For Magazines, Ad Pages in June are U-G-L-Y

What You Should Have Read, May 19, 2008

Published on .

Analysis of the Monthlies' Ad Pages--First-Half-2008: June Is -11.13% U-G-L-Y.

MIN's exclusive look at the feared advertising-page collapse finds that it strikes hard in June. This follows a weak economic 2007 and an even weaker early 2008 with a cumulative monthly differential not seen since the "upscale recession" in 1991 (after the first Bush Administration's brief "luxury tax") and in the fourth-quarter-2001/first-half-2002 aftermath to the Sept. 11, 2001, attacks. A bad omen for the women's-fashion magazines as the critical September "Fall Fashion previews" near, and for nearly all in the fourth quarter with its emphasis on holiday-season advertising. Even worse, the analysis suggests a "delayed effect," with cumulative ad pages up each quarter last year even after the economy went south.
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