After a mainly flat first half for ad pages in 2011, big publishers are seeing ad page numbers fall in the third quarter. According to data from MagazineRadar, Meredith Corp.’s magazine portfolio saw the biggest fall out of the big consumer publishers, down 11 percent in Q3.
Ad page losses occurred across the board, with Hearst, Conde Nast, Bonnier and Time Inc. all seeing lowered page counts. Bonnier was up 19 percent in ad pages during the first quarter of 2011; during the third quarter, the publisher dropped six percent in ad page totals. Time Inc. fell seven percent, and Conde Nast was down three percent in ad pages. Hearst ad totals remained almost flat, dropping only two percent.
When totaling the first three quarters of 2011, Bonnier leads the ad page gains with a six percent increase from the same period in 2010. Conde Nast’s ad counts were flat, and Time Inc.’s total ad page counts dropped only one percent. Hearst’s decrease was also minimal, down 3 percent from 2010’s first three quarters. Meredith fell the hardest in this category as well, down 11 percent in ad page totals from the first three quarters of 2010 to the same period in 2011.