• by Erik Sass  @eriksass1, October 11, 2010

Total consumer magazine ad pages increased 3.6% in the third quarter compared to the same period last year, rising from 38,985 to 40,388, according to the Publishers Information Bureau. This was the second quarter in a row where the industry saw ad pages increase. However, year-to-date ad pages are still down 1.6% to 118,717 in the first nine months of the year.

Total rate-card revenue increased 5.3% from $4.54 billion in the third quarter of 2009 to $4.78 billion this year, contributing to the year-to-date total increase of 2.6% to just over $14 billion.

Seven of the 12 major ad categories tracked by PIB saw ad pages increase -- including automotive, up 42%, technology, up 12.3%, toiletries and cosmetics, up 6.5%, and food and food products, up 2.1%. Retail increased 7.2%, apparel and accessories 5.6%, and media and advertising 3.6%. The number of titles enjoying growth in ad pages jumped from 25 in the third quarter of 2009 to 136 this year.

While the third-quarter increase is welcome news for the beleaguered magazine industry, the total number of ad pages is down dramatically from just a few years ago, reflecting a sudden, steep decline which began before the current economic downturn took hold.

2010's third quarter total of 40,388 is down 33% from 60,420 in the third quarter of 2006, also per the PIB. The year-to-date total of 118,717 is also down 33% from 178,480 in the first nine months of 2006.

Declines in official rate-card revenue have not been quite as steep, but these figures are probably somewhat inflated. Publishers tend to offer discounts to media buyers behind closed doors.