New York--Magazine ad pages fell 9.9% in September, while pages year-to-date were off 9.2%, according to the latest figures from the Publishers Information Bureau. Ad revenue was down 1.2% in September and 2.5% year-to-date.Losses through September were heaviest in technology, down 25%; retail, down 18%; and media and advertising, down 12%. However, gains were noted in several categories, including toiletries and cosmetics, up 21%; drugs and remedies, up 13%; and transportation, hotels and resorts, up 8%. In September alone media and advertising was up 13% compared with a year earlier, while technology advertising-which remains a major drag on magazine advertising-was down 38%. "Magazines experienced some improvement in September advertising," said Ellen Oppenheim, VP-chief marketing officer of the Magazine Publishers of America. "Like other media, we will be watching the effects of Sept. 11 on advertising for the remainder of the year."Business books continue to take it on the chin. Through September, ad pages for Business Week fell 35%, while ad pages for Fast Company were off 51%. Red Herring saw a 56% drop and Ziff Davis' Smart Business a 48% decline.