Consumer magazine advertising linage for Jul.-Sept. 2002

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In the third quarter of '02, ad-page declines lessened in key magazine categories. Some key indicators turned positive, with car books turning in a slight increase for the third quarter (though still in negative territory for the year); the women's/fashion category showed more strength last quarter but has yet to turn positive for the year. It's a sign of how bad business books have been hit when a 5.6% quarterly decline seems like good news-that category remains down over 19% for the year. Turnaround award goes to the science/tech category-which does not include computing titles-which rose 17.3% for the quarter, though it remains slightly down for the first nine months of the year. The big losers-unsurprisingly-were in the in-flight and computer categories, both of which posted ad page losses in the high teens and remain down more than 20% for the full-year, as the disappearance of the dot-com world and both the effect of the recession and Sept. 11 keep airlines reeling and dealing with heavy revenue losses. Consumer travel titles, interestingly, showed signs of stabilizing, down 4.7% for the quarter-less than half of their year-to-date decline.
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