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Magazine Ad Pages Moving in Right Direction

13 Oct 2010

Magazine print ad pages, despite the industry's partial success diversifying into digital, remain the lifeblood of the business. But after the worst slide in industry history, they're moving in the right direction.

Ad pages in the U.S. dipped 1.6 per cent in January-September vs. the same period a year ago-but pages rose 3.6 per cent in Q3, marking the second consecutive quarter of improvement.

The Magazine Publishers of America data is based on publisher-reported pages and revenue.

MPA also reported that overall industry revenue improved in the nine-month period and third quarter, by 2.6 per cent and 5.3 per cent, respectively.

The steady upswing reflects increased spending in seven of the industry's 12 most important categories. The fastest growth in the third quarter came from automotive advertising, which grew 42 per cent in pages; and technology, which rose 12.3 per cent.

Categories that are still laggards were direct response (-13.3 per cent); public transportation, hotels and resorts (-4.1 per cent); financial, insurance and real estate (-2.6 per cent); and home furnishings and supplies (-2.1 per cent).

Source: Mediaweek


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