Monthlies’ August Ad Pages Heat Up A Bit

07/19/2010

Not unexpected, because the August 2009-versus-2008 differential was a weak -17.81%. So August 2010’s +10.36% (in spite of new July/August combos that included 40th-anniversary celebrant Smithsonian) is to be expected. O had its 10th anniversary in May, but August’s inaugural Big Deals is a big deal: +54.49%. Quite a personal triumph for vp/publisher Jill Seelig, because her own 10th anniversary at the helm was reached earlier in July. August gains for O, People StyleWatch (+50.55%), Vogue (+47.54%), and Redbook (+43.15%) may be indicators of a strong women’s beauty/fashion September Fall Preview. More next week.

AUG AUG % of YTD YTD % of
2010 2009 2010 Diff 2009 Diff.
ALL YOU 87.26 75.12 16.16 637.38 574.99 10.85
ALLURE 91.46 99.18 -7.78 678.94 668.84 1.51
AMERICAN BABY 45.14 41.97 7.55 315.36 314.86 0.16
ARCHITECTURAL DIGEST 39.16 37.99 3.08 493.16 476.57 3.48
ART IN AMERICA 181.50 119.25 52.20 663.00 574.75 15.35
ART NEWS (July/Aug) 72.01 80.42 -10.46 394.92 466.16 -15.28
ARTHUR FROMMER’S (July/Aug.) 29.73 34.42 -13.63 253.32 288.55 -12.21
ATLANTIC, The (July/August) 67.17 63.50 5.78 290.45 246.89 17.64
AUTOMOBILE 49.97 37.83 32.09 369.69 326.66 13.17
BABY TALK (June/July) 47.42 45.15 5.03 262.15 236.49 10.85
BETTER HOMES AND GARDENS 120.96 137.43 -11.98 1,067.93 1,029.39 3.74
BICYCLING   62.37 58.06 7.42 370.84 389.02 -4.67
BLACK ENTERPRISE 56.41 39.81 41.70 311.38 424.57 y -26.66
BOATING  (July/August) 38.54 34.33 12.26 299.16 283.43 5.55
BON APPÉTIT 40.06 46.61 -14.05 371.48 361.35 2.80
BOYS’ LIFE 11.36 8.78 29.38 72.33 51.03 41.74
BRIDES (Bimonthly in 2009) 187.14 1,742.86 x4 1,455.73 19.72
CAR AND DRIVER 75.71 65.12 16.26 544.82 516.53 5.48
CAR CRAFT 45.93 48.09 -4.49 317.76 324.65 -2.12
CHICAGO 100.33 109.94 -8.74 836.90 773.26 8.23
CIRCLE TRACK 58.46 63.74 -8.28 462.38 524.47 -11.84
COASTAL LIVING  (July/August) 38.24 52.68 -27.41 293.05 388.74 -24.62
CONDÉ NAST TRAVELER 55.93 42.96 30.19 547.25 540.97 1.16
COOKING LIGHT   97.94 71.52 36.94 779.69 640.96 21.64
COSMOPOLITAN 137.36 120.03 14.44 949.07 851.67 11.44
COUNTRY LIVING 65.05 398.19 562.94 y2 -29.27
CRUISING WORLD 70.50 60.46 16.61 523.19 543.97 -3.82
CYCLE WORLD 43.00 59.30 -27.49 388.35 472.82 -17.87
DETAILS 43.98 43.17 1.88 364.29 383.35 -4.97
DIRT RIDER 82.28 87.57 -6.04 627.55 795.22 -21.08
DISCOVER  (July/August) 22.00 21.16 3.97 115.48 139.54 y -17.24
DWELL  (July/August) 64.00 61.00 4.92 391.00 396.62 -1.42
EBONY 42.19 321.07 366.54 -12.41
ELLE 141.20 130.00 8.62 1,173.61 1,099.48 6.74
ELLE DECOR   (July/August) 66.20 46.34 42.86 542.13 458.44 18.26
ENTREPRENEUR 63.54 63.33 0.33 558.58 572.15 -2.37
ESQUIRE 56.34 37.20 51.45 420.55 380.97 10.39
ESSENCE 96.11 83.23 15.48 791.25 713.86 10.84
EVERYDAY FOOD  (July/August) 43.50 37.50 16.00 233.95 226.20 3.43
EVERY DAY/RACHAEL RAY 68.17 65.92 3.41 416.23 389.01 7.00
FAMILY CIRCLE 121.35 132.78 -8.61 1,060.10 1,044.40 1.50
FAMILY FUN 57.33 52.48 9.24 367.48 366.77 0.19
FAMILY HANDYMAN (July/Aug.) 42.51 42.19 0.76 300.87 280.22 7.37
FAST COMPANY   (July/August) 45.24 45.74 -1.09 256.07 217.02 17.99
FIELD & STREAM 56.32 54.96 2.47 295.54 286.16 3.28
FIREHOUSE 60.00 66.92 -10.34 496.88 519.97 -4.44
FITNESS (July/August) 90.24 75.78 19.08 603.75 484.54 24.60
FLEX 186.40 200.18 -6.88 1,539.68 1,882.91 -18.23
FLYING 55.00 47.83 14.99 357.65 365.82 -2.23
FOOD & WINE 59.98 42.46 41.26 626.49 612.94 2.21
FOOD NETWORK MAG.* (July/Aug) 84.96 70.71 20.15 432.15 y5 134.40 221.54
4-WHEEL/OFF-ROAD 62.75 53.56 17.16 406.65 428.63 -5.13
FOUR WHEELER 60.79 56.54 7.52 417.90 417.43 0.11
GENTLEMEN’S QUARTERLY 75.55 49.20 53.56 627.24 539.71 16.22
GLAMOUR 96.25 78.15 23.16 885.44 857.00 3.32
GOLF DIGEST 66.67 70.26 -5.11 687.53 777.74 -11.60
GOLF MAGAZINE 55.91 53.27 4.96 556.80 545.07 2.15
GOOD HOUSEKEEPING 107.06 97.96 9.29 956.48 856.35 11.69
GUIDEPOSTS 25.68 30.50 -15.80 270.92 274.86 -1.43
GUNS & AMMO 55.69 54.56 2.07 371.58 344.76 7.78
HARPER’S BAZAAR 102.59 77.83 31.81 855.74 754.53 13.41
HARPER’S MAGAZINE 19.16 13.66 40.24 155.64 140.66 10.65
HEALTH   (July/August) 97.38 97.50 -0.12 548.33 540.16 1.51
HOT ROD 72.10 71.02 1.52 497.85 506.69 -1.74
HOUSE BEAUTIFUL 64.84 54.21 19.61 384.63 369.15 y2 4.19
HUNTING 49.28 45.94 7.27 193.58 181.00 6.95
INC. (July/August) 76.55 57.53 33.06 363.68 319.99 13.65
IN STYLE 162.14 112.13 44.60 1,388.74 1,257.17 10.47
INTERVIEW 33.00 27.33 20.75 293.99 232.66 26.36
KIPLINGER’S PERSONAL 20.92 16.18 29.30 186.04 177.39 4.88
LADIES’ HOME JOURNAL 69.22 100.50 -31.12 630.74 770.80 -18.17
LATINA 47.52 46.33 2.57 322.07 278.11 15.81
LUCKY 79.60 74.39 7.00 649.11 639.77 1.46
MARIE CLAIRE 85.11 82.96 2.59 738.53 626.27 17.93
MARTHA STEWART LIVING 77.38 60.09 28.77 638.99 572.35 11.64
MAXIM 38.33 63.75 -39.87 339.95 359.51 -5.44
MEN’S FITNESS 66.25 59.93 10.55 388.67 420.56 -7.58
MEN’S HEALTH  (July/August) 83.42 74.47 12.02 448.18 422.87 5.99
MEN’S JOURNAL (July/August) 83.39 78.34 6.45 419.69 457.91 y -8.35
MONEY 49.00 56.81 -13.75 379.36 324.74 16.82
MORE (July/August) 71.48 86.02 -16.90 486.67 514.92 -5.49
MOTOR BOATING (July/August) 31.45 29.92 5.11 202.08 227.84 -11.31
MOTORCYCLIST 55.20 61.33 -10.00 450.28 605.85 -25.68
MOTOR TREND 64.13 56.82 12.87 498.79 469.09 6.33
MUSCLE & FITNESS 121.90 146.77 -16.94 1,062.12 1,448.54 -26.68
NATIONAL GEOGRAPHIC 25.82 33.22 -22.28 203.48 205.25 -0.86
NG KIDS 7.16 8.83 -18.91 29.97 48.30 -37.95
NG TRAVELER (July/August) 49.13 34.87 40.89 254.78 212.17 20.08
NATURAL HEALTH (July/August) 43.50 41.91 3.79 216.58 270.57 y -19.95
O (OPRAH) 118.97 77.01 54.49 842.55 771.10 9.27
ORGANIC GARDENING (Aug/Sept) 35.46 32.63 8.67 115.22 170.43 y -32.39
OUTDOOR LIFE 51.13 45.16 13.22 209.40 202.98 3.16
OUTSIDE   47.16 44.83 5.20 414.95 427.58 -2.95
PARENTING (Early Years) 78.39 62.90 24.63 511.32 437.79 16.80
PARENTING (School Years) 78.93 58.70 34.46 466.46 390.35 19.50
PARENTS 127.21 108.27 17.49 875.84 809.92 8.14
PENTHOUSE (July/August) 25.34 149.03 174.20 y -14.45
PEOPLE EN ESPAÑOL    61.28 54.12 13.23 384.09 385.92 -0.47
PLAYBOY 24.57 231.62 175.78 31.77
POPULAR MECHANICS 45.31 32.98 37.39 502.44 398.72 26.01
POPULAR PHOTOGRAPHY 45.80 56.69 -19.21 486.94 527.30 -7.65
POPULAR SCIENCE 40.16 34.66 15.87 356.56 317.01 12.48
POWER & MOTORYACHT 84.99 95.83 -11.31 532.66 638.21 -16.54
PREVENTION 84.88 66.93 26.82 580.92 526.51 10.33
READER’S DIGEST 52.72 62.58 -15.76 411.88 494.98 -16.79
REAL SIMPLE 110.00 103.40 6.38 970.20 776.60 24.93
REDBOOK 120.29 84.03 43.15 873.72 825.38 5.86
RELISH 12.07 16.90 -28.58 116.52 105.97 9.96
ROAD & TRACK 74.61 70.17 6.33 531.42 499.38 6.42
ROBB REPORT 94.66 104.00 -8.98 761.00 782.00 -2.69
ROD & CUSTOM 65.97 52.59 25.44 449.72 405.88 10.80
RUNNER’S WORLD 50.22 48.15 4.30 406.02 400.73 1.32
SALTWATER SPORTSMAN (J/A) 32.99 27.67 19.23 295.04 251.23 17.44
SAVEUR (Aug/Sept) 59.06 46.15 27.97 278.50 239.76 16.16
SCIENTIFIC AMERICAN 17.50 25.49 -31.35 178.27 123.09 44.83
SELF 78.00 71.74 8.73 639.58 676.86 -5.51
SEVENTEEN 67.54 71.19 -5.13 418.35 433.31 y -3.45
SHAPE 105.97 93.82 12.95 841.78 812.18 3.64
SKI NO ISSUE 104.00 127.68 -18.55
SKIING NO ISSUE 46.06 78.13 -41.05
SMART MONEY 29.60 25.84 14.55 262.78 242.92 8.18
SMITHSONIAN 21.06 -100.00 205.21 232.35 y -11.68
SOUND & VISION NO ISSUE 129.13 151.85 -14.96
SOUTHERN LIVING 82.49 80.21 2.84 639.64 631.57 1.28
SPECTRUM, IEEE 14.33 18.59 -22.92 159.83 174.78 -8.55
SPIN   54.25 41.83 29.69 280.15 299.86 -6.57
SPORTS ILLUSTRATED KIDS   6.46 16.10 -59.88 52.50 102.21 -48.64
SPRY 8.70 6.63 31.22 76.31 73.62 3.65
STYLEWATCH(PEOPLE) 85.42 56.74 50.55 483.69 306.14 58.00
SUCCESSFUL FARMING 49.36 45.29 8.99 340.90 382.23 -10.81
SUNSET 40.65 42.80 -5.02 427.72 457.18 -6.44
TEEN VOGUE 77.47 53.77 44.08 431.82 360.36 19.83
TENNIS 34.00 206.30 259.60 y -20.53
TEXAS MONTHLY 111.05 91.14 21.85 929.21 928.74 0.05
THIS OLD HOUSE  (July/August) 53.78 43.00 25.07 273.19 262.19 4.20
TOWN & COUNTRY 35.21 31.00 13.58 480.97 489.64 -1.77
TRADITIONAL HOME NO ISSUE 312.12 293.45 6.36
TRAILER LIFE 31.63 22.87 38.30 223.34 221.69 0.74
TRAVEL + LEISURE 91.60 71.10 28.83 676.12 701.36 -3.60
VANITY FAIR 84.70 62.60 35.30 749.87 643.40 16.55
VERANDA (July/August) 39.90 31.88 25.16 258.47 293.97 -12.08
VOGUE 136.90 92.79 47.54 1,187.96 1,048.96 13.25
W 51.97 64.91 -19.94 496.80 578.87 -14.18
WHOLE LIVINGBODY & SOUL(J/A) 60.29 50.91 18.42 318.89 309.81 2.93
WIRED 68.86 50.57 36.17 455.72 370.33 23.06
WOMAN’S DAY 103.71 81.43 27.36 927.85 898.93 3.22
WOMEN’S HEALTH (July/Aug) 72.16 67.16 7.44 344.79 378.50 -8.91
WORKING MOTHER (Aug/Sept) 78.16 65.46 19.40 303.79 299.42 1.46
YACHTING 75.25 88.83 -15.29 728.93 833.04 -12.50
TOTALS 9,462.94 8,574.22 10.36 71,250.06 70,302.69 1.35
x = One more 2010 issue; x4/ x5 = Four more 2010 issues y/y2 = One/Two more 2009 issues; * = Brides published bimonthly in 2009: Food Network’s publishing schedule began in June 2009, Data is not included in YTD totals; DIS = Includes 48 ad-page Disney insert in the January 2009 Travel + BodLeisure. y & Soul = Whole Living is the renamed Body & Soul (June 2010); R = Revised