Magazine Revenue: Outlook Still Cloudy but There Are Silver Linings

Silver Linings

Magazine ad pages in November 2009 sank 19% compared with the same month last year, continuing its downward spiral.  The figures were released by the Media Industry Newsletter (min), which does not foresee an immediate recovery.

Year-to-date, magazine ad pages are down 21.6%, according to min and the Publishers Information Bureau reports that total ad pages for consumer magazines were down 27% for Q3 compared to the third quarter last year.  For the first half, ad pages were down 28%.

Also, MediaFinder.com recently reported that the US and Canada have seen 383 magazines fold in the first nine months of 2009, not including the recent closings of GOURMET and COOKIE.

But there are silver linings: 22 titles are earning more ad revenue than they were last year, per businessinsider.com.

FINE COOKING – Up 66%
PWOPLW STYLE WATCH – Up 32%
THE WEEK – Up 30%
TWIST – Up – 22%
FAMILY CIRCLE – Up 22%
SAVEUR – Up 19%
FITNESS – Up 17.5%
OK WEEKLY- Up- 17.5%
ORGANIC GARDENING – Up 17.4%
FLEX – Up 15.4%
SCHOLASTIC PARENT & CHILD – Up 14.5%
MUSCLE & FITNESS – Up 13.2%
MORE – Up 13%
WOMEN’S HEALTH – Up 9%
ENDLESS VACATION – Up 6%
WOMAN’S WORLD – Up 5%
FAMILY FUN – Up 4.3%
EXECUTIVE TRAVEL SKY GUIDE – Up 4%
LADIES’ HOME JOURNAL – Up 3%
SOAP OPERA DIGEST – Up 3%
BETTER HOMES AND GARDENS – Up 2%

Actually, SPRY was listed at the top having increased a whopping 550%, but since it is a newspaper insert, its distribution – and therefore its ad revenue – will increase simply by increasing newspaper insertions.  Still, with newspapers folding right and left, any kind of increase is laudable.

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