Magazines Log Gains in Second-Quarter Ad Revenue and Ad Pages

pib07122010.pngAd revenue and the total number of ad pages in magazines are both up in the second quarter of 2010 — the first time both metrics have shown positive results in more than two years, according to the Publishers Information Bureau, a segment of the Magazine Publishers of America.

Second-quarter ad revenue rose 5.7% year over year to $5.21 billion in the second quarter of 2010, while ad pages ticked up 0.8% to 43,427 over the same period, according to PIB. The last time both ad pages and revenue rose was in the fourth quarter of 2007. For the second quarter of 2010, 130 magazines saw ad pages rise, vs. 15 in the year-ago period. For revenue, 136 glossies experienced rising revenue, up from just 30 a year ago.

For the first half of 2010, ad revenue climbed 1.2% to $9.25 billion, while ad pages dropped 4% to 78,218. The decline in ad pages over the past six months is thanks in part to a brutal 9.4% drop in the first quarter.