Consumer magazine advertising revenue for the month of October increased 3.5 percent compared to October of last year, according to Publishers Information Bureau
figures released today. However, ad pages, often looked to as the more telling metric, dipped 2.1 percent.
Overall, PIB revenue is up 7.2 percent through the first 10 months of the year, while ad pages (up 0.3 percent) are running close to last year’s figures.
Among individual titles of note, In Touch Weekly is up over 41 percent in ad pages (534.67) and nearly 200 percent in PIB revenue, while Martha Stewart Living, which some feel was once left for dead by the advertising community in the wake of its namesake’s legal woes, continues a remarkable ad page comeback, up 17.8 percent through October.
A pair of Time Inc. titles have had less than stellar performances thus far, with Sports Illustrated dipping 18.3 percent in ad pages and 14.7 percent in PIB revenue and Time off 16.1 percent and 11.6 percent in ad pages and PIB revenue, respectively, through October.
Despite the shots fired this week across the newspaper industry and its fleeting readership, PIB-tracked newspaper magazines are largely performing. Of the six national newspaper magazines reporting ratecard figures, only Los Angeles Times Magazine is showing a decline in ad pages (down 6.6 percent); New York Times Magazine is up 8.6 percent in ad pages, 21.7 percent in revenue (to $294.4 million) through the first 10 months of 2005.
Technology Review, the MIT journal that officially relaunched earlier this month
with its Web site as the primary focus, is off roughly 25 percent in ad pages and 28 percent in revenue through October.