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Tech ad pages drop 6% from 3Q 1998

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Eugene, Ore.--Technology ad pages fell to 60,403 pages in the third quarter, a decline of 6% from the year-earlier period, according to Adscope, which tracks advertising pages and revenue in technology, general interest and business publications. Adscope's data indicated that revenue increased to $729.7 million in the third quarter, a modest rise of 2% over the year-earlier period. Adscope's spending figures, however, are estimates and do not account for publications offering prices well below the rate card, a practice that industry observers say is common. Especially hard hit in the third quarter were Ziff-Davis, who reported 5,396 pages, a 27% decline from the year-earlier period, and the newly formed combination of Miller Freeman and CMP Media, whose pages were 6,562, a 23% falloff from the year-earlier period. Strong gainers for the third quarter included Imagine Media's Business 2.0 and International Data Group's Industry Standard. Both those Internet-oriented publications posted triple-digit gains in advertising pages.
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