Magazine Ad Pages Fall 7.4% in First Half

NEW YORK Magazine ad-page and revenue declines have worsened as the year has progressed, with the continued economic downturn prompting marketers to cut spending, particularly in the pharmaceutical and cosmetics categories.
In the second quarter of 2008, ad pages sank 8.2 percent, with rate-card-reported revenue down 4.7 percent, per Publishers Information Bureau figures released July 10. In the first quarter, pages were off 6.4 percent with a 1.2 percent decline in ad revenue.
For the first half of ’08, pages declined 7.4 percent, with ad revenue down slightly more than 3 percent.
Drugs and Remedies, magazines’ No. 1 category in terms of dollars spent, declined more than 13 percent in pages in the first half of the year. Toiletries and Cosmetics, the No. 3 category, declined 11 percent. Automotive continues to sink, with pages down nearly 21.5 percent in the first half.
The few areas of growth in the first half included Food and Food Products, magazines’ No. 2 category, with pages up nearly 7 percent; and Retail, which advanced almost 2.5 percent.