New York—Total rate card-reported magazine ad revenue rose 6.1% last year to $25.5 billion, according to figures released last week by the Publishers Information Bureau. Ad pages fell 0.6% for the year. Nine of the 12 ad categories tracked by PIB posted revenue gains, including food and food products (up 17%); toiletries and cosmetics (up 11.9%); media and advertising (up 11.1%) and retail (up 10.3%). Ad categories that posted revenue declines included technology (down 9%); home furnishings and supplies (down 8.2%) and automotive (down 2.1%). It was a mixed bag for business publications. Ad revenue for BusinessWeek
fell 12.9%, while ad pages fell 18.2%. Forbes’
ad revenue was up 7.9%, while ad pages slid 4.8%. Ad revenue for Fortune
was down 10.5%, and ad pages declined 17.3%. The Economist’s
ad revenue rose 24%, with ad pages up 8.5%. Ad revenue for Fast Company
was up 26.3%, and ad pages rose 20.6%.