Weekly and bi-weekly magazines proved to be more agile in the first half of 2011 than their monthly counterparts, posting a 1.3 percent gain in ad pages, according to MagazineRadar. Monthly magazines’ ad pages only increased .3 percent during the same period.
The 187 MPA member montly magazines totaled added 167 ad pages, growing slightly from 61,527 pages in first half 2010 to 61,694 pages in first half 2011. Weekly and bi-weekly publications increased 224 pages, from 17,940 ad pages in the January to June period of 2010 to 18,164 pages in the same six months in 2011.
Only 32 publications are included in this final weekly/bi-weekly number.
Overall, consumer ad pages remained flat in the first half of 2011, only increasing about one percent from first half 2010.