Most of the major business magazines saw a decrease in advertising revenue in September compared to the same month a year ago, according to statistics on the Magazine Publishers of America web site.
As for the rest of the biz magazines, the results were abysmal. Here are the specifics:
–Business 2.0’s ad revenue fell 7.4 percent to $3.7 million for the month. Its ad sales had been up in August.
—BusinessWeek‘s ad sales fell 8.9 percent to $28.1 million in September after seeing its August ad sales rise 14 percent.
—Forbes reported a 4.2 percent decrease in September ad sales to $30 million. Its ad sales had been up 32.9 percent in August.
—Fortune‘s ad sales fell 28.1 percent to $26.1 million in September after declining 12 percent in August.
–Kiplinger’s ad sales dropped 19 percent to $3.1 million. Its ad sales fell 7.7 percent in August.
—Money magazine dropped 6.6 percent of its ad sales to $12.2 million in September.
–Smart Money fell 5.4 percent to $4.0 million in ad sales.
For comparison, total ad sales for the magazine industry rose 6.5 percent for September. In other words, business magazines are lagging behind their competitors.
Here are the year-to-date totals. For the first nine months of the year, all of the above magazines except BusinessWeek, Fortune and Money have seen an increase in ad revenue.
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forget ad revenues. focus on the ad pages. neither PIB nor anyone on the outside knows what the "real" ad revenues. Just counting the total number of ad pages by the published ad rates is as useless as multiplying the MSRP of a GM vehicle by the number of vehicles sold to determine the total revenues.
Would you buy a car for the list price? Do real estate appraisers determine the value of a home by comparing the asking price, or the actual sale price?
note: the gap between rate card page rates and actual paid rates is bigger than the gap between auto sticker prices and the actual price paid.
Can't help but wonder why you did not report Entrepreneur's numbers. We are the number one business magazine sold on the newsstand...
Lisa Murray
VP/Marketing
Entrepreneur Media