New York—It was a mixed bag for magazine advertising in October, as the Magazine Publishers of America reported that total rate card-reported ad revenue increased 3.5% from a year earlier to $2.4 billion, while ad pages dropped 2.1%. Year-to-date ad revenue rose 7.2%, and ad pages were up a third of a percentage point, according to Publishers Information Bureau figures. Five major advertising categories increased their revenue and pages compared with October 2004, including Retail; Food & Food Products; Financial, Insurance & Real Estate; Drugs & Remedies; and Toiletries & Cosmetics. General business titles fared pretty well in October adwise, with the exception of BusinessWeek, whose ad revenues fell 14%. Forbes’ ad revenue was up 46%, The Economist’s rose 7.7% and Fortune’s climbed 6.1%.