• by Erik Sass  @eriksass1, July 10, 2013

The total number of ad pages in consumer magazines slipped 4.5% to 38,440 in the second quarter of 2013 versus the same period in 2012, according to the latest figures from the Publishers Information Bureau. In the first half of the year, total ad pages fell 4.9% from 73,063 to 69,448.
 
Results were uneven, with some titles faring better than others in the same categories. 

For example, among fashion titles Lucky was down 10.3% to 207 ad pages, Glamour fell 7.4% to 377, and People Style Watch slipped 4.1% to 359 -- but Elle was basically flat with a 0.6% increase to 605 ad pages. However, In Style edged up 1.9% to 699, Vogue was up 2.5% to 509, Teen Vogue increased 5.3% to 204, and Harper’s Bazaar jumped 15.4% to 451.
 
In the domestic category, Better Homes and Gardens fell 13% to 337 ad pages, Good Housekeeping was down 6.5% to 300, and Ladies’ Home Journal slipped 5.1% to 191. Family Circle saw a smaller decline of 1.8% to 318 ad pages, and Martha Stewart Living jumped 22.6% to 239 pages.
 
Among women’s lifestyle titles, Cosmopolitan edged up 1.8% to 397 ad pages, More was up 3.1% to 197, and Woman’s World increased 15% to 87 -- while Redbook was down 4.8% to 290, Self was down 13.4% to 249, and Woman’s Day tumbled 14% to 293.
 
One exception to the trend was men’s lifestyle titles, where most of the category was on the upswing. Details increased 14.2% to 192 ad pages, GQ climbed 6.8% to 301 pages, Esquire was up 4.7% to 253, and Men’s Journal edged up 4.1% to 243. Maxim, by contrast, decreased 4.9% to 103 pages. In the fitness category, Men’s Health soared 33.2% to 265 ad pages, and Men’s Fitness grew 13.3% to 226 pages.

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