Ad pages for 2009 totaled 169,217.76. The fourth quarter showed that the decline in ad pages was decelerating slightly, as pages fell 21.6% in that period compared with the fourth quarter of 2008.
Business magazines concluded a dismal year. Fortune posted the largest percentage drop in ad pages in the category, with a plunge of 36.0%. BusinessWeek (-33.8%), Fast Company (-30.9%), Forbes (-30.2%), Barron’s (-27.8%) and Harvard Business Review (-26.6%) all posted steeper declines than the average consumer magazine.
Magazines aimed at small businesses performed marginally better. Entrepreneur’s ad pages fell 18.3%, while Inc.’s were off 24.2%.