Lackluster Growth for US Magazine Ad Pages

13 January 2006

Figures for US magazines ad pages in 2005 are disappointing, notching just 0.5% more than the previous year.

Some titles fared better than others, including the domestic diva's Martha Stewart Living, which racked-up a 38.2% increase in ad pages following her release from jail and house arrest for lying to federal investigators about her share trading [WAMN: 26-Sept-05].

Celebrity-weekly Star also glittered in 2005, growing its ad pages by 30.1%. And People magazine took first place in absolute terms with 3,852 ad pages, an increase of 6.4%.

However, these were notable exceptions. Many titles endured tougher times, such as Time4 Media's Skiing, which slid 20.1% down the piste; and PC Magazine, down 19.3%.

The story was happier by advertiser categories, with eight out of twelve reporting increases. Financial, insurance and real estate advertisers bought 12.7% more ad pages last year than in 2004. Ad pages promoting food and food products jumped 8.5%, media and advertising pages rose 7.7% and drugs and remedies grew 4.1%.

Technology marketing, on the other hand, weakened with a 7.9% ad page fall-off. Automakers bought 7.1% fewer pages last year than they did in 2004, while home furnishings and supplies category ad pages also slipped 7.1% year-on-year.

Data sourced from; additional content by WARC staff