Magazine ad revenue up 5.7% in February; ad pages essentially flat

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New York—Magazine rate card-reported advertising revenue totaled $1.70 billion in February, up 5.7% from a year earlier, according to the Publishers Information Bureau. Ad pages were up 0.3%.

It was a mixed bag among the 12 advertising categories tracked by PIB. Among the decliners were home furnishings and supplies (down 15%); financial, insurance and real estate (down 12.3%); and technology (down 7.5%). Among the gainers were drugs and remedies (up 10.8%); retail (up 8.1%) and media and advertising (up 5.9%).

The results for business magazine were mixed, too. Ad revenue for BusinessWeek rose 16.5%, while ad pages grew 12%. The Economist saw a 26.6% boost in ad revenue and an 11% increase in ad pages. Forbes’ ad pages fell 9.1%, with ads pages declining 16.2%. Fortune’s ad revenue fell 14%, while ad pages slid 22.5%.

—Matthew Schwartz

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