Mag Bag: Ad Pages Continue To Fall

by Erik Sass, Oct 18, 2012, 5:03 PM

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2012 is shaping up to be another lousy year for consumer magazines, at least as far as print advertising is concerned. According to the latest quarterly tally from the Publishers Information Bureau, total ad pages fell 8% to 36,059 in the third quarter of this year. That follows similar declines in the first and second quarters of the year; in the first nine months of 2012, ad pages are down 8.6% to 110,843.
 
Out of 216 titles tracked by PIB, 153 experienced declines in ad pages in the third quarter, including 88 which experienced declines of 10% or more, and 41 which experienced declines of 20% or more.
 
Women’s interest titles were especially hard hit. In the domestic category, Ladies’ Home Journal fell 33.3% to 155; Martha Stewart Living 32.3% to 153; Good Housekeeping 16% to 277; and Family Circle 12.2% to 299. In women’s lifestyles, Redbook fell 29.5% to 238, while Cosmopolitan slipped 10.8% to 355. In the celebrity category, In Touch Weekly fell 20.9% to 135; Life & Style Weekly 19% to 97; Entertainment Weekly 12.5% to 231; and People 11.7% to 719. Glamour was down 16.7% to 320, and shopping mag Lucky tumbled 27.4% to 214.
 
Newsweeklies also took their hits, with Time down 15.4% to 244, The Economist down 12.5% to 325, and Newsweek (whose print edition will close at the end of the year) down 9.4% to 165. Among business titles, Entrepreneur slid 15.7% to 171; Bloomberg Businessweek 14.3% to 292; Inc. 12.4% to 146; Fortune 11.7% to 371; and Money 11.4% to 123.
 
NYT To Relaunch T Style Mag
 
The New York Times is planning a comprehensive revamp of T: The New York Times Style Magazine. The relaunch will expand its coverage of all things luxury-related, as well as give the magazine a new look and publication schedule, beginning with its February 17, 2013 issue. That coincides with Deborah Needleman taking over the top spot as editor.

The issues will retain their themes dedicated to women’s fashion, men’s fashion, design, travel and holiday, but with a broader range of culture and style topics from the worlds of fashion, beauty, art, design, travel and lifestyle. In addition, the revamped mag will have a larger format, higher-quality paper stock and an increased number of pages in the feature as well. It will also publish 13 times a year -- down from 15, but with a more regular schedule.
 
Keffer Takes On New Events Roles For Atlantic
 
Elizabeth Baker Keffer, who currently serves as president of AtlanticLIVE and vice president of The Atlantic, is taking on additional roles for the company, including president of QuartLIVE, the events division of Atlantic Media Company's new global business brand Quartz, and senior vice president and group publisher of live events for all of Atlantic Media Company.

As the head of AtlanticLIVE, Keffer has led a team producing hundreds of editorial events around the country, including an Economy Summit featuring Paul Volcker, Robert Rubin, Sheila Bair, and Larry Summers, and a Food Summit with Martha Stewart and Mario Batali. She also led the development of annual conferences with the Aspen Institute including the Aspen Ideas Festival, the Washington Ideas Forum, and (most recently) The Atlantic Meets the Pacific.
 
DeLuca To SVP, Publishing Director At AmEx
 
American Expressing Publishing has named Steven DeLuca to the newly created position of senior vice president and publishing director, giving him responsibility for oversight of Travel + Leisure, in addition to his current responsibilities as publisher of Departures and Black Ink. Jan Meyer, who previously served as associate publisher of Food & Wine, is also taking up a new role as publisher of Travel + Leisure.

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