Advertisers Rein in US Magazine Spend

14 July 2008

NEW YORK: There is little good news for the US magazine sector which saw advertising sales slide by 8.2% in the year's second quarter, according to data from the Publishers Information Bureau.

Ads for vehicles were most conspicuous by their absence during the first half of the year, down 21.3%, compared with the year-earlier period, while technology ads dropped 17.5%.

However, magazines can draw some comfort from the fact they appear to be doing better than newspapers, which saw ad revenues fall 8% last year and are expected to plummet by 10% in 2008.

Ad pages increased in a number of high-end fashion, home décor and travel titles, such as Harper's Bazaar, Vogue and Architectural Digest

News magazines and some business titles, on the other hand, were not so buoyant. For example, ad pages dropped 21.1% at Time magazine during H1 and by 22.4% at Newsweek.

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