Consumer Magazine Advertising Linage for April-June 2004

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For publishers, the month-by-month data are more encouraging and a raft of launch announcements have surfaced of late, but the macro numbers remain decidedly iffy. (And the sudden burst of pessimism from publicly traded newspaper companies isn't exactly good news for magazines, either.) Categorical bright spots: boating/yachting, in-flight, men's, metropolitan, photography and science all posted double-digit increases in the second quarter. So did business-an encouraging showing, to be sure, but one that comes after three consecutive years of serious losses, and the big players must gain quite a bit of ground to reach previous pinnacles. That the computing category went back into positive territory this quarter-albeit ever so slightly-must be taken as good news as well. Shelter, outdoor/sport, travel and youth-aimed titles posted significant losses, and the warhorse women's- service category slipped slightly as well. Regional business titles remain weak, and newspaper supplements turned in a slow showing just before Time Inc. launched Life into that market. So it goes. The launches are back. The ad pages aren't, at least not quite yet.

Linage is given in paid ad pages. (X) represents the number of times published each year; publications are monthly unless otherwise specified. Sectional linage is prorated to circulation of regional editions. A. Figures do not reflect comparable number of issues. B. Incomplete report, not included in group total and percentage change. C. Figures supplied by Publishers Information Bureau. D. New magazine, comparable results not available; not included in total group and percentage change. E. Current time periods include a special issue. Ad Age makes no attempt to verify figures and is not responsible for inconsistencies or errors.

Complied by Brooke Capps

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