Top 5: Men's Mags Showed Advertising Mileage in First-Half 2011

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The  August 8 min looked at men's magazine advertising pages and ad categories for the first half. Interesting to note that automotive advertising is making a comeback. In the 20th century, automotive was magazines’ biggest advertising engine by far, but the 21st delivered hard times with the bottom coming in 2008-2009 with General Motors’ bankruptcy. The $$$/billions in government stimulus money to keep GM afloat and aid an ailing Chrysler was controversial as the growth of the Tea Party movements proved, but the dividend is that these businesses are  again viable.

The IMS/The Auditor-prepared chart shows that in the first half, ad pages from Chrysler, Ford, and GM were a cumulative +83.10%. All 10 titles in this category benefited--even Playboy, which IMS reports got business from Ford (so, too, did Playboy’s American Media partner Men’s Fitness). Domestic automotive had been out of Playboy since the early-1980s, when the threats of a boycott from factions of the religious right and women’s groups began.

The above is an excerpt from the August 8 min. Read the premium article including advertisers and ad-page charts for the men's, affluence and hotel in-room magazine categories. The enthusiast report is a monthly feature, reviewing quarterly advertising trends in the popular magazine categories.

Here are the top 5 of the 10 men's magazines charted in min, sorted by ad page percentage gain.

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