MSLO TV, Mags Endure 2011 Ad Slump

Martha-StewartMartha Stewart Living Omnimedia didn’t escape the fourth-quarter downturn that struck the rest of the magazine business. Weakening print advertising demand resulted in substantial revenue declines. Revenue declines on the broadcasting side also contributed to the fourth-quarter slump.

Total revenues at MSLO came to $61.7 million in the fourth quarter of 2011, down 15% from $72.6 million in the fourth quarter of 2010. Publishing revenues slipped 13% from $44.6 million to $38.8 million, due to lower print and digital advertising revenues.

Meanwhile, MSLO’s broadcasting revenues tumbled 40% from $16.4 million to $9.8 million, due to lower programming and advertising revenues. The one bright spot was merchandising, where revenues increased 13% from $11.6 million to $13.1 million, due to strong sales of the Martha Stewart Living line at Home Depot.

For the full 2011, total revenues came to $221.4 million, down 4%. Publishing revenues dipped 3.2% to $140.9 million, while broadcasting revenues plunged 24.6% to $32 million. Merchandising revenues increased 13.6% from $42.8 million to $48.6 million.

Separate figures from the Publishers Information Bureau showed that ad pages at Martha Stewart Living slipped 6.2% to 1,079 in 2011, while ad pages at Everyday Food decreased 21.2% in 2011, to 327. Ad pages at Whole Living slipped 2.8% to 559. However, ad pages at Martha Stewart Weddings increased 9.9% to 1,007.

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