Through July, the 249 magazines audited by the bureau posted an average ad page loss of 11.7%; through June that figure was 11%, but in May it was 9.4%. Heading downward was Time Inc.'s stalwart In Style, which showed growth in the early part of the year but has now fallen for the first time with a 0.8% decline.
Of the top four advertising categories -- in order, automotive, direct response, travel and sporting goods -- the latter two eked out low single-digit gains of 2.5% and 1.5%, respectively. But last year's high-flyer and top category -- computers, software and Internet -- fell to fifth place, with ad apges off 43.7%.
All of the three newsweeklies were down in the 20% range.
Last year's ad page leader, Industry Standard is No. 21 in the overall ad page derby this year, with pages off 75.3%. -- Jon Fine
Copyright August 2001, Crain Communications Inc.