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Linage 1Q 07-26-04.qxd 7/29/04 3:03 PM Page 1

DataCenter August 2, 2004 | Advertising Age

CONSUMER ADVERTISING LINAGE FOR JANUARY-MARCH 2004

1st-quarter ad pages 1st-quarter ad pages 1st-quarter ad pages he second quarter's numbers for brightened 2004 2003 2004 2003 2004 2003 considerably from the sluggish first quarter detailed below, but METROPOLITAN PHOTOGRAPHY Teen Vogue C. 132.66 80.49 Victoria C. 0.00 70.43 some trendlines of the year began making themselves apparent Boston 269.20 279.50 American Photo (6X) C. 109.02 96.65 T Vogue C. 639.48 715.27 263.26 233.15 Outdoor Photographer (10X) 160.59 160.59 early. A near-flat performance at national business titles, which saw W Magazine C. 485.44 438.15 Chicago’s North Shore 126.63 122.37 PC Photo 104.87 120.57 Weight Watchers (6X) C. 148.13 126.18 ad pages sink 2.7% in the first quarter, nonetheless presages the 190.65 208.08 Popular Photography C. 380.00 390.76 Woman’s Day (15X) C. 347.02 357.89 Connecticut 136.26 176.50 TOTAL GROUP 754.48 768.57 positive figures that the big-three of McGraw-Hill Cos.' Business YM (11X) C. 108.69 190.16 Diablo 259.11 241.56 % CHANGE -1.83 Week, Forbes, and Time Inc.'s Fortune began putting on the board as TOTAL GROUP 11883.59 12059.13 Indianapolis Monthly 397.00 345.00 % CHANGE -1.46 the year went on. Elsewhere, travel titles significantly turned around Madison 116.74 97.99 SCIENCE/TECHNOLOGY their weak first-quarter performance, in which pages dropped 25.9%, 404.78 402.36 Minneapolis/St. Paul Discover C. 67.65 64.17 YOUTH with leading titles like American Express Publishing Corp.'s Travel & Minnesota Monthly Magazine 344.80 304.30 C. 200.23 165.38 Boys’ Life C. 24.72 28.16 New Jersey Monthly 185.30 203.50 C. 178.78 159.90 Leisure and Conde Nast Traveler pushing ad pages well into the black. Disney Adventures C. 38.21 26.30 Palm Springs Life 309.00 326.00 Scientific American C. 110.50 69.30 39.39 58.44 It looks likely this is the last truly ugly quarterly linage report Philadelphia 238.90 276.60 Spectrum C. 111.62 128.07 Nickelodeon (10X) C. 48.25 63.43 publishers will suffer through; the unanswered question is if the ad-page Phoenix Magazine 213.29 166.57 Technology Review (6X) C. 85.01 76.12 Sports Illustrated for Kids C. 150.57 176.33 Rhode Island Monthly (13X) 210.91 201.53 TOTAL GROUP 753.79 662.94 TOTAL GROUP recovery remains halting or picks up speed in the months to come. -14.61 San Diego 295.50 272.75 % CHANGE 13.70 % CHANGE —JON FINE San Francisco Magazine 168.59 168.60 Texas Monthly C. 333.58 365.52 TRAVEL BUSINESS/NATIONAL 1st-quarter ad pages 1st-quarter ad pages The Washingtonian 283.74 275.11 Arthur Frommer’s Budget Travel C. 115.00 151.70 ABA Journal C. 71.73 76.38 2004 2003 2004 2003 TOTAL GROUP 4747.24 4666.99 Conde Nast Traveler C. 303.27 314.11 Barron’s (52X) C. 379.68 313.42 AUTOMOTIVE Town & Country C. 329.87 305.61 % CHANGE 1.72 Endless Vacation (6X) C. 157.46 183.69 Black Enterprise C. 192.91 195.69 Travelhost 362.17 352.34 Nat’l Geographic Traveler (6X) C. 100.44 109.49 Business 2.0 C. 115.01 99.17 Automobile Magazine C. 183.72 189.78 Utne Magazine (6X) 70.89 70.86 MUSIC/ENTERTAINMENT Travel & Leisure C. 330.21 355.83 Business Week (52X) C. 603.78 588.69 AutoWeek (52X) C. 247.81 279.53 Vanity Fair C. 444.15 375.86 0.00 18.00 Travel Holiday (10X) C. 0.00 242.77 Economist (52X) C. 550.73 544.00 Car & Driver C. 270.97 235.12 The Cable Guide C. Yankee C. 107.51 101.53 183.84 172.67 TOTAL GROUP 1006.38 1357.59 Entrepreneur C. 364.05 371.98 Cycle World C. 186.75 197.31 Country Weekly (26X) C. TOTAL GROUP 5482.93 5326.47 0.00 50.00 % CHANGE -25.87 Fast Company (6X) C. 130.49 169.10 Dirt Rider 248.25 275.92 Movieline (11X) C. % CHANGE 2.94 224.23 287.98 Forbes (26X) C. 654.73 644.57 Family Motor Coaching 538.68 550.16 (52X) C. 100.13 100.67 WEEKLIES/BI-WEEKLIES Fortune (26X) C. 590.36 587.15 Hot Rod C. 11.92 95.28 People En Espanol (10X) C. HOME 89.13 85.57 C. 185.15 166.49 Fortune Small Business C. 73.13 76.44 Motor Trend C. 243.83 236.81 Premiere C. American Woodworker (7X) C. 44.35 53.96 197.74 214.01 The Army Times Military Group: Harvard Bus. Review (6X) C. 79.50 115.77 Motorhome 217.26 207.66 Rolling Stone (25X) C. Architectural Digest C. 339.66 361.23 194.54 249.35 Air Force Times (52X) 259.70 296.72 Inc. Magazine C. 165.24 170.48 Ride BMX (9X) C. 191.92 227.16 Star (52X) C. Better Homes & Gardens C. 436.83 412.32 208.97 264.00 Army Times (52X) 278.93 295.68 Kiplinger’s Personal Finance C. 123.94 133.82 Rider 95.00 98.00 The Source C. Columbus Monthly Homes (4X) 23.25 28.07 131.82 143.49 Navy Times (52X) 276.88 289.00 213.71 192.04 Road & Track C. 283.43 264.85 Spin C. Money C. Country Home C. 177.31 148.33 122.33 126.33 Entertainment Weekly (52X) C. 366.97 396.32 0.00 83.31 Trailer Life 178.05 201.01 Sound & Vision C. Red Herring C. C. 236.54 198.87 243.80 250.91 Golfweek (52X) 221.45 235.55 188.24 173.24 TOTAL GROUP 2897.59 3058.59 Vibe (10X) C. SmartMoney C. Elle Decor (8X) C. 107.71 107.58 World C. 254.76 260.15 -5.26 TOTAL GROUP 1696.53 1962.98 Worth (10X) C. 0.00 86.05 % CHANGE 114.27 111.67 Jet (52X) C. 258.10 280.50 Family Handyman (10X) C. % CHANGE -13.57 TOTAL GROUP 4497.23 4621.30 34.38 35.81 National Journal (50X) C. 149.67 202.92 Garden Design (6X) C. % CHANGE -2.68 BOATING & YACHTING 51.02 65.81 Gardener (6X) C. 21.61 19.02 OUTDOOR & SPORT The New Republic (48X) B. Boating C. 349.50 346.90 Home (10X) C. 133.67 134.59 New York Magazine (46X) C. 601.18 518.08 American Handgunner (6X) 111.20 113.30 455.31 495.50 BUSINESS/REGIONAL Chesapeake Bay 169.20 181.21 House & Garden C. 129.23 175.28 The New Yorker C. American Hunter 69.32 71.61 490.90 446.31 352.34 333.32 Motorboating C. 302.20 325.78 C. 186.22 186.29 Newsweek (52X) C. Caribbean Business (52X) E. American Rifleman (11X) 71.86 82.22 736.97 808.37 246.00 229.00 Offshore 295.38 280.66 Martha Stewart Living (10X) C. 174.42 264.20 People (51X) C. Crain’s Chicago Bus. (52X) Backpacker (9X) C. 105.94 100.56 190.00 167.42 168.00 156.00 Power & Motoryacht C. 643.48 648.63 Metropolis (10X) 120.83 168.21 Sporting News (52X) C. Crain’s Cleveland Bus. (52X) B.A.S.S. Times 123.15 119.19 558.27 571.94 172.53 168.60 Yachting C. 626.91 541.94 (6X) C. 203.53 175.97 Sports Illustrated (52X) C. Crain’s Bus. (52X) Bassmaster (10X) C. 136.04 160.48 Time (52X) C. 529.65 533.11 234.00 204.00 TOTAL GROUP 2386.67 2325.12 Midwest Living (6X) C. 315.71 90.30 Crain’s New York Bus. (52X) E. Bicycling (10X) C. 56.14 66.52 TV Guide (52X) C. 623.25 652.69 116.16 129.86 % CHANGE 2.65 OG-Organic Gardening (9X) C. 41.81 50.08 Georgia Trend 55.33 50.58 333.21 291.93 Phoenix Home/Garden 405.65 360.53 Ducks Unlimited (6X) C. U.S. News & World Report (50X) C. Indianapolis Bus. Jrnl. (52X) E. 302.89 323.84 331.06 334.27 340.37 304.66 COMPUTERS San Diego Home/Garden (14X) E. 199.88 208.21 ESPN Magazine (26X) C. (40X) C. Pacific Bus. News (53X) E. 212.70 268.90 105.97 95.04 TOTAL GROUP 7161.74 7279.15 Southern Accents (6X) C. 184.02 178.60 Field & Stream C. The Business Review (52X) 241.40 273.19 PC Magazine C. 385.04 426.02 155.50 161.50 % CHANGE -1.61 Southern Living C. 302.90 324.93 Flying C. TOTAL GROUP 2046.02 2086.71 PC World 259.70 252.70 358.60 371.90 Sunset Magazine C. 189.95 220.21 Florida Sportsman % CHANGE -1.95 Wired C. 198.59 173.37 339.38 381.86 This Old House (6X) C. 158.37 142.14 C. WOMEN’S//SERVICE TOTAL GROUP 843.33 852.09 Traditional Home (6X) C. 92.75 89.44 C. 301.87 320.13 Allure C. 219.72 227.30 % CHANGE -1.03 NATIONAL SUNDAY MAGAZINES Veranda C. 231.18 201.56 Guns Magazine E. 81.80 82.70 Bridal Guide C. 1031.69 940.69 American Profile C. 123.44 115.90 Workbench (6X) 62.50 69.10 In-Fisherman (8X) 148.20 135.30 Bride’s (6X) C. 989.59 1195.62 Parade (52X) C. 160.41 169.60 GENERAL TOTAL GROUP 4668.53 2905.05 (7X) 191.00 145.00 Cosmogirl (10X) C. 116.23 110.19 USA Weekend (52X) C. 151.90 150.42 AARP - The Magazine C. 86.02 73.32 -9.55 Nat’l Geographic Adventure (6X) C. 71.30 77.88 378.48 347.79 % CHANGE Cosmopolitan C. 26.00 28.00 50.25 54.00 Vista Magazine (12X) American Heritage (8X) C. 27.00 31.87 Outdoor Life C. Elegant Bride (8X) 156.25 n/a TOTAL GROUP 461.75 463.92 ARTnews 169.75 235.92 Outside Magazine C. 139.59 144.78 Elle C. 349.42 360.32 IN-FLIGHT & OTHER PASSENGER % CHANGE -0.47 139.73 140.55 NFL Insider (8X) C. 0.00 49.00 The Atlantic Monthly C. Alaska Airlines 177.90 147.90 C 52.67 51.67 51.46 62.98 Runner’s World C. 114.00 98.42 Audubon (6X) C. American Express’ Sky Guide C. 60.23 60.73 Essence C. 284.31 283.67 0.00 85.52 Salt Water Sportsman C. 328.30 322.58 NEWSPAPER SUNDAY MAGAZINES Biography C. America West Airlines Magazine 228.00 176.00 Family Circle (15X) C. 301.50 311.32 223.33 224.12 86.95 90.86 Chicago Tribune (52X) N/A 250.55 Bon Appetit C. American Way (24X) C. 302.03 291.10 Shooting Times Magazine Family Fun C. 105.59 94.93 40.00 38.16 Times C. 193.82 142.61 Buena Vida 139.64 133.45 Hemispheres C. 158.65 132.47 Sierra (6X) C. Fitness (10X) C. 192.04 215.15 191.81 257.13 The New York Times C. 837.94 773.33 Celebrated Living C. 40.00 34.33 Nexos (4X) C. 45.33 47.50 Ski (8X) C. Glamour C. 265.37 284.58 153.58 176.13 Seattle Times 203.00 205.00 Coastal Living (6X) C. 189.26 231.02 Sky Magazine C. 176.45 166.23 Skiing (7X) C. C. 392.50 359.92 64.92 72.58 169.00 176.50 Cooking Light (11X) C. 261.28 270.37 Southwest Airlines Spirit C. 252.01 222.96 Tennis C. Golf for Women (6X) C. 53.28 47.88 B. 89.64 137.00 1403.76 1547.99 Departures (7X) C. 225.20 197.67 US Airways Attache C. 158.04 141.51 Transworld BMX C. Harper’s Bazaar C. 350.16 327.41 TOTAL GROUP 497.46 635.52 -9.32 Diabetes Forecast C. 128.43 170.67 TOTAL GROUP 1558.64 1386.40 Transworld C. Health C. 199.47 194.27 % CHANGE 462.54 505.78 Ebony C. 240.80 256.19 % CHANGE 12.42 Transworld Snowboarding (8X) C. Imagen 246.97 248.26 0.00 137.85 Food & Wine C. 275.62 224.85 Transworld Stance C. In Style C. 731.39 686.78 192.83 117.33 Gourmet C. 223.86 219.83 MEN’S Transworld Surf (9X) C. Jane (10X) C. 138.10 163.45 97.12 72.54 Travel & Leisure Golf (6X) C. 188.67 180.87 322.01 339.83 Guideposts C. 108.80 115.80 Ladies’ Home Journal C. Blender C. 5414.20 5888.03 Medizine C. 60.04 42.94 TOTAL GROUP Latina C. 121.11 144.46 Details C. 222.00 209.22 -8.05 My Generation C. 0.00 21.75 % CHANGE Lifetime C. 69.59 0.00 Esquire C. 213.50 204.68 Linage is given in paid ad pages. (X) represents National Geographic C. 111.93 81.34 Lucky C. 243.49 251.48 the number of times published each year; publi- Firehouse Magazine 146.33 200.76 Natural History C. 53.57 74.35 PARENTHOOD C. 248.67 284.75 cations are monthly unless otherwise specified. FHM (11X) C. 169.94 133.67 Out C. 138.24 125.84 American Baby C. 161.73 150.99 Modern Bride (6X) C. 509.89 552.15 Sectional linage is prorated to circulation of re- GQ C. 251.96 322.52 Paper Crafts Magazine (10X) 53.28 54.38 Baby Talk (10X) C. 84.35 99.97 More (6X) C. 149.70 118.50 gional editions. A. Figures do not reflect compa- Maxim (12X) C. 218.38 231.65 Prevention C. 278.07 251.26 Child (10X) C. 173.49 158.42 O-The Oprah Magazine C. 292.17 259.50 rable number of issues. B. Incomplete report, not 177.29 179.80 Reader’s Digest C. 239.58 200.20 Men’s Fitness C. Fit Pregnancy (6X) C. 117.12 89.30 Organic Style (6X) C. 80.68 83.56 included in group total and percentage change. 179.33 175.05 Reader’s Digest Large Edition C. 52.34 48.80 Men’s Health (10X) C. Nick Jr. (6X) C. 40.45 44.75 Real Simple C. 193.77 168.75 C. Figures suppled by Publishers Information Bu- Reader’s Digest Selecciones C. 85.86 100.84 Men’s Journal C. 170.42 186.20 Parenting C. 216.91 222.26 C. 253.48 300.62 reau. D. New magazine, comparable results not available; not included in total group and per- Remedy C. 83.03 40.40 Muscle & Fitness C. 334.17 383.20 Parents Magazine C. 303.01 319.71 Self C. 186.39 226.33 centage change. E. Current time periods include Robb Report C. 232.83 216.83 Playboy C. 186.78 136.90 Scholastic Parent & Child (6X) C. 49.88 41.67 Seventeen C. 214.47 228.61 a special issue. makes no attempt to veri- 83.60 81.69 150.16 157.92 86.34 70.55 225.44 236.56 Saturday Evening Post (9X) C. Stuff for Men C. Working Mother C. Shape C. fy figures and is not responsible for inconsisten- 60.12 59.22 1233.28 1197.62 227.02 290.98 Saveur (8X) C. TOTAL GROUP 2529.06 2637.37 TOTAL GROUP (52X) C. cies or errors. Compiled by Brooke Capps. Smithsonian C. 117.35 128.55 % CHANGE -4.11 % CHANGE 2.98 Teen People (10X) C. 129.56 143.28