Ad Pages Down for US Magazines, But Fall is Smallest Yet

15 July 2002

The adspend downturn may be nearing an end for America’s beleaguered magazine sector.

New figures from the Publishers Information Bureau show that the number of magazine ad pages dropped again last month – hardly a surprising finding given the sector’s woes so far this year.

However, the scale of the decline, 1.2% year-on-year, is the smallest yet in 2002, comparing favourably with 6.3% in May, 10.8% in April, 10% in March, 16.3% in February and 15.9% in January. For the first half of the year as a whole, ad pages are down 9.9%.

Seven of the PIB’s twelve major advertiser categories raised the number of pages they bought in June, with the drugs/remedies sector increasing ad activity the most.

Data sourced from: New York Times; additional content by WARC staff