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Average Increase Over Last Year Was 1.8%; but 'Star' Posts 26.3% Increase

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NEW YORK ( -- Magazines made slim gains in ad pages for the first half of the year, rising 1.8%, to 114,345.6, compared with the same period last year, according to the Publishers Information Bureau.
Not all the news is bad. 'Star' magazine from American Media led the celebrity genre with an ad page increase of 26.3%.
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January - June, 2005

Ad pages rose in nine of 12 major categories tracked by the bureau, led by financial, insurance and real estate advertising, which rose 15.5%, and closely followed by food and food products ad pages, up 13.7%. Those gains were undercut, however, by slipping technology advertising, which fell 16.2%, and declines in ad pages for drugs and remedies (-4.9%) and home furnishings and supplies (-3.5%).

Strongest gains
Among the titles posting the strongest gains from January through June, Bauer Publishing's teen title, M, saw ad pages increase 51.6% to 55.3.

In one hotly contested competitive set, ElleGirl posted an impressive gain of 37%, to 327.6 pages. Teen Vogue saw smaller percentage gains, 29.9%, but held on to a higher page count, at 332.93. Teen People saw pages fall 7.8% to 383.2. Cosmogirl gained 1.5% to reach 349.7 pages.

Jack Kliger, president-CEO at Hachette Filipacchi Media U.S., said, "We expect Hachette's overall paging to be up 2% to 3% for the year, driven primarily by strong performances from Elle, Premiere and Woman's Day."

'Star' magazine
Star magazine from American Media led the celebrity-glossy pack in percentage gains, increasing 26.3% to 434.9. Bauer's In Touch Weekly racked up a 24.6% gain for a total of 296 ad pages. Ad pages at Wenner Media’s Us Weekly rose 16.2%, to 908.7, while pages at Time Inc.’s People grew 10%, to 1,870.3.

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