An analysis by Ad Age of the top 100 U.S. media firms shows that reported revenue climbed 6.1% in the first half of 2010, a 9.9% turnaround from last year's fully-year decline, the first since the magazine began measuring media firms almost 30 years ago.
All media have seen gains in the first half, except newspapers. Though it wasn't of the magnitude of cable, video and broadband advertising providers, magazines seem to have bounced back from an abysmal 2009, when revenue for the top companies slid 19.6%, according to the Media 100 data.
Magazine revenue has improved in 2010. Time Warner, parent of No. 1 magazine publisher Time Inc., said first-half magazine ad revenue rose 5%, driven by a $26 million gain in U.S. print advertising and a $21 million (or about 20%) jump in digital advertising. Digital advertising accounted for 14% of Time Inc.'s first-half ad revenue. In 2007, before the recession, online advertising accounted for only 7% of Time Inc. ad revenue.