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Monthly Mags End Three-Year Ad-Page Losing Streak
Friday, May 14, 2010
Steve Cohn

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The May 17 Media Industry Newsletter reports a cumulative 4.86% ad-page gain for the 150 measured monthlies in second-quarter 2010-versus-2009. This is the first quarterly increase since fourth-quarter-2007's +3.84% and the best performance for any period since fourth-quarter-2004's +8.04%.

June 2010 differential is +7.89%, while the first half remains down fractionally.

The numbers are an indicator that magazines are benefiting from the improved economy, but as min reports in the May 17 issue, conditions still remain fragile. What is needed is a "breakthrough" category such as technology was during the late-1990s.

May 17 min, with the June boxscores, will be released later today.

Three-year quarterly timeline:

2007 2008
2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr.
+1.24% +0.96% +3.84% -4.61% -6.14% -11.52% -13.89%


2009 2010
1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr.
-21.54% -23.81% -21.17% -17.09% -5.70%

+4.86%



 

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

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