Publishers Information Bureau reported last week that magazine advertising pages have dropped 9.4 percent in the first quarter of this year compared to the first quarter of 2009. But Hearst and Condé Nast have managed to defy the trend.
Hearst, which had 14 titles in the first quarter of 2009 (it has since added the increasingly popular Food Network magazine to its roster) reported a total ad page drop of 4 percent, down to 2,856.01 pages, through this year’s first quarter. Marie Claire and Popular Mechanics proved to be big earners for Hearst, while Veranda, Country Living and House Beautiful did not fare so well – they experienced the biggest decline in ad pages across all Hearst titles.
Condé Nast, meanwhile, experienced a 6 percent drop in ad pages this quarter. Teen Vogue, Lucky, and Wired
did especially well, with W and Golf World experiencing the biggest drops.