Consumer magazines saw ad pages dip another 20.1% in October, for a total decline of 22% through the first 10 months of? 2009, according to the Media Industry Newsletter (MIN). For October, Architectural Digest took the biggest hit, while Interview saw the largest increase in ad pages.
Ad pages were down in every category and at nearly every major title, writes MediaBuyerPlanner:
- 131 of the 155 monthlies tracked by MIN saw ad pages slip in October.
- 111 of them saw ad pages fall more than 10%.
- 76 saw ad pages fall more than 20%.
- 42 saw ad pages slide more than 30%.
- 22 saw ad pages plunge more than 40%.
The titles that took biggest hits:
- Architectural Digest (down 49.4%)
- Veranda (-47.4%)
- W (-45.5%)
- Town & Country (-45.2%)
- Conde Nast Traveler (-45.1%)
- Dwell (-45%), Wired (-43.2%)
- Gourmet (-42.7%)
- Ebony (-40.1%)
- National Geographic Traveler (-45.2%)
The magazines seeing the most improvement:
- Interview (up 49.3%)
- People StyleWatch (+23.7%)
- Texas Monthly (+21.9%)
- All You (+20.5%)
- Southern Living (+12.4%)
- Family Circle (+13.9%)
- Fitness (+11.7%)
- Flex (+8.8%)
- Saveur (+8.3%)
- Muscle & Fitness (+6.9%)
October pulled the year-to-date average up slightly, from 23.6% year-to-date through September to 22% year-to-date through October.