TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Magazines at the Break: So Not Jane


The first half advertising numbers for consumer magazines are in, and according to the Publishers Information Bureau — the Magazine Publishers of America arm that tracks this sort of stuff — overall revenue is up about 1% but ad pages — typically the better gauge of the industry’s health — are off 1.7 percent.

More interesting to us, though, are the performances of selected individual titles, and what it means for their editors:

  • ElleGirl performed until the bitter end, up nearly 20% in ad pages and 50% in revenue to $19.1 million.
  • Brandon Holley-led Jane is down 41% in ad pages — some 150 fewer — and 36.6% in revenue to $15.2 million (about $9 million less). So not Jane.
  • Martha Stewart‘s post-penitentiary ass-kicking continues, as Living is up 75% in ad pages (586 vs. 336 last year) and 92% in revenue to $74 million — roughly $35 million more than it pulled in over the same period last year.

  • In the battle for New York, Adam MossNew York has run 15.9% more pages of ads than the first half of 2005, totaling $95.86 million, a 23.9% gain. The New Yorker is down 17.6% in ad pages (833, over 170 less than last year’s first half) and about a 10 percent in revenue ($86.9 million) — though editor David Remnick always has the option of eBaying his trophy case to make up the difference in cash.
  • Along the Men’s Fitness-Health-Journal continuum, Men’s Health stumbled (-10.8% in revenue, -16.0% in ad pages) while its counterparts posted gains.
  • The Andy Pemberton Spin era resulted, at least in part, in a 17% drop in ad pages and 20% dip in revenue (to $11.8 million). Blender spun its 5 percent increase in ad pages into a 28.7% boost in revenue.
  • Despite the hype surrounding its 1000th issue, Rolling Stone‘s ad pages were down 12%, though its $90 million in ad revenue is just $2 million off of its 2005 pace.
  • Despite a shakeup at the top, Time magazine posted revenue (10%) and ad page (6.7%) gains as part of its $295,825,182 in PIB ad revenue.
  • Portfolio‘s future competition: Fast Company (-25% in ad pages, -21.5% in revenue); Inc. (-5.7%, -3.2%); Fortune (-3%, flat); Money (-9.7%, -5.4%); SmartMoney (-1.2%, +5.6%).
  • Bonnie Fuller‘s Star saw an 11.5% increase in ad pages and 33.6% in revenue, a gain $18 million — just enough to cover Fuller’s rider agreement.
  • Vanity Fair‘s dip (11.4% in revenue to $103 million, 15.3% in ad pages) may make Graydon Carter think twice about running more awkward Tom Ford covers.
  • TV Guide‘s shark-jumping was not exactly exaggerated. The magazine’s new format resulted in $100 million less in advertising revenue and 550 less ad pages.
  • Mediabistro Course

    Pitch Your Magazine Article

    Pitch Your Magazine ArticleStarting October 1, learn how to write queries for magazines and websites! In this course, you'll learn how to write and send an effective pitch, generate pitch letters, research outlets for your articles, and follow-up with editors to ensure that your queries get results. Register now!