Magazine ad revenue up slightly in 2006, ad pages essentially flat

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New York—Magazine rate card-reported advertising revenue for 2006 totaled $24 billion, up 3.8% from 2005, according to the Publishers Information Bureau. Ad pages were down 0.1%.

Among the major ad categories tracked by PIB, there were more losses than gains in 2006. Among the decliners were automotive (down 13.8%); home furnishings and supplies (down 3.4%); financial, insurance and real estate (down 1.5%); and media and advertising (down 1.1%).

Among the gainers were drugs and remedies (up 13.3%) and retail (up 9.9%).

It was a mixed bag for the main business titles. The Economist led the pack, with ad revenue up 16.7% and ad pages up 1.1%. Ad revenue for BusinessWeek fell 6.6%, and ad pages dropped 0.6%. Forbes’ ad revenue rose 5.6%, while ad pages fell 0.9%. Ad revenue for Fortune was down 3.8%, while ad pages fell 6.4%.

—Matthew Schwartz

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