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NEW YORK With advertisers placing fewer pages in print, the proportion of pages devoted to advertising declined in most magazines in 2008. New data from Hall’s Reports, a leading provider of magazine content analysis, offer another indication of magazines’ slipping fortunes.
The findings dovetail with new research from the Publishers Information Bureau showing that for 2008, rate-card reported ad revenue and pages declined 7.8 and 11.7 percent, respectively.
The percentage of ad pages in magazines has ranged between 45 and 51 percent over the past 10 years, according to Magazine Publishers of America.
The magazines showing the biggest dips in ’08 included ones that were already marked as struggling and, in some cases, ended up folding.
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