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MPA: Magazine ad revenue up 4% in November, but ad pages continue to fall

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New York—Total magazine rate card-reported ad revenue increased 4.4% last month, compared with November 2004, to $2.4 billion, while ad pages fell 1%, according to a report released Wednesday by the Magazine Publishers of America. Year to date, revenue was up 7%, while ad pages rose barely half a percent, according to the MPA’s Publishers Information Bureau. Seven major ad categories increased their revenue and ad pages compared with November 2004, with double-digit gains for Drugs & Remedies and Retail. Other gainers included Media & Advertising, Direct Response and Financial, Insurance & Real Estate. Automotive advertising was down 22% in November, while technology advertising fell 5%. The general business magazines fared poorly in November, particularly compared with October, in which most business books had decent ad revenue gains. Ad revenue for BusinessWeek was down 11% in November and ad pages off 13%; ad revenue for Forbes was down 25%, while ad pages fell 33%. Fortune’s ad revenue was down 17%, with ad pages off 20%. The one bright spot was The Economist, with ad revenue up 22% in November and ad pages climbing 10%.
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