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The Monthlies’ +1.45% Advertising First Half Was Expected To Be Better

A strong retail holiday season such as what we experienced in 2010 is usually a good indicator for ad-page growth as retailers replenish their inventories. But it has not yet happened in 2011 because of reasons that we are all aware of: stubbornly high unemployment, the economic effects from the Japanese earthquake/Mississippi River flooding, and $4-plus per-gallon gasoline prices. The latter shows signs of easing.

Among the strong first-half ad-page performances were those from the Andy Hersam-led Competitor (+49.06%), the Scott Parmelee-led Outside (+28.49%), the soon-to-be Monique Manso-led People en Español (+46.35%), the Karin Tracy-led People StyleWatch (+43.54%), and the Howard Mittman-led Wired (+26.55%). Town & Country’s +47.36% June/July marks an ending for publisher Jim Taylor and a beginning for editor-in chief Jay Fielden. Here is the quarterly timeline:

2008 2009 2010 2011
2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr.
-6.14% -11.52% -13.89% -21.54% -23.81% -21.17% -17.09% -5.70% +4.86% +8.65% +7.77% +1.15% +1.69%
See the complete June Monthly 2011 Boxscore chart.



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