Consumer magazine ad pages decrease 3.1% in 2011, 8.0% in fourth quarter
By Sean Callahan
New York—Consumer magazine ad pages fell 3.1% to 164,225 in 2011 compared with 2010, according to Publishers Information Bureau figures released by MPA. The drop off in ad pages accelerated in the fourth quarter of last year, with pages declining 8.0% to 47,874 for the period.
“The magazine industry posted positive 2011 Q1 and Q2 advertising performances in pages and revenue, but a weakened economy in the second half of the year offset those gains as advertisers grew more skittish from diminished consumer spending, wild stock market swings and zero job growth,” said Nina Link, the MPA's president-CEO, in a statement.
Nonetheless, some business publications enjoyed strong growth in ad pages in 2011 led by Bloomberg Businessweek, which posted 19.0% growth in ad pages for the year compared with 2010. Harvard Business Review (16.5%), Wired (8.9%), Barron's (6.8%) and Fast Company (5.8%) were also positive for the year.
Inc. was the biggest decliner among consumer business publications for the full year, with pages falling 9.5%. Other business publications losing pages in 2011 were Forbes (-3.9%), Entrepreneur (-3.8%), The Economist (-2.9%) and Fortune (-0.9%).
Only three business publications posted ad page gains in the fourth quarter last year compared with the same period in 2010: Harvard Business Review was up 13.7%. Bloomberg Businessweek (12.5%) and Barron's (6.2%) were also up in ad pages for the quarter.
Entrepreneur saw the biggest decline among consumer business titles for the fourth quarter, with a drop of 23.2%. Other business publications also saw dropoffs in ad pages: Inc. (-21.4%), The Economist (-9.0%), Fast Company (-6.9%), Fortune (-5.0%), Forbes (-4.7%) and Wired (-2.7%).