“High-impact” ad pages saw a mixed usage among MPA-member magazines in the first quarter of 2011, according to data gathered by Mag Radar.
The number of gatefold ads jumped up fifty percent, largely due to recovery in the automotive category. There were 654 gatefold pages in the first quarter, with the Cadillac CTS accounting for 63 of them.
According to the Publisher’s Information Bureau, automotive advertising pages increased 26 percent, jumping from 1,692.94 pages to 2,134.88 pages.
Scented ads also increased from 2010’s first quarter, rising seven percent in first quarter 2011.
Heavy stock ads, which were up 19 percent in 2010 vs. 2009, fell five percent from first quarter 2010 to first quarter 2011.
Four-page ads (of any kind of advertisement) were also down, dropping four percent from first quarter 2010 to first quarter 2011. In 2010, four page or more ads were up seven percent.