AD AGE MAIN 09-20-04 B 1 AADB 9/15/04 3:29 PM Page 1 AdAgeSPECIALREPORT 9. 20.04 15TH ANNUAL MAGAZINE ONLINE TOP 10: 1.People 2.Sports Illustrated 3.Time 4.TV Guide Download the full pdf version of this 5. Better Homes & Gardens 6. Parade 7. Newsweek 8. Reader’s Digest Special Report at QwikFIND 9. Good Housekeeping 10.Woman’s Day aap96d Category star Frequency flier People power INSIDE Women’s titles claims 12% of ad pages Monthlies grab half the $32.49 bil. gross ‘People’ tops 300 list stretching from of Top 300 magazines. revenue from advertising, circulation. $1.24 bil. to $18.5 mil. in gross revenue. Page S-2 Page S-2 Pages S-6, S-8 AD AGE MAIN 09-20-04 B 2 AADB 9/15/04 3:28 PM Page 1 September 20, 2004 | Advertising Age |S-2 AdAgeSPECIALREPORT MAGAZINE 300 TOP MAGAZINES BY CATEGORY RANKED BY AD PAGES IN 2003 RANK AD TOTAL AD CIRCULATION MAGAZINE 2003 CATEGORY/TOP MAGAZINE BY AD PAGES PAGES % CHG REVENUE REVENUE REVENUE COUNT Top 300 revenue CONSUMER MAGAZINE CATEGORIES 1 Women’s (49) 41,300.11 7.5 $5,874 $4,233 $1,641 37 InStyle 3,045.65 0.5 356 293 63 2 Home service & home (24) 20,565.89 0.9 2,974 2,143 831 24 a record $32.5 bil. Better Homes & Gardens 2,116.81 10.8 836 663 173 3 Newsweeklies (36A) 19,836.26 0.1 5,460 3,388 2,073 9 Trio of ‘People,’ ‘SI, ‘Time’ in ad pages; business publications slipped 1.8%, People 3,705.31 0.2 1,235 751 484 the continuation of a long slide that began 4 General editorial (22) 17,299.83 2.6 3,808 2,437 1,372 20 immediately after magazines hit their previous The New York Times Magazine 3,363.20 1.5 265 265 0 forge to front of the field high-water mark for ad pages in 2000. 5 Business & finance (8) 16,238.03 -6.3 1,739 1,351 388 10 The first eight months of 2004 have been Forbes 3,124.67 -10.8 327 269 58 By R. CRAIG ENDICOTT flat, up 1.2% in ad pages, according to the 237 6 Men’s (30) 14,524.52 1.9 1,700 1,168 532 17 consumer and Sunday magazines monitored GQ 1,612.86 -8.0 150 131 19 he nation’s top 300 magazines by PIB, most of which are among the Top 300. generated gross revenue of $32.49 Publishers remain optimistic about higher 7 Sports (45) 14,029.98 -1.8 1,095 821 274 14 billion, up 5.9%, from advertising and growth in ad pages for the second half. Indeed, Transworld Skateboarding 2,496.38 -13.5 45 40 5 circulation in 2003. That’s a new high ad pages have grown in each month since 8 Brides, bridal (7) 8,201.43 8.6 416 386 30 3 T for the industry, passing the previous mark of May compared with the prior-year period. 3,128.05 35.1 105 98 7 Bridal Guide $31.23 billion set in 2000. In between have Business publications so far in 2004 9 8,092.69 0.7 689 549 140 8 Automotive (3) been two down years dulled by recession and advanced 0.4% in ad pages through July, Road & Track 1,225.69 3.0 121 101 20 the dot-com crash. according to the Business Information 10 Boating & yachting (6) 7,686.60 -5.1 207 189 18 5 Time Warner pulled off a trifecta as its Network unit of the American Business Power & Motoryacht 2,248.07 -2.5 53 52 1 weeklies, People, Sports Illustrated and Time Media association. Ad revenue was up 1.6%, 11 Music (33) 6,139.71 4.3 506 390 116 6 from its Time Inc. division, nabbed the top says BIN in predicting slightly higher page Rolling Stone 1,633.21 6.7 215 177 38 three spots with $1.24 billion, $936.2 million and ad revenue growth the rest of the year. 12 Travel (46) 6,041.27 10.9 641 402 239 6 and $920.8 million in gross revenue, Travel & Leisure 1,648.82 9.3 170 126 44 respectively, according to Advertising Age’s WOMEN’S TITLES THE BACKBONE 13 Fashion, beauty & grooming (18B) 5,775.20 -1.5 618 524 94 3 Magazine 300 report. The women’s category, containing the largest Vogue 2,958.12 2.4 329 284 45 People also led all magazines in gross ad number of publications in a Magazine 300 14 Metropolitan/regional/state (30A) 5,671.10 16.5 157 129 28 5 revenue at $751 million, up 5.2%, while TV category at 37, advanced 7.5% in page Texas Monthly 1,815.15 22.5 33 25 8 Guide paced the Magazine 300 in gross growth. Only travel magazines among the top 15 Parenthood (38B) 4,943.56 11.6 616 503 113 5 revenue from circulation at $541.1 million, a 10 categories surpassed that page growth, at Parents 1,571.95 8.5 215 180 35 decline of 2%, due to a 21.5% drop in 10.9%. Women’s magazines are the backbone BUSINESS/COMPUTER MAGAZINE CATEGORIES newsstand sales. Time slipped into No. 3, replacing the Gemstar-TV Guide 1 Computer/Internet* 26,152.70 0.0 1,164 1,041 123 17 International publication, now No. 4 in total Magazines showed CRN 2,675.33 12.1 72 72 0 gross revenue at $916.6 million, up 1.3%. 2 Electronic engineering (40) 6,726.60 -13.2 141 141 0 3 Broken down, magazines showed $22.96 $22.96 billion in ad EE Times 3,045.03 -13.1 78 78 0 billion in ad revenue, up 7.6%, and $9.53 3 Travel, retail (149B) 5,616.03 -21.5 149 149 0 2 billion in circulation, up 0.9%. Gross ad revenue and $9.53 Travel Agent 3,150.24 -25.6 95 95 0 revenue was slightly affected by a restatement 4 Business (20) 4,902.68 -4.6 336 211 125 6 by Publishers Information Bureau of 2003 ad billion in circulation The Economist 2,142.5 -7.2 117 55 62 revenue for its magazines without adjusting 5 Product design engineering (120) 4,048.00 0.7 53 53 0 2 2002 figures. The restatement did not affect of the Top 300, accounting for 12% of the Machine Design 2130.00 -0.5 25 25 0 ad pages. PIB is the source of much of this group’s total ad pages. 6 Restaurants & food service (127) 4,004.51 2.7 68 65 3 2 report’s consumer magazine ad data. As a Among the larger women’s magazines, Nation’s Restaurant News 2,707.85 8.8 49 46 3 result, Ad Age does not show year-to-year Meredith Corp.’s Ladies’ Home Journal grew 7 Electronic gaming (002) 3,847.69 -0.8 150 62 88 5 gross revenue growth in this report. the most in ad pages (up 24.3% to 1,510) PC Gamer 1,099.96 17.4 32 16 16 followed by Hearst Corp. Magazine 8 Travel, business conventions (149A) 3,511.74 -5.0 95 95 0 2 AD PAGES GAIN 0.9% Division’s Good Housekeeping at 1,688, up Meetings & Conventions 1,875.75 -8.7 55 55 0 Ad pages rose 0.9% in 2003 for the Top 300 to 10.5%. Time Inc.’s InStyle continued to 9 Medical & surgical (006) 3,422.00 1.5 37 31 6 1 345,502. Monthlies, accounting for 182 of the collect the most ad pages in the women’s Top 300 titles, grew 2.3% in ad pages as category at 3,045, up 0.5%. JAMA 3,422.00 1.5 37 31 6 weeklies (62 magazines) declined 2.7% and The computer/Internet class of 17 10 Educational (038) 3,169.00 -14.3 40 33 7 1 3,169.00 -14.3 40 33 7 fortnightlies ended the year virtually as they magazines remained flat at 26,153 ad pages, The Chronicle of Higher Education started, down 0.1%. The uptick for monthlies second in size to women’s, but a far cry from Note: Dollars are in millions. Results include only magazines in the Top 300. All revenue is gross and considered AA estimates. *Magazines are categorized according to their primary SRDS classification, except titles focused on computers/Internet which have been combined by is the first year-to-year page growth for any the computer/Internet’s 76,761 pages Ad Age. Magazines in this combined class are in SRDS business classes 32C and 20 and consumer class 10A. frequency category since 2000. Overall, generated by 30 publications in 2000. The dot- magazines in 2003 were abetted by ad page com crash and recession sapped much of the growth from autos (up 9.7%), drugs & energy from this category. In fact, 14 of the MAGAZINE 300 TOTALS FOR 2003 remedies (up 10.9%), home furnishings segment publications in 2000 no longer exist. (6.8%) and toiletries & cosmetics (4.5%), In 2000, they accounted for 35,000 ad pages. BY FREQUENCY AND MAGAZINE TYPE according to PIB. The third largest ad page category was TOTAL GROSS GROSS ADVERTISING ADVERTISING MAGAZINE The ad page count in 2003 remains short of home service & home at 20,566, up 0.9%, for REVENUE % CHG REVENUE % CHG PAGES % CHG COUNT 2000 levels in several leading magazine 24 magazines.