Canadian magazine ad pages down 3.7% in 2nd quarter

Ad pages in Canadian magazines are down 3.7% in the second quarter of 2008, according to data compiled by Leading National Advertisers and published by Masthead. This is on top of a 2% drop in the first quarter. Only 31 of 81 magazines tracked showed gains in Q2.

Biggest gainers for the quarter (in terms of ROP pages, which LNA counts) included

• More (205.7%)
• Glow (+144.1%)
  
• MoneySense (+54%)
• Canadian Business (+40%)
• Cottage Life (35.4%)
• Outdoor Canada (+34.5%)
• enRoute (+19.9%)
• Elle Canada (+19.1%)
• Canadian Geographic (+16.3%)
• Toronto Life (+13.6%)

Biggest decliners included

• Tribute (-81%)
• Madame (-61.2%)
• Homemakers (-52.8%)
• Le lundi (-49.5%)
• Enfants Québec (-49.1%)****
• Cote Jardins (-46.7%)
• Inside Entertainment (-26.6%)
• Les idées de ma maison (-25%)
• Teen Tribute (-25%)
  
• Harrowsmith Country Life (-23.8%)***
• Explore (-21.7%)
• Decormag (-20.7%)
• Canadian Gardening (-20.5%)
• Fleures Plantes Jardins (-19.4%)
• Gardening Life (-19%)
• Châtelaine (-13.7%)

****Published a combined issue May/June 2008, issue published June 2007
***Published a combined issue May/June 2008