The gouache of gloom over magazine newsstand sales reported earlier this week [WAMN: 10-Sep-03] is mirrored by the ongoing advertising decline in US magazine ad sales.

The Publishers Information Bureau in New York reported Wednesday that magazine ad pages dipped for the third month running, down in August by 2.9% year-on-year. While offering no cause for celebration, the decline was not as parlous at that in newsstand sales which revealed a 5% industry-wide slippage.

Nonetheless, year to date ad sales show a marginal advantage over 2002, with ad pages rising 1.1% year-on-year during the January-August period.

The categories swung pendulum-style: automotive rose 14.7% while financial/insurance/real estate plummeted 27.3%. Across the board, ad pages rose in just five of the twelve largest categories.

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