Despite The Atlantic’s good news earlier, most of the magazine world is feeling down lately. According to min, ad sales dropped 6.8 percent during the fourth quarter. The downturn hurts because a lot of publishing executives expected things to pick up after ad sales ended in the black last year.
The reasons for the decline are obvious. The economy is tanking, so companies simply aren’t buying as many ads as they had in the past. And while Robin Steinberg, a media buyer at MediaVest, tried to sound optimistic about magazines — the drop “is primarily focused on economic challenges, not necessarily the effectiveness of the platform” — it’s yet another sign that people don’t value print anymore.
But thanks for trying Robin. We appreciate it.