Magazines in 2000 posted strong overall gains in advertising pages. It was a very good year especially for the tech category, which saw its pages leap 45.3 percent to 35,358 to make it the industry's leading advertising category, after placing third in 1999 to automotive (down 6.0% to 22,934, although the slumping category posted a double-digit gain in December) and apparel (up 9.5 percent to 22,934). Overall magazines saw ad pages grow 10.1 percent to 286,931.7. Yet storm clouds were readily apparent in December's results, in which the average magazine's ad page declined 2 percent. And the Industry Standard, which saw its 2000 ad pages rise 133.1 percent to lead all magazines with 7,440.1 ad pages-outpacing its nearest competitior, Time Inc.'s Fortune, by over 1,000 pages-saw its ad pages in December decline 41%. Earlier this week the Standard announced it would lay off about 7% of its staff.
Copyright January 2001, Crain Communications Inc.