New York—After increasing 5% in April, total magazine rate card-reported advertising revenue increased just 0.9% in May compared with the same month in 2005, according to figures released Tuesday by the Magazine Publishers of America’s Publishers Information Bureau. Ad pages were down 2.3%.
Year-to-date, revenue rose 3.6% while ad pages were flat. Half of the 12 major advertising categories posted both revenue and page increases in May. Those with page increases included direct response companies (up 12%), drugs & remedies (9%) and toiletries & cosmetics (6%). On the down side, automotive ad revenue fell 30%, and technology ad revenue dropped 10%. Results were mixed for the general business magazines. Ad revenue for BusinessWeek fell 13% while ad pages were down 8%. Forbes was up 5% in revenue, while ad pages were down 0.2%. Fortune’s ad revenue was up nearly 11% and ad pages increased 6%.