Consumer magazine advertising linage for third quarter 2003

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The third quarter of 2003 had some small pockets of growth for certain consumer magazine categories, but most categories were down in ad pages for the quarter. Despite that, certain groups of titles, such as the women's category, were down for the quarter but still ahead in year-to-date pages. The parenting category was particularly robust, with an 18.8% growth in pages for the quarter and ahead 13.6% for the year. The weekly and bi-weekly category was up slightly, 1.7%, for the quarter and up 2.6% year to date. Similarly the newspaper Sunday magazines racked a 2.6% increase for the quarter and a 4.3% increase year to date. That could indicate that marketers deciding to advertise again took advantage of the convenience of the quick turnaround those titles can accommodate. The travel category, while maintaining 10.2% year-to-date growth, was off 8% for the quarter; in-flight magazines also fared poorly, down 2.2% for the quarter. Regional metropolitan titles were up both for the quarter and year to date. National business magazines continued to suffer, off 7% year to date.

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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