The final ad page numbers for 2009 have yet to come in, but preliminary stats show some magazines with more ad pages this year than in 2008 – and some with definite upticks in the month of December.
Magazines from Des Moines, IA-based Meredith fared the best: FAMILY CIRCLE increased pages 12% for the year, FITNESS 9%, LADIES’ HOME JOURNAL 3%, and BETTER HOMES AND GARDENS and MORE 2%. In December BETTER HOMES AND GARDENS ad pages were up 42% and LADIES’ HOME JOURNAL increased 29%. But everything has not been rosy: PARENTS and TRADITIONAL HOME both fell in 2009, by 10% and 7%, respectively.
Other publishers struggled: Time Inc laid off an estimated 400 to 500 people and closed FORTUNE SMALL BUSINESS.
But INSTYLE ad pages were up 5% for the December issue versus a year ago; it was also one of the only fashion magazines with a bump in the prominent September issue. For the year, pages were down about 17% from a year ago.
PEOPLE STYLE WATCH saw its ad pages in December 30% while full-year pages were up 23%. REAL SIMPLE, SOUTHERN LIVING, and COOKING LIGHT all had December ad-page increases (33%, 34%, and 27%, respectively.)
Six Hearst magazines had ad-page increases in December, nytimes.com was told: GOOD HOUSEKEEPING, HOUSE BEAUTIFUL, MARIE CLAIRE, COUNTRY LIVING, COSMOPOLITAN and O, THE OPRAH MAGAZINE.