Magazine ad revenue, pages continue to fall

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New York--Total magazine advertising pages through April fell 13% compared with the same period last year, according to figures released today from the Publishers Information Bureau. Ad revenue through April, meanwhile, decreased 5% compared with 2001. However, the returns for April alone were slightly better, with ad pages down 10% and ad revenue up 11% from March.

Heavy ad losses came from the usual suspects: technology (down 24% in ad spending); the financial, insurance and real estate sectors (down 22%); and transportation, hotels and resorts (down 18%).

Business titles continue to bear the brunt of the ad downturn. Through April, ad pages were down 27% for Business Week, 23% for Fortune and 40% for Forbes. Among business titles, Red Herring had the worst showing, with ad pages down 77%.

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