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Top 10 Monthly Mags: Welcome to the Next Decade
Monday, January 4, 2010
Steve Cohn

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Time (Dec. 7, 2009) called the 2000s America's Decade from Hell, with the Sept. 11, 2001, attacks and the 2007-2009 "Great Recession" serving as bookends, and Hurricane Katrina (August 2005) falling in between. Author/Fortune managing editor (since November 2006) Andy Serwer goes on to predict that the next one will be better in part because "there's...a natural cycle to history. Unless you believe that this country is in the throes of a deep and permanent decline, there's no question that we will rebound."

Whether Serwer is right will be known 3,648 days from now. One good early-2010 sign was the "slightly better than expected" holiday shopping season, which typically is a positive omen for advertising. Will it be seen with the soon-to-close women's-fashion magazines' March "Spring Previews"? Look for min's chart later this winter, along with another perennial: 2009's best- and worst-selling covers.

We begin 2010, min's 63rd year, with the monthlies' five-year ad pages and revenues (2005-2009).
Below is a five year chart (from min's full 5-year monthly report) listing the top 10 magazines that had a + % gain in 2009 vs. 2008 and their ad page numbers from 2005-2009. (Note: People's Stylewatch launched in 2007.)

Top 10 Monthly Magazine Five Year Report (2005-2009)

Title

ytd 2009

 

% diff

 

ytd 2008

 

Diff.

 

ytd 2007

 

Diff.

 

ytd 2006

 

Diff.

 

ytd 2005

Style Watch 

624.30 

23.50 

505.49 

36.87 

369.31 

 ---

 ---

---

 ---

Saveur 

379.71 

12.27 

338.21 

-3.15 

349.21 

-1.27 

353.71 

-9.07 

389.00 

Family Circle 

1,739.53 

11.51 

1,559.93 

-13.73 

1,808.14 

10.56 

1,635.37 

8.88 

1,501.98 

Fitness 

736.35 

9.14 

674.70 

-22.62 

871.90 

11.32 

783.21 

-3.64 

812.81 

Flex 

2,604.91 

3.35 

2,520.53 

11.07 

2,269.35 

-3.28 

2,346.21 

16.14 

2,020.16 

Ladies' Home Journal 

1,269.57 

3.07 

1,231.80 

-20.34 

1,546.28 

0.13 

1,544.34 

-0.35 

1,549.69 

Muscle & Fitness 

1,995.81 

2.83 

1,940.96 

4.63 

1,855.08 

-2.08 

1,894.51 

14.58 

1,653.39 

Better Homes & Gardens

1,723.35 

2.04 

1,688.94 

-17.62 

2,050.09 

4.74 

1,957.33 

-8.24 

2,133.19 

Antiques, The Magazine 

848.50 

1.25 

838.00 

-9.41 

925.00 

-4.59 

969.50 

2.48 

946.00 

More 

917.94 

1.24 

906.74 

-30.32 

1,301.28 

19.01 

1,093.45 

12.82 

969.19 


If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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