Consumer Magazine Advertising Linage for January-March 2003

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The big winner among categories for the first quarter of `03 is travel, which bounced back with a 29.6% increase from a post-Sept. 11 falloff in early `02. Concerns over the Iraq war did not prove enough to hold back that category's upward moves-though the upward trends weren't enough to spare Hachette Filipacchi Media U.S.'s Travel Holiday, which shut down this spring. Individual titles show signs of breaking from the trends of the last 20-something months, and while computer titles remain down 8.1%, the national business category eked out a 1.0% gain. Strong too: the men's and women's categories, spurred largely by continued strength at fitness titles ranging from American Media's Shape to Rodale's Men's Health, but also among more traditional players like Hearst Magazines' Esquire and Meredith Corp.'s Ladies' Home Journal. The trend lines are looking better than they have for a long time, but the true test will come when magazines are compared to less-depressed periods from last year.

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 suppled 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. Compiled by Elizabeth Sturdivant.

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