• by John Gaffney , December 10, 2002

Turns out November was the best month of the year for magazines. Advertising revenue for the month of November increased 12.6% compared to November of last year, closing at $1,758,924,620, according to Publishers Information Bureau (PIB). Ad pages for November totaled 24,317.2, up 6.9% from last year. Year-to-date, advertising revenue closed at $15,137,731,395, an increase of 3.3%, and ad pages were 206,409.5, down -4.5% from last year.

Comparing November 2002 to 2001, 11 of the top twelve major advertising categories experienced an increase in advertising revenue over November 2001. Double digit gains were seen in most categories. The highest achieving product areas were home furnishings at a 30% increase, media (19%), automotive (18%) and toiletries. Pharmaceuticals fell off its torrid pace but still posted a 9% gain.

Year-to-date dollars are up in seven categories. Only the technology slump (12%) hit the downslope compared to 2001.

Some individual titles reaped big ad page jumps. Fitness titles in particular had a great November as the holidays approached. Fitness (74%) Mens’ Health (35%) and Shape (40%) all spiked. Other notable increases: Child (40%) Cosmogirl (45%) FHM (39%) and Forbes (45%).