• Newsweek, Thursday, October 8, 2009 10:40 PM

Newsweek's analysis of industry data provides evidence that Conde Nast could see its ad revenue drop by $1 billion in 2009. Through August, ad dollars already have plunged by about $600 million compared to last year. All of Conde's two dozen magazines have suffered declines, most stretching into the double digits.

To get its $1 billion figure, Newsweek studied the magazines' monthly ad revenue figures based on their rate cards, which are supplied to the PIB. Conde Nast is believed to steadfastly adhere to its stated rates. Among the hardest hit are Architectural Digest, with revenue off by almost half to $54 million, Condé Nast Traveler, down 42% to $62.1 million and Wired, down 35% to $33.4 million.

Revenue figures for September and October issues are not yet available. However, diminished page counts suggest the shortfall is continuing. Barring an ad rebound, revenues for the rest of the year are likely to put the overall revenue decline just about at the $1 billion mark.

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