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: