|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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MAGAZINE AD PAGE LEADERS
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%).
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 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.