Monthly Mag 2010 Ad Pages ‘Improve’ to +4.22%

By Steve Cohn
11/19/2010

After 2009’s recession-impacted -20.05%, the 149 monthlies in min‘s boxscores rebounded modestly in 2010—a year without any major economic shocks but also one plagued by high unemployment and home foreclosures.

The uncertainty is reflected in the modest +4.22% ad-page differential, but the 99-monthlies-up/50-down ratio is far better than 2009’s 10-up/141-down. Among the big monthly magazine gainers for 2010 is Vogue, with a 16.04% gain in 2010 vs. 2009 (318 additional ad pages), People Stylewatch, with a 49.47% gain (311 additional pages) and Elle Decor with a 34.65% gain (288 additional pages).

Below is a five-year (2006-2010) timeline of year-end ad-page differentials from min‘s magazine database, based on the total tallies of monthly magazine ad-page data year-over-year.

Year-End Monthly Magazine
Ad-Page % Differentials
2006 2007 2008 2009 2010
+0.22% +2.23% -9.40% -20.02% +4.22%

The boxscores will appear in the Nov. 22 min being released Nov. 19, with further analysis to on minonline.