Consumer magazine ad pages down 8.2% in 2012
New York—Consumer ad pages fell 8.2% to 154,838 in 2012 compared with 2011, according to Publishers Information Bureau figures released by the MPA. In addition, ad pages dropped 7.3%, to 44,355, in the fourth quarter compared with the year-earlier period.
Two consumer business publications saw modest ad-page gains in 2012: Fast Company's ad pages increased 4.8% compared with 2011, while Forbes' climbed 3.5%.
The Economist was the biggest decliner among business publications, with pages falling 12.2% last year compared with 2011. Other business publications losing ad pages included Inc. (-11.9%), Harvard Business Review (-9.2%), Entrepreneur (-7.7%), Wired (-5.6%), Barron's (-4.9%), Fortune (-4%) and Bloomberg Businessweek (-3%).
Only two business publications posted ad page gains in the fourth quarter compared with the year-earlier period: Barron's (0.3%) and Entrepreneur (1.6%).
Harvard Business Review saw the biggest decline among consumer business titles for the fourth quarter, with a drop of 25.8%. Other business publications also saw dropoffs in ad pages: Inc. (-25.7%), The Economist (-24.4%), Fast Company (-11.9%), Forbes (-9.7%), Fortune (-7.8%), Bloomberg Businessweek (-7.7%) and Wired (-1.6%).