Magazine ad revenue up 4% in November, but ad pages continue to fall

Published on .

Most Popular
New York—Total magazine rate card-reported ad revenue increased 4.4% last month, compared with November 2004, to $2.4 billion, while ad pages fell 1%, according to a report released Wednesday by the Magazine Publishers of America.

Year to date, revenue was up 7%, while ad pages rose barely half a percent, according to the MPA’s Publishers Information Bureau.

Seven major ad categories increased their revenue and ad pages compared with November 2004, with double-digit gains for Drugs & Remedies and Retail. Other gainers included Apparel & Accessories; Direct Response; Financial, Insurance & Real Estate; Media & Advertising; and Public Transportation, Hotels & Resorts. Automotive advertising was down 22% in November, while technology advertising fell 5%.

The general business magazines fared poorly in November, particularly compared with October, in which most business books had decent ad revenue gains. Ad revenue for BusinessWeek was down 11% in November and ad pages off 13%; ad revenue for Forbes was down 25%, while ad pages fell 33%. Fortune’s ad revenue was down 17%, with ad pages off 20%. The one bright spot was The Economist, with ad revenue up 22% in November and ad pages climbing 10%.

—Matthew Schwartz

In this article: