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BtoB

First half brings ad page declines at most general business titles

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New York—Magazine advertising pages overall were up 1.8% through June compared with the same period last year, according to Publishers Information Bureau figures released Monday. Most general business magazines, however, did not share in that modest growth.

With growth of 7.9% for the first half of 2005, Business 2.0 was the only general business publication to post a gain in ad pages, according to PIB. Fortune (-11.3%) and BusinessWeek (-10.1%) posted double-digit ad page declines for the first half. Forbes was down 2.7%.

The Economist (-6.7%) and Barron’s (-8.2%) also suffered declining ad pages, as did the two magazines bought last month by Mansueto Ventures from Gruner + Jahr USA: Fast Company (-11.4%) and Inc. (-5.0%). Two tech-oriented publications, Wired (-7.9%) and PC Magazine (-8.8%) also saw ad pages decline in the first half of 2005.

—Sean Callahan

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