Consumer magazine advertising linage for Jan.-March 2002

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The first quarter of '02 showed plenty of across-the-board drops in ad pages. Continued weakness in the computer category (down 35.6%, the biggest decline) was expected; the steep falloff in home and fashion titles, thanks to the drop in luxury ads suffered post Sept. 11, wasn't. Strangely, strength showed across a wide range of men's titles. The two Ad Age categories that posted any increases at all were the general men's sector (up 1%) thanks to substantial leaps by next-gen laddie titles FHM and Stuff, and the youth category, which saw its pages swell 11.3% thanks to continued gains by the category's top dog, Time4Media's teen-male-targeted Transworld Skateboarding. Then again, the guy-heavy science/technology portfolio nearly matched the computer category in a race to the bottom, clocking in with a 28.5% falloff.
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