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luxury magazines
Join industry in steepening ad slide since January
By Jeff Bercovici
The economic recovery may have begun, at least if you listen to Alan Greenspan, but magazines that cater to the well-to-do are still feeling the downturn in a major way.
The Robb Report, Architectural Digest, Town & Country and Departures are among the high-end titles that posted double-digit ad page and revenue declines in the first two months of the year, according to figures released yesterday by the Publishers Information Bureau.
Overall, ad pages for the magazine industry totaled 27,911.88 in January and February, down 16.9 percent from the same period in 2001.
Total ad revenue for the industry was down 8.7 percent to $2.08 billion.
Luxury-oriented titles held off the hurt longer than many other classes of magazines, but a number of them fared significantly worse than the industry average in January and February.
The ultra-upscale Robb Report carried 156.5 ad pages in the first two months of the year, 41.2 percent fewer than in 2001. Ad revenue for the period was down 41 percent to $2.9 million.
Departures, American Express Publishing's magazine for its Platinum and Centurion cardholders, was off 36 percent in pages, to 65.7, and 31.5 percent in revenue to $3.1 million.
Town & Country's pages fell 25.3 percent to 172.0 in January and February, while its revenue tumbled 17.8 percent, to $8.6 million.
Ad pages for Architectural Digest were down 15.4 percent, to 216.1. Ad revenue for the Condé Nast shelter title was down 10.9 percent, to $10.9 million.
One place luxury publishers don't appear to be taking a bath is at sea. Yachting magazine, while down in both pages and revenue, is doing better than the industry as a whole. Yachting's pages were down 8.8 percent to 320.3 in January and February, while revenue was $3.2 million, down just 4.5 percent.
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High-End |
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Title |
2002 pages |
2001 |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
| ARCHI- TECTURAL DIGEST |
216.06 | 255.24 | -15.35 | 10.93 | 12.26 | -10.85 |
| DEPAR- TURES |
65.69 | 102.56 | -35.96 | 3.10 | 4.53 | -31.48 |
| ROBB REPORT | 156.52 | 266.33 | -41.23 | 2.86 | 4.86 | -41.06 |
| TOWN & COUNTRY | 172.03 | 230.40 | -25.33 | 8.60 | 10.46 | -17.76 |
| YACHTING | 320.33 | 351.29 | -8.81 | 3.18 | 3.33 | -4.49 |
| Totals | 930.63 | 1205.82 | -22.8 | 28.68 | 35.43 | -19.07 |
| 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 | 189.70 | 278.48 | -31.88 | 4.03 | 6.03 | -33.17 |
| HEMIS- PHERES |
93.45 | 179.27 | -47.87 | 4.14 | 7.24 | -42.8 |
| SKY | 97.78 | 158.65 | -38.37 | 4.56 | 6.50 | -29.82 |
| SOUTH- WEST AIRLINES SPIRIT |
131.40 | 148.49 | -11.51 | 2.65 | 2.73 | -2.77 |
| U.S. AIRWAYS ATTACHE | 65.57 | 117.93 | -44.4 | 2.27 | 3.79 | -40.14 |
| Totals | 577.90 | 882.82 | -34.54 | 17.66 | 26.29 | -32.84 |
| Source:
PIB |
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Automotive |
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Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
| AUTO- MOBILE |
96.06 | 95.81 | 0.26 | 7.04 | 6.76 | 4.09 |
| AUTOWEEK | 171.89 | 234.93 | -26.84 | 3.00 | 3.82 | -21.52 |
| CAR AND DRIVER | 134.13 | 152.15 | -11.85 | 13.96 | 14.71 | -5.1 |
| HOT ROD | 84.79 | 122.09 | -30.55 | 4.38 | 4.06 | 7.96 |
| MOTOR TREND | 113.48 | 115.21 | -1.5 | 13.17 | 11.09 | 18.79 |
| ROAD & TRACK | 155.78 | 163.96 | -4.99 | 8.91 | 9.18 | -2.9 |
| Totals | 756.13 | 884.15 | -14.48 | 50.46 | 49.62 | 1.70 |
| 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- RAPHY |
34.83 | 66.30 | -47.46 | 1.86 | 2.69 | -30.75 |
| ENTER- TAINMENT WEEKLY |
208.30 | 240.12 | -13.25 | 23.98 | 25.91 | -7.44 |
| MOVIELINE | 33.00 | 31.83 | 3.66 | 0.79 | 0.68 | 16.15 |
| PEOPLE WEEKLY | 440.61 | 485.82 | -9.31 | 84.23 | 86.22 | -2.31 |
| PREMIERE | 43.16 | 54.83 | -21.29 | 2.19 | 2.69 | -18.55 |
| US WEEKLY | 151.50 | 112.50 | 34.67 | 9.36 | 6.63 | 41.18 |
| VANITY FAIR | 107.54 | 153.71 | -30.04 | 9.21 | 11.99 | -23.14 |
| Totals | 1018.94 | 1145.11 | -11.02 | 131.62 | 136.81 | -3.79 |
| 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 | 163.49 | 130.48 | 25.3 | 17.57 | 13.32 | 31.94 |
| SOURCE | 137.00 | 193.67 | -29.26 | 3.29 | 4.29 | -23.39 |
| SPIN | 108.06 | 109.89 | -1.66 | 4.76 | 4.54 | 4.9 |
| VIBE | 108.58 | 115.37 | -5.89 | 7.17 | 6.73 | 6.59 |
| Totals | 517.13 | 549.41 | -5.9 | 32.80 | 28.88 | 13.6 |
| 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 | 104.07 | 64.42 | 61.55 | 8.12 | 4.40 | 84.52 |
| HEALTH | 75.19 | 77.78 | -3.33 | 5.12 | 4.91 | 4.27 |
| SELF | 105.23 | 118.83 | -11.45 | 7.67 | 8.30 | -7.56 |
| SHAPE | 98.54 | 103.87 | -5.13 | 8.72 | 8.82 | -1.05 |
| Totals | 383.03 | 364.90 | 5.0 | 29.63 | 26.42 | 12.1 |
| Source:
PIB |
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Teen |
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Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
| COSMO- GIRL |
34.19 | 34.13 | 0.17 | 2.23 | 1.67 | 33.62 |
| SEVEN- TEEN |
114.64 | 125.95 | -8.98 | 10.93 | 10.61 | 2.96 |
| TEEN | 33.62 | 55.27 | -39.17 | 1.75 | 4.12 | -57.55 |
| TEEN PEOPLE | 47.84 | 80.41 | -40.51 | 3.66 | 5.81 | -37.09 |
| YM | 50.10 | 63.00 | -20.47 | 4.94 | 5.72 | -13.7 |
| Totals | 280.39 | 358.76 | -21.8 | 23.50 | 27.94 | -15.88 |
| 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 | 102.50 | 102.41 | 0.09 | 6.04 | 5.53 | 9.08 |
| COSMO | 200.19 | 254.96 | -21.48 | 30.19 | 34.85 | -13.36 |
| GLAMOUR | 117.60 | 166.03 | -29.17 | 11.98 | 15.64 | -23.43 |
| JANE | 38.67 | 52.02 | -25.67 | 1.66 | 2.17 | -23.53 |
| MARIE CLAIRE | 112.65 | 143.56 | -21.54 | 7.43 | 8.53 | -12.91 |
| Totals | 571.61 | 718.98 | -20.5 | 57.30 | 66.72 | -14.1 |
| 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 | 96.33 | 145.61 | -33.84 | 7.18 | 10.60 | -32.25 |
| HARPER'S BAZAAR | 115.39 | 169.84 | -32.06 | 8.27 | 10.31 | -19.83 |
| VOGUE | 200.52 | 288.47 | -30.49 | 14.53 | 19.75 | -26.45 |
| W | 135.30 | 154.79 | -12.6 | 9.07 | 9.40 | -3.49 |
| Totals | 547.54 | 758.71 | -27.8 | 39.04 | 50.06 | -22.0 |
| 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 | 146.29 | 202.82 | -27.87 | 7.28 | 10.94 | -33.46 |
| TRAVEL HOLIDAY | 65.14 | 84.40 | -22.82 | 3.14 | 4.08 | -23.09 |
| TRAVEL+ LEISURE |
125.82 | 179.21 | -29.79 | 8.36 | 12.09 | -30.83 |
| Totals | 337.25 | 466.43 | -27.70 | 18.78 | 27.11 | -30.72 |
| 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 | 104.27 | 120.44 | -13.43 | 6.30 | 7.75 | -18.62 |
| MONEY | 100.55 | 165.22 | -39.14 | 15.10 | 21.18 | -28.72 |
| MUTUAL FUNDS | 59.44 | 95.29 | -37.62 | 4.49 | 6.02 | -25.41 |
| SMART- MONEY |
78.62 | 147.71 | -46.77 | 4.8 | 8.46 | -42.82 |
| WORTH | 46.70 | 48.17 | -3.04 | 2.00 | 2.28 | -12.59 |
| Totals | 389.58 | 576.83 | -32.5 | 32.72 | 45.68 | -28.4 |
| 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- WEEK |
232.20 | 236.99 | -2.02 | 43.83 | 43.41 | 0.97 |
| TIME | 276.63 | 327.63 | -15.57 | 67.26 | 75.26 | -10.63 |
| U.S. NEWS & WORLD REPORT | 160.69 | 181.65 | -11.54 | 23.08 | 23.20 | -0.53 |
| ECNMST | 356.00 | 448.00 | -20.54 | 8.58 | 10.34 | -17.02 |
| Totals | 1.025.52 | 1.194.27 | -14.1 | 142.75 | 152.21 | -6.22 |
| 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 | 194.98 | 206.04 | -5.37 | 60.18 | 56.82 | 5.93 |
| FAMILY CIRCLE | 152.14 | 197.39 | -22.93 | 29.08 | 38.67 | -24.78 |
| GOOD HOUSE- KEEPING |
210.68 | 226.89 | -7.14 | 47.49 | 44.48 | 6.78 |
| LADIES' HOME JOURNAL | 134.24 | 151.04 | -11.12 | 21.87 | 23.62 | -7.41 |
| REDBOOK | 120.44 | 139.41 | -13.61 | 12.21 | 12.73 | -4.14 |
| ROSIE | 105.26 | 0.00 | N/A | 14.92 | 0.00 | N/A |
| WOMAN'S DAY | 211.10 | 259.49 | -18.65 | 37.08 | 44.01 | -15.76 |
| Totals | 1128.84 | 1180.26 | -4.4 | 222.83 | 220.32 | 1.1 |
| 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 | 160.08 | 171.01 | -6.39 | 18.86 | 16.15 | 16.79 |
| SPORTING NEWS | 103.25 | 100.76 | 2.47 | 3.91 | 3.12 | 25.29 |
| SPORTS ILLUS- TRATED |
401.19 | 385.72 | 4.01 | 105.87 | 92.63 | 14.29 |
| Totals | 664.52 | 657.49 | 1.1 | 128.64 | 111.90 | 15.0 |
| 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 |
| DETAILS | 42.95 | 45.67 | -5.95 | 1.31 | 1.68 | -21.91 |
| ESQUIRE | 75.73 | 87.50 | -13.45 | 5.48 | 5.79 | -5.24 |
| FHM | 47.00 | 23.63 | 98.87 | 3.09 | 1.17 | 164.48 |
| GEAR | 30.00 | 27.83 | 7.78 | 1.23 | 0.89 | 37.78 |
| GQ | 94.68 | 148.85 | -36.4 | 6.27 | 9.83 | -36.22 |
| MAXIM | 116.92 | 129.52 | -9.73 | 17.31 | 16.99 | 1.88 |
| MENS FITNESS | 120.16 | 96.58 | 24.41 | 5.49 | 4.09 | 34.02 |
| MENS HEALTH | 40.10 | 41.12 | -2.49 | 4.20 | 4.33 | -2.96 |
| MENS JOURNAL | 81.50 | 87.71 | -7.08 | 4.42 | 4.75 | -6.95 |
| PLAYBOY | 88.65 | 109.22 | -18.83 | 11.23 | 12.07 | -6.88 |
| STUFF FOR MEN | 85.00 | 63.17 | 34.56 | 5.76 | 3.22 | 78.82 |
| Totals | 822.69 | 860.80 | -4.4 | 65.79 | 64.81 | 1.5 |
| 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 |
| AMERICAN PROFILE | 68.35 | 54.96 | 24.35 | 8.14 | 4.03 | 101.98 |
| LOS ANGELES TIMES | 76.48 | 68.39 | 11.83 | 3.07 | 2.78 | 10.53 |
| NEW YORK TIMES | 341.92 | 411.62 | -16.93 | 21.78 | 23.99 | -9.21 |
| PARADE | 93.43 | 99.81 | -6.39 | 84.18 | 89.58 | -6.03 |
| USA WEEKEND | 99.17 | 93.02 | 6.62 | 57.87 | 49.05 | 17.97 |
| Totals | 679.35 | 727.80 | -6.7 | 175.04 | 169.44 | 3.3 |
| Source:
PIB |
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|
Outdoor |
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|
Title |
2002 pages |
2001 pages |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
| OUTDOOR LIFE | 35.36 | 32.19 | 9.86 | 1.71 | 1.85 | -7.25 |
| OUTSIDE | 72.32 | 95.22 | -24.06 | 4.27 | 5.21 | -17.98 |
| FIELD & STREAM | 55.98 | 54.82 | 2.11 | 4.80 | 4.21 | 14.04 |
| SPORTS AFIELD | 36.61 | 25.54 | 43.36 | 0.93 | 0.70 | 32.5 |
| Totals | 200.27 | 207.77 | -3.6 | 11.71 | 11.96 | -2.11 |
| 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 | 180.69 | 165.89 | 8.92 | 11.21 | 16.53 | -32.16 |
| GOLF FOR WOMEN | 42.10 | 46.30 | -9.08 | 0.88 | 1.83 | -51.62 |
| GOLF MAGAZINE | 131.16 | 261.87 | -49.91 | 14.37 | 18.29 | -21.43 |
| GOLF WORLD | 180.99 | 165.15 | 9.59 | 3.33 | 3.74 | -11.02 |
| T&L GOLF | 48.03 | 66.10 | -27.34 | 2.49 | 2.57 | -3.1 |
| Totals | 582.97 | 705.31 | -17.3 | 32.29 | 42.96 | -24.84 |
| Source:
PIB |
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Business/Finance |
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Title |
2002 |
2001 |
% change |
2002 dollars (millions) |
2001 dollars (millions) |
% change |
| BUSINESS 2.0 | 67.67 | 0.00 | N/A | 3.33 | 0.00 | N/A |
| BUSINESS WEEK | 342.67 | 535.65 | -36.03 | 36.24 | 56.45 | -35.8 |
| ENTRE- PRENEUR |
237.34 | 255.54 | -7.12 | 7.41 | 8.12 | -8.72 |
| FAST CO. | 74.82 | 151.94 | -50.76 | 4.18 | 7.56 | -44.7 |
| FORBES | 255.35 | 575.04 | -55.59 | 21.94 | 47.48 | -53.79 |
| FORTUNE | 323.97 | 543.74 | -40.42 | 29.58 | 45.64 | -35.19 |
| INC. | 72.92 | 117.71 | -38.05 | 6.01 | 9.81 | -38.72 |
| RED HERRING | 56.67 | 275.85 | -79.46 | 2.23 | 10.59 | -78.91 |
| SMART BUSINESS | 34.46 | 135.49 | -74.56 | 2.43 | 9.20 | -73.64 |
| Totals | 1465.87 | 2590.96 | -43.4 | 113.36 | 194.86 | -41.8 |
| Source:
PIB |
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March 8, 2002 © 20
02 Media Life-
Jeff Bercovici is a staff writer for Media Life.
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