While the magazine industry continues to fight for every page it can this year, the second quarter of the year found the industry winning the battle. Only two consumer magazine advertising linage categories measured by Advertising Age showed a decline for year-to-date figures for the second quarter: Boating & Yachting, off 4.2%, and Business/National, down 5.8%. The travel category gained the most, up 20.8%. However, Hachette Filipacchi shuttered Travel Holiday with its June issue, knocking a player out of the fray. Other categories with double-digit gains include Science/Technology, led by Hearst Magazines' Popular Mechanics; Parenthood titles were up 11.2%, with strong showings from Gruner & Jahr USA Publishing's Parents and Time Inc.'s newly mom-focused Parenting. The Women's/Fashion/Service category was bolstered by Conde Nast Publications' bridal titles Bride's and Modern Bride and fashionista bibles Time Inc.'s In Style and Conde Nast's Vogue. The 10% uptick for the second quarter was enough to nudge the computer titles up with a 1.1% gain for year-to-date figures.
Linage is given in paid ad pages. (X) represents the number of times published each year; publications are monthly unless otherwise specified. Sectional linage is prorated to circulation of regional editions. A. Figures do not reflect comparable number of issues. B. Incomplete report, not included in group total and percentage change. C. Figures suppled by Publishers Information Bureau. D. New magazine, comparable results not available; not included in total group and percentage change. E. Current time periods include a special issue. Ad Age makes no attempt to verify figures and is not responsible for inconsistencies or errors.
-Compiled by Brooke Capps