Eating at Home Stimulates Food Advertising, Pushing Some Magazines Up This Year!

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.

Food advertising is credited with lifting December.  Brands like Heinz and Hellmann’s are increasing their ads, trying to raise market share at a time when more people are cooking at home.

 

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