Bonnier Leads Ad Growth Among Major Publishers in First Half 2011

January to June 2011 saw mixed results for major publishers’ ad page results. Bonnier’s 29 titles experienced the highest growth out of six major publishers included in a set of data from MagazineRadar; Conde Nast, Hearst, Hearst-owned Hachette, Time Inc. and Meredith Corporation ad pages were also totaled.

Bonnier saw a twelve percent spike in ad page totals, gaining 702 pages from January–June 2010’s 5,921 pages to January–June 2011’s 6,624 ad pages. Hachette’s six titles (now part of Hearst’s portfolio) had a five percent increase in January-June ad pages, up 144 pages from first half 2010’s 3,182 pages to first half 2011’s 3,326 pages.

Meredith Co.’s 18 titles suffered in the first half of 2011, down 12 percent with a loss of 619 ad pages. January-June 2010 had 7,224 ad pages; January-June 2011 ad pages were down to 6,965 pages. Meredith is encouraging a stronger second half with its new guaranteed ROI program for certain advertisers.

Hearst’s 17 titles also fell in the first half of 2011, down 4 percent due to the loss of 260 ad pages from first half 2010. In first half 2010, Hearst titles included 7,224 ad pages. In the same period of 2011, ad pages were down to 6,965 pages.

Conde Nast’s 17 titles and Time Inc.’s 20 magazines remained mainly flat from first half 2010 to first half 2011; Conde is up 2 percent in ad pages, and Time Inc. reports a one percent increase.

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