|
Monday, February 18, 2008
Any optimism generated by the relatively good March advertising performances of the women's beauty/fashion magazines (min January 28, 2008) took a tumble when all of the 172 monthlies' data were accumulated. Result suggests that only fashion and beauty are strong, as the first-quarter differential is the poorest over the three-year timeline. Not much of a "sign of spring" here:
| 2005 |
| 1st qtr. |
2nd qtr. |
3rd qtr. |
4th qtr. |
|
+1.42%
|
+3.14%
|
+0.44%
|
-0.39%
|
| 2006 |
| 1st qtr. |
2nd qtr. |
3rd qtr. |
4th qtr. |
|
+0.09%
|
-1.70%
|
+3.47%
|
-0.51%
|
| 2007 |
| 1st qtr. |
2nd qtr. |
3rd qtr. |
4th qtr. |
|
+2.67%
|
+1.24%
|
0.96%
|
3.84%
|
| 2008 |
| 1st qtr. |
|
-4.60%
|
There is some evidence of optimism. More publisher Brenda Saget Darling (see page 2) says that March's -18.49% will be countered by a "strong April," and Wired vp/publisher (since July 2006) Jay Lauf reported a record +28.90% March. Plus, Men's Journal publisher (since November 2005) Will Schenck and his staff finished the quarter +21.78%. His "reward" was for them to "dare your rep"...in a shark tank. More on that experience to come.
MIN's Monthly Boxscores
| |
MAR 2008 |
MAR 2007 |
% of Diff. |
YTD 2008 |
YTD 2007 |
% of Diff. |
| ABA JOURNAL |
20.50
|
22.74
|
-9.85
|
49.75
|
60.70
|
-18.04
|
| ALLURE |
144.06
|
131.05
|
9.93
|
326.16
|
291.46
|
11.91
|
| ALL YOU |
75.50
|
86.38
|
-12.60
|
218.28
|
211.08
|
3.41
|
| AMERICAN BABY |
45.59
|
50.23
|
-9.24
|
131.34
|
133.09
|
-1.31
|
| ANTIQUES, THE MAGAZINE |
60.50
|
64.50
|
-6.20
|
248.00
|
256.00
|
-3.13
|
| ARCHITECTURAL DIGEST |
131.79
|
108.50
|
21.47
|
371.35
|
355.62
|
4.42
|
| ARTHUR FROMMER'S... |
90.76
|
94.60
|
-4.06
|
140.67
|
151.68
|
-7.26
|
| ART IN AMERICA |
111.00
|
119.00
|
-6.72
|
275.00
|
297.00
|
-7.41
|
| ARTNEWS |
95.00
|
104.08
|
-8.72
|
254.37
|
285.37
|
-10.86
|
| ATLANTIC MONTHLY, THE |
44.66
|
54.60
|
-18.21
|
94.82
|
116.87
|
-18.87
|
| AUTOMOBILE |
66.50
|
68.99
|
-3.61
|
176.69
|
183.48
|
-3.70
|
| BABY TALK |
47.11
|
50.07
|
-5.91
|
85.83
|
93.11
|
-7.82
|
| BEST LIFE |
58.50
|
63.36
|
-7.67
|
98.73
|
91.86
|
7.48
|
| BETTER HOMES & GARDENS |
132.79
|
172.96
|
-23.23
|
356.97
|
400.64
|
-10.90
|
| BICYCLING |
52.15
|
60.14
|
-13.29
|
135.16
|
135.09
|
0.05
|
| BLACK ENTERPRISE |
49.39
|
46.83
|
5.47
|
160.42
|
150.69
|
6.46
|
| BLENDER |
52.33
|
94.26
|
-44.48
|
101.60
|
136.11
|
-25.35
|
| BOATING |
88.82
|
128.33
|
-30.79
|
255.56
|
336.27
|
-24.00
|
| BODY+SOUL |
73.46
|
73.16
|
0.41
|
145.36
|
141.65
|
2.62
|
| BON APP…TIT |
57.79
|
59.20
|
-2.38
|
163.74
|
174.03
|
-5.91
|
| BOYS' LIFE |
6.66
|
11.36
|
-41.37
|
23.64
|
25.02
|
-5.52
|
| CAR AND DRIVER |
69.50
|
67.96
|
2.27
|
220.47
|
210.80
|
4.59
|
| CAR CRAFT |
39.50
|
45.25
|
-12.71
|
132.50
|
138.50
|
-4.33
|
| CIRCLE TRACK |
65.36
|
58.45
|
11.82
|
227.41
|
224.01
|
1.52
|
| COASTAL LIVING |
71.97
|
96.54
|
-25.45
|
146.80
|
171.14
|
-14.22
|
| COND… NAST TRAVELER |
109.05
|
107.28
|
1.65
|
336.79
|
317.88
|
5.95
|
| COOKING LIGHT |
140.85
|
155.68
|
-9.53
|
258.29
|
280.94
|
-8.06
|
| COSMOGIRL! |
60.35
|
65.24
|
-7.50
|
129.58
|
137.19
|
-5.55
|
| COSMOPOLITAN |
149.11
|
142.48
|
4.65
|
353.00
|
369.77
|
-4.54
|
| COTTAGE LIVING |
63.07
|
62.92
|
0.24
|
123.07
|
122.77
|
0.24
|
| COUNTRY HOME |
59.82
|
65.38
|
-8.50
|
111.79
|
124.26
|
-10.04
|
| COUNTRY LIVING |
77.19
|
85.90
|
-10.14
|
197.78
|
204.66
|
-3.36
|
| CRUISING WORLD |
91.09
|
97.46
|
-6.54
|
282.09
|
302.76
|
-6.83
|
| CYCLE WORLD |
74.48
|
85.79
|
-13.18
|
163.63
|
214.09
|
-23.57
|
| DETAILS |
174.76
|
167.56
|
4.30
|
224.92
|
236.29
|
-4.81
|
| DIRT RIDER |
113.36
|
119.26
|
-4.95
|
321.36
|
340.48
|
-5.62
|
| DISCOVER |
20.75
|
26.58
|
-21.93
|
58.83
|
66.50
|
-11.53
|
| DOMINO |
54.16
|
49.43
|
9.57
|
97.41
|
101.77
|
-4.28
|
| DWELL |
99.15
|
107.98
|
-8.18
|
190.81
|
208.95
|
-8.68
|
| EBONY |
80.50
|
90.90
|
-11.44
|
240.97
|
272.14
|
-11.45
|
| ELLE |
351.91
|
348.23
|
1.06
|
583.71
|
552.27
|
5.69
|
| ELLE D…COR |
113.48
|
117.26
|
-3.22
|
187.93
|
191.11
|
-1.66
|
| ENTREPRENEUR |
79.00
|
91.18
|
-13.36
|
297.66
|
308.48
|
-3.51
|
| ESQUIRE |
109.47
|
121.79
|
-10.12
|
198.74
|
218.37
|
-8.99
|
| ESSENCE |
129.32
|
107.07
|
20.78
|
300.03
|
309.55
|
-3.08
|
| EVERYDAY FOOD |
57.96
|
60.50
|
-4.20
|
120.76
|
110.00
|
9.78
|
| EVERY DAY w/ RACHAEL... |
70.70
|
50.83
|
39.09
|
135.66
|
98.66
|
37.50
|
| FAMILY CIRCLE |
125.97
|
128.90
|
-2.27
|
310.98
|
362.29
|
-14.16
|
| FAMILY FUN |
70.11
|
59.75
|
17.34
|
127.01
|
116.04
|
9.45
|
| FAMILY HANDYMAN, THE |
49.00
|
52.33
|
-6.36
|
96.11
|
96.16
|
-0.05
|
| FAST COMPANY |
52.47
|
40.06
|
30.98
|
97.02
|
75.22
|
28.98
|
| FIELD & STREAM |
56.67
|
41.64
|
36.10
|
101.65
|
88.56
|
14.78
|
| FIREHOUSE |
63.46
|
63.92
|
-0.72
|
193.73
|
182.34
|
6.25
|
| FITNESS |
78.82
|
69.09
|
14.08
|
156.59
|
198.14
|
-20.97
|
| FLEX |
201.31
|
204.94
|
-1.77
|
583.07
|
557.81
|
4.53
|
| FLYING |
52.17
|
54.84
|
-4.87
|
145.67
|
159.33
|
-8.57
|
| FOOD & WINE |
90.87
|
115.17
|
-21.10
|
222.38
|
242.61
|
-8.34
|
| FORTUNE SMALL BUS. |
30.02
|
50.57
|
-40.64
|
67.54
|
92.14
|
-26.70
|
| FOUR WHEELER |
55.76
|
70.29
|
-20.67
|
170.54
|
212.99
|
-19.93
|
| 4-WHEEL/OFF-ROAD |
64.48
|
78.81
|
-18.18
|
194.22
|
258.98
|
-25.01
|
| GENTLEMEN'S QUARTERLY |
212.87
|
222.80
|
-4.46
|
330.97
|
334.91
|
-1.18
|
| GLAMOUR |
205.79
|
193.56
|
6.32
|
373.46
|
371.51
|
0.52
|
| GOLF DIGEST |
150.00
|
125.97
|
19.08
|
298.20
|
303.04
|
-1.60
|
| GOLF MAGAZINE |
97.80
|
90.41
|
8.17
|
235.52
|
240.68
|
-2.14
|
| GOOD HOUSEKEEPING |
139.61
|
145.48
|
-4.03
|
358.59
|
367.84
|
-2.51
|
| GOURMET |
79.02
|
84.17
|
-6.12
|
186.08
|
229.10
|
-18.78
|
| GUIDEPOSTS |
56.86
|
41.00
|
38.68
|
124.72
|
89.93
|
38.69
|
| GUNS & AMMO |
38.40
|
36.90
|
4.07
|
114.30
|
123.10
|
-7.15
|
| HARPER'S BAZAAR |
301.12
|
288.06
|
4.53
|
498.82
|
469.38
|
6.27
|
| HARPER'S MAGAZINE |
25.00
|
19.33
|
29.33
|
60.41
|
54.73
|
10.38
|
| HEALTH |
110.72
|
121.40
|
-8.80
|
215.82
|
232.45
|
-7.15
|
| HOME |
57.66
|
67.54
|
-14.63
|
103.99
|
110.57
|
-5.95
|
| HOT ROD |
56.90
|
61.64
|
-7.69
|
196.12
|
196.63
|
-0.26
|
| HOUSE BEAUTIFUL |
63.70
|
66.50
|
-4.21
|
141.31
|
135.91
|
3.97
|
| HUNTING |
39.00
|
34.00
|
14.71
|
91.40
|
85.10
|
7.40
|
| IN STYLE |
282.00
|
320.79
|
-12.09
|
606.42
|
669.91
|
-9.48
|
| INC. |
66.77
|
74.94
|
-10.90
|
168.67
|
171.30
|
-1.54
|
| INTERVIEW |
116.00
|
150.00
|
-22.67
|
183.00
|
254.50
|
-28.09
|
| KIPLINGER'S PERSONAL FINANCE |
40.70
|
47.21
|
-13.79
|
117.07
|
146.17
|
-19.91
|
| LADIES' HOME JOURNAL |
105.90
|
137.79
|
-23.14
|
283.74
|
332.60
|
-14.69
|
| LATINA |
60.94
|
69.66
|
-12.52
|
124.80
|
131.87
|
-5.36
|
| LUCKY |
161.65
|
188.36
|
-14.18
|
313.06
|
302.81
|
3.38
|
| MARIE CLAIRE |
140.69
|
137.89
|
2.03
|
253.42
|
267.18
|
-5.15
|
| MARTHA STEWART LIVING |
117.53
|
105.37
|
11.54
|
285.76
|
276.44
|
3.37
|
| MAXIM |
69.22
|
82.18
|
-15.77
|
157.37
|
153.98
|
2.20
|
| MEN'S FITNESS |
86.59
|
91.08
|
-4.93
|
172.49
|
174.80
|
-1.32
|
| MEN'S HEALTH (jAN// http://www.minonline.com/advertise.html |
109.16
|
129.38
|
-15.63
|
183.86
|
203.24
|
-9.54
|
| MEN'S JOURNAL |
80.66
|
78.99
|
2.11
|
233.58
|
191.81
|
21.78
|
| MEN'S VOGUE |
115.49
|
134.17
|
-13.92
|
147.49
|
172.86
|
-14.68
|
| METROPOLITAN HOME (J/F)/f/F |
78.28
|
90.51
|
-13.51
|
142.82
|
153.48
|
-6.95
|
| MONEY |
56.91
|
61.31
|
-7.18
|
145.51
|
155.56
|
-6.46
|
| MORE |
85.29
|
104.64
|
-18.49
|
182.67
|
202.54
|
-9.81
|
| MOTOR BOATING |
51.31
|
83.08
|
-38.24
|
152.63
|
216.38
|
-29.46
|
| MOTORCYCLIST |
90.44
|
84.38
|
7.18
|
188.41
|
212.43
|
-11.31
|
| MOTOR TREND |
83.62
|
87.82
|
-4.78
|
243.75
|
270.13
|
-9.77
|
| MUSCLE & FITNESS |
161.80
|
171.33
|
-5.56
|
478.59
|
469.45
|
1.95
|
| NATIONAL GEOGRAPHIC |
34.53
|
40.81
|
-15.39
|
101.43
|
95.72
|
5.97
|
| NG ADVENTURE |
44.47
|
50.69
|
-12.27
|
81.10
|
89.40
|
-9.28
|
| NG KIDS |
3.35
|
11.74
|
-71.47
|
11.28
|
22.30
|
-49.42
|
| NG TRAVELER |
61.63
|
73.38
|
-16.01
|
105.00
|
122.59
|
-14.35
|
| NATURAL HEALTH |
47.06
|
47.39
|
-0.70
|
98.07
|
107.53
|
-8.80
|
| NATURAL HISTORY |
35.38
|
39.54
|
-10.52
|
61.59
|
57.71
|
6.72
|
| NICKELODEON |
22.16
|
23.02
|
-3.74
|
34.16
|
41.20
|
-17.09
|
| O (OPRAH) |
163.66
|
167.08
|
-2.05
|
381.92
|
382.03
|
-0.03
|
| OUT |
60.24
|
60.40
|
-0.26
|
95.91
|
114.85
|
-16.49
|
| OUTDOOR LIFE |
38.63
|
40.47
|
-4.55
|
70.99
|
72.37
|
-1.91
|
| OUTSIDE |
60.87
|
70.19
|
-13.28
|
146.27
|
152.96
|
-4.37
|
| PARENTING |
75.41
|
82.67
|
-8.78
|
159.19
|
171.84
|
-7.36
|
| PARENTS |
110.68
|
101.57
|
8.97
|
283.91
|
239.04
|
18.77
|
| PENTHOUSE |
15.75
|
27.30
|
-42.31
|
53.81
|
81.12
|
-33.67
|
| PEOPLE EN ESPA–OL |
46.19
|
65.62
|
-29.61
|
95.02
|
150.93
|
-37.04
|
| PLAYBOY |
29.65
|
34.72
|
-14.60
|
102.61
|
106.85
|
-3.97
|
| POPULAR MECHANICS |
52.44
|
51.97
|
0.90
|
151.55
|
146.35
|
3.55
|
| POPULAR PHOTOGRAPHY |
72.50
|
86.33
|
-16.02
|
274.67
|
273.66
|
0.37
|
| POPULAR SCIENCE |
52.60
|
46.60
|
12.88
|
161.70
|
145.50
|
11.13
|
| POWER & MOTORYACHT |
189.26
|
239.00
|
-20.81
|
650.70
|
790.84
|
-17.72
|
| PREVENTION |
90.04
|
112.09
|
-19.67
|
267.24
|
282.93
|
-5.55
|
| READER'S DIGEST |
77.98
|
112.01
|
-30.38
|
221.58
|
273.10
|
-18.86
|
| " " (Selecciones) |
20.00
|
26.00
|
-23.08
|
64.18
|
65.14
|
-1.47
|
| REAL SIMPLE |
158.30
|
155.50
|
1.80
|
350.80
|
339.20
|
3.42
|
| REDBOOK |
116.02
|
125.97
|
-7.90
|
291.35
|
303.40
|
-3.97
|
| RELISH |
20.95
|
15.25
|
37.38
|
60.30
|
41.29
|
46.04
|
| ROAD & TRACK |
67.74
|
75.16
|
-9.87
|
239.58
|
225.33
|
6.32
|
| ROBB REPORT |
113.75
|
107.83
|
5.49
|
318.59
|
349.41
|
-8.82
|
| ROD & CUSTOM |
58.67
|
67.87
|
-13.56
|
195.17
|
214.19
|
-8.88
|
| RUNNER'S WORLD |
61.33
|
63.83
|
-3.92
|
168.16
|
170.65
|
-1.46
|
| RUNNING TIMES |
36.33
|
31.40
|
15.70
|
79.54
|
66.83
|
19.02
|
| SALTWATER SPORTSMAN |
84.51
|
92.76
|
-8.89
|
210.16
|
265.42
|
-20.82
|
| SCIENTIFIC AMERICAN |
20.73
|
56.88
|
-63.55
|
71.81
|
133.47
|
-46.20
|
| SELF |
115.27
|
109.11
|
5.65
|
279.65
|
232.35
|
20.36
|
| SEVENTEEN |
93.85
|
85.55
|
9.70
|
242.08
|
194.76
|
24.30
|
| SHAPE |
137.99
|
136.29
|
1.25
|
341.81
|
313.04
|
9.19
|
| SKI |
32.00
|
36.00
|
-11.11
|
128.77
|
158.43
|
-18.72
|
| SKIING (Feb/March) |
26.33
|
17.00
|
54.88
|
82.03
|
96.81
|
-15.27
|
| SMART MONEY |
40.56
|
48.07
|
-15.62
|
126.23
|
158.49
|
-20.35
|
| SMITHSONIAN |
41.53
|
42.01
|
-1.14
|
115.24
|
111.98
|
2.91
|
| SOUND & VISION |
52.83
|
59.83
|
-11.70
|
121.83
|
119.50
|
1.95
|
| SOUTHERN LIVING |
111.89
|
98.93
|
13.10
|
292.83
|
282.99
|
3.48
|
| SPECTRUM, IEEE |
29.92
|
27.83
|
7.51
|
92.67
|
94.16
|
-1.58
|
| SPIN |
55.67
|
45.52
|
22.30
|
129.49
|
119.53
|
8.33
|
| SPORTS ILLUS. FOR KIDS |
9.78
|
25.51
|
-61.66
|
22.63
|
41.54
|
-45.52
|
| SPORT TRUCK |
50.94
|
60.94
|
-16.41
|
159.47
|
185.06
|
-13.83
|
| SUCCESSFUL FARMING |
86.21
|
79.26
|
8.77
|
224.82
|
185.41
|
21.26
|
| SUNSET |
71.39
|
82.34
|
-13.30
|
172.00
|
205.80
|
-16.42
|
| TEEN VOGUE |
147.85
|
153.92
|
-3.94
|
202.69
|
205.10
|
-1.18
|
| TENNIS |
51.00
|
62.00
|
-17.74
|
95.50
|
115.20
|
-17.10
|
| TEXAS MONTHLY |
146.41
|
222.26
|
-34.13
|
457.51
|
501.26
|
-8.73
|
| THIS OLD HOUSE |
60.01
|
65.54
|
-8.44
|
106.98
|
120.19
|
-10.99
|
| TOWN & COUNTRY |
173.27
|
157.54
|
9.98
|
382.99
|
394.14
|
-2.83
|
| TRADITIONAL HOME |
79.51
|
89.06
|
-10.72
|
79.51
|
89.06
|
-10.72
|
| TRAILER LIFE |
47.12
|
52.05
|
-9.47
|
134.96
|
151.05
|
-10.65
|
| TRAVEL + LEISURE |
150.83
|
146.03
|
3.29
|
322.22
|
326.79
|
-1.40
|
| VANITY FAIR |
303.33
|
327.73
|
-7.45
|
447.45
|
486.14
|
-7.96
|
| VIBE |
86.97
|
131.30
|
-33.76
|
185.01
|
237.53
|
-22.11
|
| VOGUE |
495.20
|
474.15
|
4.44
|
781.71
|
744.27
|
5.03
|
| W |
333.75
|
363.49
|
-8.18
|
539.69
|
559.75
|
-3.58
|
| WIRED |
107.08
|
83.07
|
28.90
|
262.16
|
233.34
|
12.35
|
| WOMAN'S DAY |
142.47
|
152.30
|
-6.45
|
380.52
|
389.02
|
-2.18
|
| WOMEN'S HEALTH |
78.99
|
57.15
|
38.22
|
142.32
|
94.37
|
50.81
|
| WONDERTIMENEW |
52.70
|
56.00
|
-5.89
|
168.16
|
132.24
|
27.16
|
| WORKING MOTHER (Feb/Mar) |
73.67
|
57.34
|
28.48
|
73.67
|
57.34
|
28.48
|
| YACHTING |
174.08
|
246.39
|
-29.35
|
471.82
|
645.65
|
-26.92
|
| TOTALS |
14,620.33
|
15,568.74
|
-6.09
|
33,442.52
|
35,054.53
|
-4.60
|
|
Twitter Best Practices for Media Companies
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Internet Sales Guidebook