Figures from the Publishers Information Bureau reveal little to celebrate for American magazines, with a rise of just 1.8% in total ad pages reported for the first six months of 2005.
Financial, insurance and real estate advertising topped the category list with an increase of 15.5%, while food and food products were up 13.7%.
Three of the 12 major sectors, however, saw a decline in ad pages, including technology (down 16.2%), drugs and remedies (down 4.9%) and home furnishings (down 3.5%).
Teen magazine M gained the most ad pages over the six month period, up 51.6% to 55.3, while Teen Vogue narrowly maintained its higher page count of 332.93 over rival ElleGirl at 327.6, despite a smaller percentage gain.
Data sourced from: Adage.com; additional content by WARC staff