Tuesday, June 23, 2009

Has the U.S. magazine ad sales decline started to bottom out?

Data from U.S. magazines suggest that the decline in advertising page sales may be levelling off; July issues of monthlies are down 20% compared with July a year ago, says an article in MediaDaily News, but it is less of a decline than recent monthly figures. Top titles have experience major year-to-date declines:

Title

July

YTD

Town & Country

(60%)

(44%)

Architectural Digest

(57%)

(50%)

Conde Nast Traveler

(53%)

(43%)

Dwell

(52%)

(44%)

Money

(47%)

(33%)

Scientific American

(47%)

(41%)

Elle Décor

(46%)

(32%)

Harper’s Bazaar

(46%)

(29%)

Prevention

(45%)

(29%)

GQ

(43%)

(33%)

W

(43%)

(44%)

O the Oprah magazine

(42%)

(31%)

Vogue

(41%)

(31%)

National Geographic

(41%)

(34%)


Overall, of 160 monthly magazines tracked by MIN Online, only 11 (or about 7%) have not posted declines for year-to-date, and 27 (17%) did not post declines in July. Ninety-one monthly titles (57%) have seen ad pages fall 20% or more for the year-to-date, with 40 (25%) experiencing declines of 30% or more.

It's hard to put a good spin on a monthly decline of 20%, but in comparison to other recent monthly figures, July is less. Total ad pages fell 26% in February, 24.5% in April, and 22% in June, so there may be reason to hope that losses are gradually evening out.

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