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Monthlies' First-Half Ad Pages Show Some Warmth This Summer

Friday, May 20, 2011

June was not exactly busting out all over in advertising, as attested from min’s boxscores for the month and the first half. (See premium January - June monthly chart.) With 87 titles out of the 152 magazines that we track showing upward gains year-to-date (January-June 2011 vs. 2010), the small +1.45% cumulative differential suggests that print is holding its own in 2011. The June ratio was 83-up/69-down with a cumulative +0.86%.

Big winners for the month were Amy Saralegui-led Texas Monthly’s “Summer!” issue with 39.76 additional ad pages in June (+24.61%) and 151.24 more ytd (+21.23%), and the soon-to-be-Monique Manso-led People en Español produced 30.36 more ad pages in June (+43.64%) and an additional 126.89 ytd (+46.35%).

“June is always a strong issue for Texas Monthly," says Saralegui. "With such a large number of consistent travel advertisers and local retailers, the continued return of national advertising in every category, and the launch of two key mobile initiatives really drove the overall success.”

The chart below shows the top 5 monthly ad gainers in June.

More on the top five June and first-half performers (featuring the outdoor-activity-centric Motor Boating and Competitor) will appear in minonline on Monday. Also, see Keith Kelly's interview with min editor-in-chief Steve Cohn in the May 20 New York Post for insights about the women's-fashion magazines' first-half.

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