New York—Magazine rate card-reported advertising revenue totaled $17.9 billion through the third quarter, up 5.6% compared with the same period last year, according to the Magazine Publishers of America’s Publishers Information Bureau. Ad pages fell 1% through the first three quarters of this year. Revenue for the third quarter increased 4.2% to $6 billion, while ad pages dropped 2.3%. Through the third quarter, nine of the 12 ad categories tracked by the MPA showed increases in spending, including retail (up 13.2%), toiletries and cosmetics (up 10.9%) and media and advertising (up 10.4%). Technology spending was down 8.5%.