Magazine ad revenue up 5% in April; ad pages climb 1.4%

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New York—Total magazine rate-card-reported advertising revenue rose 5.1% in April compared with the same month in 2005, according to figures released Monday by the Magazine Publishers of America’s Publishers Information Bureau. Ad pages were up just 1.4% during the same period. Year-to-date, PIB revenue was up 4.5% while ad pages were up 0.7%.

Eight of the 12 major advertising categories posted revenue gains in April, including Retail (up 32%), Drugs & Remedies (20%) and technology (17%). On the downside, automotive ad revenue fell 16% and direct response dropped 2%.

Results were mixed for general business magazines in April. Ad revenue for BusinessWeek plunged 18% while ad pages fell 12%. Fortune was up about 4% in ad revenue but down 1.5% in ad pages, while Forbes was up 1% in revenue but down nearly 4% in ad pages.

—Matthew Schwartz

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