MAGAZINE AD PAGE SURGE HITS 5.1% THROUGH JULY

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Magazine ad pages rose in July for the eighth consecutive month, continuing a record year for the industry.

Ad pages hit 14,426 for the month, a 5% increase from the same period last year, according to Publishers Information Bureau.

Year-to-date, pages rose 5.1% to 124,032. Reported ad revenue rose 12.5% in July to $789.5 million, and 12.3% in the first seven months to $6.77 billion.

`BUOYANT' ADVERTISING

"Advertising has been buoyant and strong generally, and we're benefiting from that," said Magazine Publishers of America President Donald Kummerfeld. "It's widespread across a number of major categories; there isn't any one category that stands out."

Revenue and page figures are "indicators that the momentum of the first half is continuing into the third quarter," said Christine Miller, MPA exec VP-marketing.

Nine of the top 10 ad categories showed revenue increases year-to-date, including automotive ($1.02 billion, up 16.6%); toiletries and cosmetics ($622.8 million, up 19.1%); drugs and remedies ($481.2 million, up 33.3%); and apparel and footwear ($353.5 million, up 17.7%).

FOOD CATEGORY LAGS

The only top 10 category to see revenue decline through July was food, down 0.1% to $374.8 million.

PC Magazine led all titles in ad pages through July with 3,366.5, an increase of 3.1% over the same period last year. It was followed by Forbes, Business Week, People, TV Guide and Fortune.

"As long as the economy continues to do well and advertising continues to do well, I think we'll continue to get our share," Mr. Kummerfeld said.

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