Ad pages fall nearly 2% in first half

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Consumer magazine ad pages fell 1.9% in the first half to 101,959.81, a result that surprised few industry observers.

Although June showed some signs of life, with a 1.3% gain in pages to 17,134.09, that was not enough to offset a soft first quarter and a flat second quarter..

One of the most hotly contested categories was fashion, where Elle had earlier been boasting that it had bested archrival Vogue by two pages in the month of June. Yet when the official monthly results were released, Vogue was on top for the month by the razor-thin margin of .86. It had 107 pages for the month, down 17.2%. Elle recorded 106.14, up 16.4%.

In the Seven Sisters women's service category, Better Homes & Gardens has reached the halfway point as the category leader, with 908.06 ad pages, up 14.3%..

Among newsmagazines, Newsweek is out front through the first six months with 1,170 ad pages (up 12.2%), while last year's crown wearer in the category, Time, slipped to second place with 1,088.58 pages, up 1%. U.S. News & World Report was flat with 953.07 ad pages..

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