Down Is the New Flat for Magazines

Ad Pages Slip 0.5% in First Half '07

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NEW YORK (AdAge.com) -- Magazine ad pages came in flat for the first half of 2007, according to a report from the Publishers Information Bureau today. To be more precise, pages slipped
Magazine ad pages slipped 0.5% compared to the first half of 2006.
Magazine ad pages slipped 0.5% compared to the first half of 2006.
0.5% compared to the first half of 2006, but if flat is the new up, a decline smaller than 1% can certainly be called the new flat.

Ad pages grew 1% during the first quarter and declined 1.9% in the second quarter, according to the bureau.

Happy publishers
Some of the titles with happy publishers include Real Simple, up 20.6% across the first six months of the year; Star, up 28.2%; In Touch Weekly, up 30.8%, Men's Fitness, up 23.5%; Men's Journal, up 22.5%; and Spin, up 26.3%.

Pages fell, on the other hand, at magazines including The Advocate, down by 41.9%; Business 2.0, down 34.1%; Money, down 25.7%; Parenting, down 21.6%; PC Magazine, down 33.4%; and both Ski and Skiing magazines, down about 29% from the first half of 2006.

On the marketers' side of the equation, four of the 12 major ad categories tracked by PIB bought more ad pages in first-half 2007 than the equivalent period last year. Drugs and remedies grew the most, consuming 11% more ad pages. Home furnishings and supplies provided the biggest contraction, reducing ad-page buys 14.6%. The biggest category by page count, apparel and accessories, declined 2.4%. Toiletries and cosmetics came in flat.
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