3.05 |
13,002,360 |
9,861,224 |
31.85 |
|
SEVENTEEN |
469.46 |
519.39 |
-9.61 |
43,125,477 |
42,705,506 |
0.98 |
|
TEEN |
186.39 |
197.98 |
-5.85 |
9,534,584 |
15,766,550 |
-39.53 |
|
TEEN PEOPLE |
322.85 |
400.37 |
-19.36 |
24,740,047 |
28,775,118 |
-14.02 |
|
YM |
330.13 |
289.75 |
13.94 |
32,671,045 |
25,211,959 |
29.59 |
|
Totals |
1508.83 |
1601.57 |
-5.8 |
123,073,513 |
122,320,357 |
0.62 |
|
Source: PIB |
||||||
|
Women's service/beauty |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
ALLURE |
425.56 |
460.71 |
-7.63 |
24,692,384 |
25,052,234 |
-1.44 |
COSMO |
684.87 |
806.44 |
-15.07 |
103,225,191 |
112,251,528 |
-8.04 |
|
GLAMOUR |
522.26 |
622.46 |
-16.10 |
53,742,076 |
59,301,105 |
-9.37 |
|
JANE |
302.46 |
319.83 |
-5.43 |
11,917,991 |
12,066,849 |
-1.23 |
|
MARIE CLAIRE |
563.80 |
630.13 |
-10.53 |
38,551,345 |
38,544,310 |
0.02 |
|
Totals |
2,498.95 |
2,839.57 |
-12.0 |
232,128,987 |
247,216,026 |
-6.1 |
|
Source: PIB |
||||||
|
Fashion |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
ELLE |
579.22 |
803.54 |
-27.92 |
40,158,223 |
52,912,048 |
-24.10 |
|
HARPER'S BAZAAR |
558.67 |
731.81 |
-23.66 |
38,666,624 |
45,931,347 |
-15.82 |
|
VOGUE |
1,057.44 |
1,227.98 |
-13.89 |
69,960,533 |
79,074,108 |
-11.53 |
|
W |
671.70 |
837.14 |
-19.76 |
44,290,770 |
50,635,036 |
-12.53 |
|
Totals |
2,867.03 |
3,600.47 |
-20.4 |
193,076,150 |
228,552,539 |
-15.5 |
|
Source: PIB |
||||||
|
Travel |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
| ARTHUR FROMMER'S BUDGET TRAVEL | 272.98 | 252.60 | 8.07 | 6,401,005 | 4,671,200 | 37.03 |
|
CONDE NAST TRAVELER |
498.29 |
661.91 |
-24.72 |
26,808,385 |
35,810,700 |
-25.14 |
|
TRAVEL HOLIDAY |
421.73 |
394.50 |
6.90 |
19,378,971 |
17,754,636 |
9.15 |
|
TRAVEL+ |
497.11 |
691.72 |
-28.13 |
32,846,294 |
45,596,688 |
-27.96 |
|
Totals |
1,690.11 |
2000.73 |
15.53 |
85,434,655 |
103,833,224 |
-17.72 |
|
Source: PIB |
||||||
|
Personal finance |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
KIPLINGERS PERSNL FINANCE |
237.62 |
310.92 |
-23.58 |
17,459,476 |
20,199,432 |
-13.56 |
|
MONEY |
293.18 |
431.25 |
-32.02 |
44,495,192 |
56,486,736 |
-21.23 |
|
MUTUAL FUNDS |
176.91 |
257.77 |
-31.37 |
13,757,333 |
16,312,644 |
-15.66 |
|
SMART |
274.62 |
385.90 |
-28.84 |
16,996,367 |
22,241,282 |
-23.58 |
|
WORTH |
203.12 |
213.58 |
-4.90 |
8,879,094 |
10,900,018 |
-18.54 |
|
Totals |
1,185.45 |
1,599.42 |
-25.9 |
101,587,462 |
126,140,112 |
-19.5 |
|
Source: PIB |
||||||
|
Newsweeklies |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
NEWSWEEK |
728.22 |
729.36 |
-0.16 |
144,805,755 |
133,700,329 |
8.31 |
|
TIME |
868.53 |
931.01 |
-6.71 |
211,013,973 |
217,572,409 |
-3.01 |
|
U S NEWS & WORLD REPORT |
508.99 |
547.64 |
-7.06 |
70,086,596 |
71,380,872 |
-1.81 |
|
ECNMIST |
1,032.00 |
1,246.00 |
-17.17 |
25,714,526 |
29,432,235 |
-12.63 |
|
Totals |
3,137.74 |
3,454.01 |
-9.2 |
451,620,850 |
452,085,845 |
-0.10 |
|
Source: PIB |
||||||
|
Women's Service |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
BETTER HOMES & GARDENS |
731.72 |
718.85 |
1.79 |
212,943,779 |
195,373,748 |
8.99 |
|
FAMILY CIRCLE |
525.98 |
527.82 |
-0.35 |
101,562,154 |
105,525,292 |
-3.76 |
|
GOOD HSKPNG |
580.30 |
625.87 |
-7.28 |
131,194,809 |
125,732,294 |
4.34 |
|
LADIES' HOME JOURNAL |
478.73 |
502.01 |
-4.64 |
78,170,821 |
76,763,394 |
1.83 |
|
REDBOOK |
431.13 |
521.53 |
-17.33 |
43,912,341 |
47,511,912 |
-7.58 |
|
ROSIE |
383.77 |
145.55 |
163.67 |
53,858,604 |
18,318,349 |
194.01 |
|
WOMAN'S DAY |
594.08 |
678.69 |
-12.47 |
106,582,114 |
112,516,890 |
-5.27 |
|
Totals |
3,725.71 |
3,720.32 |
0.1 |
728,224,622 |
681,741,879 |
6.8 |
|
Source: PIB |
||||||
|
Sports |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
ESPN |
518.15 |
500.90 |
3.44 |
60,943,150 |
47,314,032 |
28.81 |
|
SPORTING NEWS |
293.50 |
283.59 |
3.50 |
11,198,179 |
8,779,433 |
27.55 |
|
SPORTS ILLSTRD |
976.03 |
922.04 |
5.86 |
254,913,843 |
221,957,864 |
14.85 |
|
Totals |
1,787.68 |
1,706.53 |
4.8 |
327,055,172 |
278,051,329 |
17.6 |
|
Source: PIB |
||||||
|
Men's |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
DETAILS |
275.92 |
287.28 |
-3.96 |
8,774,147 |
9,995,652 |
-12.22 |
|
ESQUIRE |
310.37 |
378.31 |
-17.96 |
22,601,289 |
23,928,689 |
-5.55 |
|
FHM |
292.17 |
176.18 |
65.83 |
19,057,192 |
8,070,355 |
136.14 |
|
GEAR |
153.67 |
137.50 |
11.76 |
6,242,378 |
4,244,805 |
47.06 |
|
GQ |
536.40 |
635.79 |
-15.63 |
33,142,305 |
38,706,939 |
-14.38 |
|
MAXIM |
417.95 |
437.04 |
-4.37 |
60,754,570 |
55,856,736 |
8.77 |
|
MENS FITNESS |
320.98 |
291.73 |
10.03 |
14,843,603 |
12,410,037 |
19.61 |
|
MENS HEALTH |
286.03 |
279.78 |
2.23 |
29,384,681 |
26,924,943 |
9.14 |
|
MENS JOURNAL |
308.77 |
385.82 |
-19.97 |
17,540,821 |
21,788,315 |
-19.49 |
|
PLAYBOY |
233.20 |
270.27 |
-13.72 |
29,067,163 |
29,868,680 |
-2.68 |
|
STUFF FOR MEN |
272.50 |
228.35 |
19.33 |
18,144,074 |
11,715,700 |
54.87 |
|
Totals |
3,407.96 |
3,508.05 |
-2.9 |
259,552,223 |
243,510,851 |
6.6 |
|
Source: PIB |
||||||
|
Sunday mags |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
AMERICAN PROFILE |
176.89 |
156.71 |
12.88 |
21,227,600 |
11,594,788 |
83.08 |
|
LOS ANGELES TIMES |
202.25 |
212.38 |
-4.77 |
9,204,320 |
8,267,094 |
11.34 |
NY TIMES MAG |
1,208.66 |
1,387.80 |
-12.91 |
77,105,778 |
82,702,211 |
-6.77 |
|
PARADE |
268.64 |
265.00 |
1.38 |
245,109,454 |
242,999,524 |
0.87 |
|
USA WkEND |
262.84 |
239.03 |
9.96 |
152,085,418 |
124,172,532 |
22.48 |
|
Totals |
2,119.28 |
2,260.92 |
-6.3 |
504,732,570 |
469,736,149 |
7.5 |
|
Source: PIB |
||||||
|
Outdoor |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
OUTDOOR LIFE |
119.81 |
132.05 |
-9.27 |
5,536,719 |
7,813,275 |
-29.14 |
|
OUTSIDE MAGAZINE |
340.48 |
384.44 |
-11.43 |
21,381,422 |
22,339,527 |
-4.29 |
|
FIELD & STREAM |
201.47 |
197.11 |
2.21 |
17,568,173 |
17,502,632 |
0.37 |
|
SPORTS AFIELD |
128.08 |
100.24 |
27.77 |
3,310,310 |
2,716,392 |
21.86 |
|
Totals |
789.84 |
813.84 |
-2.9 |
47,796,624 |
50,371,826 |
-5.11 |
|
Source: PIB |
||||||
|
Golf |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
|
GOLF DIGEST |
580.74 |
562.55 |
3.23 |
39,409,345 |
64,235,325 |
-38.65 |
|
GOLF FOR WOMEN |
178.26 |
108.67 |
64.03 |
4,055,904 |
4,288,726 |
-5.43 |
GOLF MAGAZINE. |
576.94 |
602.30 |
-4.21 |
62,579,591 |
52,429,839 |
19.36 |
|
GOLF WORLD |
669.87 |
548.96 |
22.02 |
12,115,968 |
12,584,260 |
-3.72 |
|
T&L |
231.05 |
268.21 |
-13.85 |
11,181,512 |
10,951,542 |
2.10 |
|
Totals |
2236.86 |
2090.69 |
7.0 |
129,342,320 |
144,489,692 |
-10.48 |
|
Source: PIB |
||||||
Business/Finance |
||||||
|
Title |
2002 pages |
2001 pages |
chnge |
2002 $s |
2001 $s |
chnge |
BUSINESS 2.0 |
214.60 |
0.00 |
999.99 |
10,615,582 |
0 |
99.99 |
|
BUSINESS WEEK |
1,204.11 |
1,653.02 |
-27.16 |
128,793,145 |
171,322,140 |
-24.82 |
|
ENTRPRNR |
584.59 |
613.54 |
-4.72 |
19,468,772 |
20,149,979 |
-3.38 |
|
FAST COMPANY |
274.43 |
422.68 |
-35.07 |
15,864,212 |
21,082,544 |
-24.75 |
|
FORBES |
1,105.51 |
1,813.96 |
-39.06 |
91,645,569 |
146,337,630 |
-37.37 |
|
FORTUNE |
1,307.07 |
1,720.03 |
-24.01 |
117,117,981 |
145,300,672 |
-19.40 |
|
INC. |
295.34 |
375.16 |
-21.28 |
25,221,542 |
29,013,737 |
-13.07 |
|
RED HERRING |
165.67 |
658.18 |
-74.83 |
6,295,047 |
25,249,302 |
-75.07 |
SMART BUS. |
153.81 |
363.27 |
-57.66 |
10,669,514 |
24,045,890 |
-55.63 |
|
Totals |
5305.13 |
7619.84 |
-30.4 |
425,691,364 |
582,501,894 |
-26.9 |
|
Source: PIB |
||||||
June 11, 2002© 2002 Media Life
-Jeff Bercovici is a staff writer for Media Life.
