US Magazine Ads Stagnant in 2006

12 January 2007

NEW YORK: Wednesday's report issued by America's Publishers Information Bureau paints a picture of the nation's magazine industry becalmed in the advertising doldrums through 2006 - with ad revenues marginally down on 2005 by 0.1%.

Comments MPG svp/group account director Christopher O'Connor: "In general what you're seeing is the stagnation of the print media versus the proliferation of the digital age. We've seen its impact on the TV side of the equation over the last year or so and certainly it's something that the guys in the print industry need to address."

Not all magazines were losers. Among those recording notable revenue gains were Martha Stewart Living (+41.3%), independent Dwell (+39.6%), Bauer's In Touch Weekly (+35.8%) and Rodale's Bicycling (+32.7%).

But winners were overwhelmingly outnumbered by losers, among them Hachette Filipacchi's Premiere (-24.7%), Time Inc's This Old House (-22%) and Conde Nast's The New Yorker (-12.7%.)

Arguably the sole bull sector was 'luxury' magazines as exemplified by Conde Nast's W, all American Express titles and the free US Airways Magazine - which in aggregate closed 2006 up by 114.9% with a total of 1,931 ad pages.

Data sourced from AdAge (USA); additional content by WARC staff