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BREAKING NEWS & VIEWS

Top 10 Monthly Magazines: Style-ish Gains Over Five Years


Tuesday, January 4, 2011


Tracking min's five-year ad and revenue monthly magazine charts is like riding a roller coaster, considering the highs and lows in the industry from 2006 to 2010. The just-completed 2010 was a welcome change from the dismal results in 2009 and 2008. As we reported on minonline, 99 of the 149 monthlies increased ad pages in 2010. By contrast, just 10 had ad-page gains in 2009. As min has said in previous reports, we have guarded optimism about continued improvement in 2011.

For a full comparison of the five years, we created two charts: one tracking the top 10 monthlies based on most ad pages in 2010 versus 2009, and another showing those with gains in both 2010 and 2009.

In our first chart below, it is no surprise to see Vogue, People StyleWatch and Elle Decor in the top 10 given that we continually reported on their successes in 2010. (See min's premium 2010 five-year ad-page and revenue charts for our complete list of 150 monthly magazines.)

The second chart offers perhaps a longer view. Since it was obvious that what goes down must come up when comparing 2010 to 2009, we decided to also compare 2010 with 2008. In this analysis, we only found four "up" monthlies in 2010 that also showed gains in 2009 versus 2008. Here, we see People StyleWatch again in the top slot (with 434 additional pages and an 86% gain in 2010 versus 2008). In fact, StyleWatch has been on an upward trend since its launch in 2007. Taking the second and third slots in our chart below, Saveur (+33.48%) and Fitness (+27.50%) showed impressive advertiser growth in 2010 and 2009. And in the fourth slot, Better Homes and Gardens displayed a slow and steady increase of 49.70 additional ad pages in 2010 versus 2008.




“We are continuing to break new business in 2011 with new accounts such as The Limited, Lacoste and Tommy Hilfiger," says People StyleWatch publisher Karin Tracy. "We are really excited about our upcoming March issue, which will be our biggest ever, as well as publishing 11 times in 2011 with our first July issue.”

Saveur
VP/group publisher Merri Lee Kingsly tells min that there are "tons of exciting new things going on in 2011 to stay true to our mission and grow the brand organically," including a new partnership with Sur La Table to create Saveur Cooks programs in 24 of the magazine's culinary centers. Kingsly also plans to launch an app that will be a valuable tool for the traveling foodie.

At Fitness, VP/publisher Lee Slattery says: "We have experienced two years of tremendous growth, and we continue to remain optimistic for 2011. Fitness has seen strong performances in beauty, food and automotive, and we feel confident that our brand will continue to grow in the year ahead on many fronts."

We wish all magazines and publishers continued success in 2011.


Top 10 Monthly Magazine Five-Year-Ad Page  Report (2006-2010)
Sorted by Highest Ad Page Gains 2010 vs. 2009
     ytd 2010 % Diff
# Ad 
page gain
yrs 2009 ytd 2008 Diff. ytd 2007 Diff. ytd 2006
1.  Vogue 2,306.26 15.96 317.37 1,988.89 -31.18 2,890.08 -9.73 3,201.66 4.73 3,057.12
2.  People StyleWatch 940.20 49.47 311.19 629.01 24.44 505.49 36.87 369.31
3.  Elle Decor 1,120.92 34.65 288.46 832.46 -34.04 1,262.09 -1.73 1,284.28 11.52 1,151.64
4.  Harper's Bazaar  1,791.74 17.65 268.80 1,522.94 -26.37 2,068.34 -0.33 2,075.20 17.11 1,772.00
5.  Marie Claire 1,343.63 19.47 219.01 1,124.62 -11.63 1,272.60 -7.95 1,382.51 3.13 1,340.53
6.  Chicago 1,345.75 18.91 214.00 1,131.75 -19.41 1,404.32 -10.46 1,568.30 0.04 1,567.67
7.  In Style 2,512.05 8.64 199.86 2,312.19 -15.89 2,749.13 -13.02 3,160.71 -9.35 3,486.61
8.  Real Simple 1,641.60 13.81 199.19 1,442.41 -15.23 1,701.60 -18.58 2,089.80 15.20 1,814.00
9.  Elle 2,286.26 9.11 190.82 2,095.44 -20.13 2,623.59 4.51 2,510.38 6.65 2,353.82
10.  Parenting (Early  Years)  961.35 21.60 170.77 790.58 -19.88 986.76 -6.90 1,059.90 -14.40 1,238.24


Top 4 Monthly Magazine Five-Year Ad Page  Report (2006-2010)
Sorted by Highest % Gains 2010 vs. 2008
ytd 2010 ytd 2009 ytd 2008 2010 vs. 2009
% Diff
2010 vs. 2008
% Diff 
ytd 2007 ytd 2006
1. People StyleWatch 940.20 629.01 505.49 49.47 86.00 369.31 -------
2. Saveur 451.78 379.70 338.21 18.98 33.58 349.21 353.71
3. Fitness 860.25 736.35 674.70 16.83 27.50 871.90 783.21
4. Better Homes/Gardens 1,738.64 1,724.97 1,688.94 0.79 2.94 2,050.09 1,957.33
Source: min data from publisher

Greer Jonas is managing editor of min.

If you have breaking news to share please contact min's editors.


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