Top Five Q1 Group Pubs: Time Inc. Is ‘InStyle’

By Steve Cohn

Under normal circumstances, a 6-up/20-down ratio in group publishers’ cumulative ad pages for first-quarter 2010 vs. 2009 would have been judged a disaster, but next to the year-end 2009 vs. 2008 horror show where differentials south of -20% were the norm, the numbers here are tolerable. Time Inc.’s +6.15% is the best among the multi-title majors, courtesy of the first-quarter performances by People StyleWatch (+136.85%), People en Español (+11.08%), InStyle (+17.88%), Entertainment Weekly (+26.67%) and People (+14.79%)—all feathers in the cap for Style & Entertainment Group president Paul Caine.

Publishing Group of America’s SVP, chief revenue officer Carol Campbell Boggs tells min that in this challenging economy, the three titles Relish (food), Spry (health) and American Profile (general interest) have taken an upbeat and "heartland" approach. "All three titles have a suburban footprint with varying demographic profiles," says Boggs. "And all three titles cume very fast and are proven to drive sales across diverse categories. Our expansion beyond print—offering this same mass reach in digital, TV and events (w/the Relish Cooking Shows & Expos in 17 markets)—have enhanced our brand profile and appeal to advertisers. In fact, we’re up 27% [in the] first half 2010 vs. 2009."

The top five chart below is sorted by most ad pages gained January-March in 2010 compared to 2009. See the complete chart of 26 group publishers.

Greer Jonas is managing editor of min.


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