January witnessed a drop of 0.8% in the total number of magazine ad pages compared to the equivalent period in 2000, according to figures from the Publishers Information Bureau.

The title worst hit was Premiere, owned by Hachette Filipacchi Magazines, whose ad page numbers fell a staggering 68%.

Other big losers included the magazine sections of Sunday newspapers, which collectively saw an 8.9% decline.

However, the losses were not spread evenly across ad categories. The two largest sectors actually made gains – technology ad pages rising 10.1%, while automotive jumped 5.9% to atone for an overall loss in 2000.

Elsewhere, the picture was bleaker. Two-figure falls in ad page numbers hit the media and advertising sectors (12.4%), retail (21.9%), financial (10%) and toiletries/cosmetics (15.3%).

News source: Advertising Age - Daily Deadline