Total Canadian ROP pages, measured by LNA, down 9.2% for 2008

The latest Leading National Advertisers (LNA) data essentially confirms what publishers of mainstream magazines have felt in their bones and seen on their monthly tallies -- ad pages and dollars are down. According to data in a story published by Masthead, total ROP pages were down 9.2% for the year, following a fourth quarter decline of 15.7%.

(LNA dollar figures are based on a varying list of magazines that subscribe to the service and multiplying their pages by the published rate card rate, including rate increases,so need to be taken with more than a pinch of salt. However, over time, it can be a useful indicator. Last year's revenue decline It shows that 2008 revenues, even while declining 5.1% from 2007, are 53% higher than in 2000.)

Big gainers were:

• More magazine (+46%)
• Moneysense (+11.5%)
• Westworld Alberta (+9%)
• Famous Magazine (+8.6%)
• Glow (+8.4%)
• Westworld BC (+7.7%)
• Profit (+7.6%)
• Toronto Life (+6.1%)
• Canadian Business (+6%)
• Elle Canada (+4.2%).

Biggest fall-offs were:

• Renovation Bricolage (-43.6%)
• Madame (-39.8%)
• Homemakers (-34.4%)
• Tribute (-33.9%)
• Canadian Home & Country (-27.9%)
• Les Idees De Ma Maison (-24.6%)
• Good Times (-24.3%)
• Inside Entertainment (-23.9%)
• Tv Hebdo/Tv 7 Jours (-23.5%)
• Decoration Chez-Soi (22%)
• Canadian Home Workshop (-21.5%)
• Fleurs Plantes Jardins (-20.7%)