The beleaguered technology category was the only one of the 12 major ad categories tracked that registered a revenue decline in July compared with a year earlier, down 14.1% to $78 million.
Major business titles Barron's, BusinessWeek, The Economist, Fast Company, Forbes, Fortune, Fortune Small Business and Red Herringâwhich all had double-digit year-to-date declines in ad revenueâmay have begun to climb out of the slump if July revenue numbers are any indication. Half of those publications registered gains (BusinessWeek, up 5.6%; Fast Company, up 11.8%; and Forbes, up 18.3%), while the other three registered more modest revenue declines.
Another positive sign of a possible turnaround is that total magazine ad revenue has increased steadily in recent months. While April numbers reflected a 2.5% decrease, May came in with a 2.4% increase and June registered a 6.1% gain.