Auto ads rebounded after a flat October to jump 25% in pages for the month while cigarette advertising remained surprisingly potent, up 70.9%.
On the flip side, the abysmal showing by cosmetics advertisers in November-down a crushing 10.8%-means many of the fashion/beauty books in the women's field are not sharing in the bounty of the rest of the consumer magazine industry.
Cosmopolitan pages fell 12.1% in November and for the first time this year the title is tracking negative, down 1% year to date. "We'll finish about even with last year and we're praying for a good year in 1995," said Publisher Tony Hoyt. Despite the lackluster performance, he's still in better standing than his principal rivals at Conde Nast: Glamour saw ad pages tumble 23.6% for the month while Mademoiselle dropped 19.2%.
The red hot travel/resorts category jumped 14.5% in November and that helped pump up the monthly ad count for titles ranging from Conde Nast Traveler to the airline books American Way, Hemispheres and Southwest Airlines Spirit. The only one stalled in the high flying group was National Geographic Traveler, where ad pages tumbled 14.7% in November.
Among the top 10 titles, Vogue is still recovering from an earlier ad page tally off as much as 9% from a year ago. The 2.2% slippage this November means the book is likely to finish the year behind its '93 tally.
Sports Illustrated, in the midst of its 40th anniversary celebration, remains one of the marketing success stories of the year. Despite players' strikes in Major League Baseball and the National Hockey League, the title is up 17.8% year to date buoyed by a phenomenal 52% gain in November. Associate Publisher John Jay estimates "30% of our revenue this year is coming from idea-driven accounts"-ranging from tie-ins to SI TV specials to in-store retail displays.
Overall, the consumer magazines ad page surge "marks the strongest increase for this eleven-month period in a decade," said James R. Guthrie, exec VP-marketing of the Magazine Publishers of America.