Noticed how mags have slimmed? Blame the ad scene

The ad-page retreat isn't over yet. Magazine ad pages fell 9.4% in the first quarter of this year from the first quarter of 2009, to about 34,800 pages, the Publishers Information Bureau reported Thursday. The decline was in contrast to the upbeat assessments by many publishers about ad spending returning in the first quarter.

Magazine Advertising Pages Declined 9.4% in Quarter
By Stephanie Clifford, NYT. Published: April 9, 2010

The drop was all the more surprising because it was compared with the first quarter of 2009, a terrible quarter for magazines, when ad pages fell by 25.9 percent, to about 37,200.
In the quarter, 85 consumer magazines showed an increase in ad pages, compared with just 15 last year at this time. Almost 130 posted decreases. Conde Nast seemed to have stemmed the ad-page drops at many of its publications. Magazines like Vanity Fair, Vogue, Allure, Architectural Digest and GQ were all just barely down, while Bon Appétit was up 3.8 percent.

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