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2010 Magazine Wrap-Up

December 30th, 2010 by Amy Loop, Media Planner/Buyer

In a year plagued by record high unemployment, stock market chaos and advertising budgets slashed, the print industry was off to a shaky start, but in the end, things appear to be looking up. MediaBuyerPlanner.com reported that in 2009, the number of failed magazines was 596, while in 2010 the number of failed magazines was significantly less at 176. The magazine industry is starting to stabilize with 193 magazine launches in 2010, and 28 online-only formats.

Magazine publications also experienced an increase in ad pages during 2010. According to MediaBuyerPlanner.com, “for the year, ad pages increased 4.2% with ad pages up 7% in December.” People StyleWatch had the largest percentage gain of 49.5%.

Although monthly magazines showed an increase in ad pages and a gain in subscribers, the Newsweeklies saw huge loses. MediaPost reported that monthly magazines such as Bon Appétit, First for Women, and Fitness saw double – digit percentage gains in 2010. Newsweek saw its total audience tumble 16.1% to 13.9 million, while Time slipped 8% to 19 million. Readers Digest took the biggest hit, experiencing a 17.2% decline in audience.

See related article by Lindsey Patterson: “And the Winner Is …“

Tags: magazines, Media
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Media: Magazine update

July 30th, 2010 by Lindsey Patterson, Senior Media Planner/Buyer

Ad Spending Update

As the U.S. economy continues to see “green-shoots,” this same trend is happening among the magazine industry. According to Media Industry Newsletter, monthly magazines saw total ad pages grow 7.9 percent in June and 4.9 percent in the second quarter of 2010 compared to the same periods last year. Although these are modest increases, this marks the first quarter of positive growth after nine consecutive quarters of drops.

Early indicators show that Q3 will continue this trend, as July paging is up and the all-important September fall fashion issues are seeing growth as well. Although there has been positive news recently, according to PricewaterhouseCoopers, print ad spending in U.S. consumer magazines is set to decline again in 2010, 2011 and 2012 before finally rebounding in 2013 and 2014. I guess only time will tell.

Industry Updates

Over the last three months, there have been many changes to the magazine space, including Gourmet’s revival , rate base cuts to Meredith’s Ladies’ Home Journal and Traditional Home , USPS announced a potential rate hike of 8 percent and new publications in the works from Condé Nast. Magazine publishers continue to explore the emerging digital space and have embraced not only the iPad, but are also planning to sell subscriptions on Facebook.

Innovation

Finally, the following are some new innovative programs/opportunities in the print space:

Bon Appétit, Kraft Create Corner Takeover Ads

New Belgium Fat Tire Ale “Inserts’” Fans In Print Ad

“Us Weekly” Rents Runway

Additional Articles:

Ad Spending

Monthly Mags Ad Pages Up 5% For Q2

Magazine is well red – Celebrity glossy OK! racks up $175M in losses

Glimmer of Hope as Monthlies See Ad Pages Heat Up in July

September Fashion Mags on the Upswing

‘Glamour’ Improves September Ad Pages 57%

Magazine Ad Pages Rise in 2Q, Food, Sports Spike

Magazine Print Ad Revenue Will Ebb Until 2013, Outlook Says

Industry Updates

Magazines’ Pitch to Marketers: Our Ads Will Work — We Promise

New Yorker Plans One Price for Access Across Digital Platforms

Magazines to Sell Subscriptions Within Facebook’s News Feed

25% of Subs Come from Web

Meredith Acquires Mobile Marketer Hyperfactory

Magazine Shutdowns Slow Drastically

Tags: magazine ad spend, magazine ads, magazine spending, magazines
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The power of print

May 19th, 2010 by Lindsey Patterson, Senior Media Planner/Buyer

Growing up, my brother and I used to visit my mom at work (she was also in the ad industry). She would point us to the industrial-sized laundry hamper-looking bins filled with magazines and we would dig and dig until we walked out with a four-inch stack each. We would read for hours as she worked and come to think of it now, those were some good times.

As a print lover, there is nothing better than sitting down with a magazine and getting lost in the pages. Whether curled up on the couch, lounging on the beach or in an office, there is something so satisfying about the temporary escape.

Print has gotten a bad rap lately with the explosion of technology, social media, etc. Critics have said that print will die with time, but nothing seems to be further from the truth when you look at the numbers. To get the word out about print’s true influence, some of the publishing powerhouses created a moving campaign called Magazines, The Power of Print. Backed by Hearst; Meredith; Time, Inc.; Condé Nast; and Wenner Media, this national campaign is running across a variety of print titles as well as online. Check out the website www.powerofmagazines.com to learn more, as well as to see their creative below.