New York—Total magazine rate card-reported ad revenue increased 9.7% year-over-year in December to $2.2 billion and ad pages rose 3.4%, according to a report by the Magazine Publishers of America. For the full year, revenue rose 7.2% to $23 billion, while ad pages gained just a half percent, according to the MPA’s Publishers Information Bureau. Ten major ad categories saw increased revenue and ad pages in December, with double-digit increases in drugs & remedies (25%) and media & advertising (15%). Technology advertising, which has been generally sluggish the last two years, was up 7%. General business magazines continued to struggle adwise. For the full year, ad revenue for BusinessWeek
was down 9%, while pages fell nearly 13%. Ad revenue for Forbes
was down a third of a percent, while ad pages decreased nearly 3%. Ad revenue for Fortune
fell 4%, and pages were down about 10%. The Economist
continued to buck the downward ad revenue trend among business books. Its revenue for 2005 was up 11%, while pages were down 2%.