AD PAGES END YEAR ON MODEST UP NOTE

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Depending on your viewpoint, the magazine industry ended 1993 with either a bang or a whimper.

After two consecutive quarters of declines that dragged the year down, ad pages rose 2.2% in the fourth quarter compared with the same period a year earlier, according to Publishers Information Bureau. As a result, ad pages for the year increased 1.2% over 1992 to 167,917.6.

Still, the year ended on a flat note as pages rose just 0.4% in December to 14,903.1. Ad revenues for the year hit $7.62 billion, up 6.1% over 1992.

"The fourth quarter regained sufficient momentum to preserve 1993 growth, following the soft advertising environment during the second and third quarters," said James Guthrie, exec VP-marketing development at the Magazine Publishers of America.

The industry started the year on solid footing, with pages up 5.7% in the first quarter. But the page count was off by 0.3% in the second quarter and 2.6% in the third quarter, dashing hopes that 1993 would be a solid recovery year.

Mr. Guthrie noted that 1993 marked only the second year since 1980 in which all the top 10 ad categories posted revenue gains. But four of the top 10 showed declines in pages for the year.

Automakers remained the biggest spenders in the medium, but the category's revenues were up just 1.8% to $1.05 billion, while pages dropped 4.4% to 17,314.3.

The strongest growth came from drugs and remedies, with revenues rising 22.9% to $367.4 million and pages up 20.6% to 6,768.2. As expected, cigarettes and tobacco failed to make the top 10 for the first time in years.

Last year's ad page performance marked the second year of gains for the industry after two years of declines. Still, PIB-tracked titles combined have lost nearly 10,000 ad pages since 1989's record 177,000.

Forbes, as expected, wore the PIB ad page crown for the second consecutive year, with pages up 1.3% to 3,814.7. Business Week followed with 3,499.7 pages, down 2.4%.

U.S. News & World Report led the newsweekly category for a second straight year despite an increase of just 0.8% to 2,186.1 pages. Newsweek was second with 2,102 pages, a loss of 0.3%; Time languished in the cellar with 2,031.9 pages, a 2.4% drop.

Woman's Day's pages rose a scant 1% to 1,630.8, enough to vault the magazine to first place in the women's service field. That's because its main rivals saw sharp declines for the year. Good Housekeeping carried 1,589.7 pages, a 9.4% drop, while Family Circle's pages fell 8.9% to 1,569.9.

Rounding out the field, Ladies' Home Journal's 1,402 pages were down 0.7%; Better Homes & Gardens' 1,399.9 were up 0.7%; Redbook saw pages rise 5.1% to 1,310.3; and McCall's was off 5.3% with 1,137.9 pages.M

34

Magazine ad page leaders

Publishers Information Bureau figures for January through December 1993.

Rank MagazinePages % chg Dollars % chg

1 Forbes 3,814.71 1.3 173,785,228 0.2

2 Business Week 3,499.72 -2.4 217,535,056 3.1

3 People 3,074.55 -6.3 367,421,102 -0.2

4 Bride's & Your New Home 2,973.57 -0.9 59,699,098 1.5

5 Fortune 2,793.88 9.5 149,223,076 11.6

6 TV Guide 2,761.88 10.4 322,162,811 16.6

7 The Economist 2,706.00 -1.4 33,569,399 8.6

8 Modern Bride 2,632.99 2.0 50,525,457 8.0

9 Vogue 2,566.38 -0.2 112,129,111 5.1

10 New York Magazine 2,293.36 4.4 43,403,548 9.8

11 The New Yorker 2,254.09 11.7 70,571,613 26.4

12 U.S. News & World Report 2,186.13 0.8 202,113,879 2.7

13 Newsweek 2,102.03 -0.3 260,673,079 0.9

14 Time 2,031.89 -2.4 344,236,879 0.4

15 Sports Illustrated 2,023.53 -8.4 301,961,168 -3.9

16 Entrepreneur 1,903.83 -5.7 27,264,208 2.9

17 Cosmopolitan 1,833.90 -8.1 140,844,084 3.8

18 Glamour 1,718.40 -0.9 101,979,106 0.9

19 American Way 1,711.25 0.3 25,155,968 -0.2

20 Bridal Guide 1,708.60 12.9 17,251,598 10.2

21 Rolling Stone 1,641.37 -1.0 71,520,403 -3.6

22 Woman's Day 1,630.84 1.0 146,335,338 11.8

23 Golf World 1,621.67 -1.9 16,793,771 7.2

24 Good Housekeeping 1,589.71 -9.4 206,943,335 6.8

25 Harper's Bazaar 1,573.47 58.3 57,296,448 94.3

26 Family Circle 1,569.92 -8.9 163,227,608 3.0

27 GQ 1,489.95 -3.1 47,246,198 -1.9

28 Yachting 1,487.95 -4.3 10,303,885 -20.1

29 Muscle & Fitness 1,469.72 2.4 31,413,190 11.8

30 Southern Living 1,469.23 5.2 87,657,111 11.3

31 Texas Monthly 1,427.68 1.6 19,585,525 9.0

32 Ladies' Home Journal 1,402.04 -0.7 127,827,562 9.0

33 Better Homes & Gardens 1,399.85 0.7 188,720,034 0.1

34 Parents 1,398.82 -8.6 68,128,762 -4.7

35 Popular Photography 1,381.77 -0.3 34,010,230 -2.2

36 Elle 1,358.45 -10.2 54,006,107 -2.3

37 Golf Digest 1,343.63 0.9 84,407,215 5.8

38 Redbook 1,310.33 5.1 94,509,790 21.7

39 Skin Diver 1,298.49 -6.6 14,215,118 -5.3

40 Mademoiselle 1,274.96 -1.6 48,692,227 -1.0

41 Vanity Fair 1,247.84 -18.5 57,327,064 -9.4

42 Money 1,227.15 -7.5 94,337,649 -0.6

43 Country Living 1,194.97 8.6 64,936,598 26.1

44 Sunset 1,191.89 -7.8 52,019,500 5.4

45 Travel & Leisure 1,154.97 -4.6 51,171,904 -4.8

46 McCall's 1,137.86 -5.3 102,487,308 9.5

47 Inc. 1,135.99 -4.4 54,526,821 -0.1

48 Car & Driver 1,133.58 -9.9 60,237,476 5.6

49 Entertainment Weekly 1,109.34 1.7 48,795,199 38.4

50 Architectural Digest 1,104.27 -4.4 35,748,694 7.7

51 Gourmet 1,097.56 -1.8 36,319,900 5.0

52 Self 1,084.47 5.4 45,013,215 8.3

53 Golf Magazine 1,076.58 -0.6 48,261,117 6.4

54 Parenting 1,055.61 -10.6 34,818,624 7.1

55 Road & Track 1,040.78 -12.8 40,048,712 0.2

56 W Magazine 1,039.12 -5.7 27,692,795 -4.7

57 Jet 1,023.00 -1.4 20,227,324 8.0

58 Seventeen 1,014.35 7.0 40,069,435 14.3

59 Allure 1,014.06 53.9 22,562,834 85.6

60 Conde Nast Traveler 1,004.38 -1.7 36,729,588 9.2

61 Outside Magazine 980.82 -2.8 26,757,977 10.8

62 Compute 977.64 14.6 9,194,650 19.2

63 Financial World 973.28 -1.3 26,384,294 -0.8

64 Delta Sky 966.86 4.9 31,320,100 10.2

65 Reader's Digest 955.38 1.2 131,338,231 9.1

66 Ebony 941.75 -6.1 39,723,947 1.9

67 Essence 938.78 5.1 31,714,321 12.2

68 Black Enterprise 938.69 -7.8 15,642,417 -4.8

69 Northwest Air World Traveler 922.01 14.4 18,338,282 14.2

70 Bon Appetit 909.02 -12.1 31,071,561 -10.7

71 Details 894.42 31.4 15,159,962 85.4

72 Four Wheeler 878.29 3.3 7,431,655 4.3

73 Esquire 877.84 -12.8 32,606,553 -7.2

74 Ski 877.64 -10.5 20,100,074 -5.6

75 Child 872.27 2.2 23,320,401 31.5

76 USAir Magazine 855.54 2.8 17,028,176 2.1

77 Hemispheres 849.10 -3.7 21,558,486 -2.0

78 New Woman 836.95 10.0 24,307,703 16.1

79 Smithsonian 832.54 2.0 39,922,330 2.8

80 House Beautiful 829.28 5.7 42,776,739 26.5

81 Salt Water Sportsman 828.26 -5.1 6,151,219 4.1

82 Shape Magazine 805.21 3.2 16,953,730 16.6

83 Home 802.96 15.8 29,623,719 45.5

84 Mirabella 797.78 4.5 23,705,259 3.6

85 Home Office Computing 795.47 25.5 13,680,652 40.7

86 Tennis 795.27 3.5 32,433,730 13.3

87 Motor Trend 791.56 -2.7 34,511,695 -0.2

88 Popular Science 791.00 0.2 31,941,486 7.5

89 Automobile Magazine 784.37 -5.8 24,491,501 4.8

90 Kiplinger's Personal Finance 774.60 10.6 24,628,050 17.8

91 Atlantic 772.64 10.6 16,374,692 14.4

92 Skiing 758.00 -15.7 17,484,255 -8.3

93 Bicycling 748.82 -12.1 13,978,221 -8.9

94 Southwest Airlines Spirit 736.26 259.7 6,996,359 243.7

95 Premiere 722.23 1.9 20,314,433 26.0

96 Parade* 715.32 -14.2 410,669,324 -8.6

97 USA Weekend* 711.96 -4.9 182,697,023 6.7

98 Working Mother 709.72 -3.2 24,199,303 14.9

99 Popular Mechanics 698.84 -6.0 31,668,426 5.4

100 Spin 695.93 8.2 11,171,830 22.0

Percent change compares January-December 1993 with 1992. *National Sunday magazine, tracked sepa rately by PIB.

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Top 10 magazine ad categories by revenue

Category 1993 revenue % chg 1993 pages % chg

Automotive* $1,053,197,324 1.80 17,314.3 -4.41

Toiletries & cosmetics $809,871,862 10.35 15,870.8 5.79

Direct response cos. $718,981,925 16.61 20,383.6 7.44

Business & consumer svcs. $618,619,754 20.54 14,483.0 9.14

Apparel** $510,859,176 2.95 14,913.2 -2.36

Food $467,606,642 1.82 6,597.0 -1.22

Travel, hotels & resorts $376,426,865 7.59 11,931.7 2.86

Drugs & remedies $367,358,402 22.93 6,768.2 20.56

Computers & office equip. $365,699,843 3.29 7,041.7 2.39

Retail $220,673,339 16.34 6,210.4 -0.99

Revenue and page figures are from January-December 1993. *Includes accessories and equipment. **In cludes footwear and accessories. Source: Publishers Information Bureau

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