US Magazine Ad Page Decline Continues

08 March 2002

Another month; another double-digit percentage fall in ad pages for the US magazine industry.

After an 11.7% slump in pages during 2001 and a 15.9% fall in January [WAMN: 11-Jan-02; 08-Feb-02], new figures from the Publishers Information Bureau show a 16.3% year-on-year tumble for February.

Such decline reflects severe cutbacks by advertisers in the technology, financial/insurance/real estate and apparel/accessories categories, which reduced their February ad pages by 33.4%, 30.4% and 26.1% respectively.

Just two sectors increased their ad pages: food (+1.4%) and drugs (+2.5%).

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