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September Issues Gain Ad Pages

August 26, 2010

Published on August 24, 2010 Share 

For September, 94 of 145 magazine titles tracked by minonline gained in advertising pages. That compares to just 23 titles with an ad-page gain in September 2009.

The top 5 gainers were:

—Runner’s World, up 68.3%
—Elle Decor, up 65.1%
—Texas Monthly, up 60.8%
—Glamour, up 57.4%
—People StyleWatch, up 54.8%

Behind the Success

minonline asked the top magazines for the reasons behind their successful September issues. Runner’s World says the increase in ad pages came from a boost in footwear, nutrition and auto categories, with PowerBar, New Balance, Foot Locker and Moving Comfort big September advertisers. Elle Decor saw strong September ad sales from the fashion, jewelry, watch and automotive advertisers, thanks in part to rapid expansion of digital content.

Texas Monthly’s hike came thanks in part to strong performance in the retail, fashion, watch/jewelry, automotive and travel categories. Texas, too, was less affected than the rest of the country by the economic downturn, according to the magazine’s publisher.

Glamour benefited from new advertisers in the fashion and beauty categories, while People StyleWatch saw success come from brand new advertisers, including Marc Jacobs, michael Kors, A/X Armani Exchange and DKNY.

Other Success Stories

September issues, particularly for fashion magazines, are watched closely as an indicator of the health of the magazine industry. Others that reported gains for the month were Vogue, up 24%, and W, up 31%. InStyle jumped 16%, while Bon Appetit was up 35%.

Strengthening Revenue

U.S. magazines have seen ad sales improve in recent months. In the second quarter, 130 magazines increased ad pages, compared to just 15 that increased ad pages in the second quarter last year, while 136 reported revenue gains, compared to 30 the previous year.

Still, Magna predicts that magazine ad pages will decline another 6.9% this year.

Related categories: Print, Signs of What’s to Come, Media Planning, Publishing, Magazines

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