• by John Gaffney , September 9, 2002

Although the official Publisher’s Information Bureau report says magazine advertising revenue for the month of August increased only 2.7% compared to August 2001, there were several positive trends for the industry to fuel hope for a recovery.

Total August revenue closed at $1,071,446,001, according to Publishers Information Bureau (PIB). Ad pages for August totaled 14,498, down 5.8 % from last year. Year-to-date, advertising revenue closed at $9,904,147,271, a 0.0% change, and ad pages were 135,105, down 8.3% over the same time period last year. However some key categories showed signs of life.

The most notable and predictable increases came from pharmaceuticals, automotive and home furnishings. Financial services and real estate however, sparked up fro August. On track to lose almost 20 percent for the year, the category added a 30 percent increases for August revenue. The technology category, on pace to lose almost 30 percent for the year, was down only 4 percent in August. Losses were most significant in Retail, Apparel & Accessories and Media & Advertising.

So far year-to-date winners in the print category, in terms of ad pages, include two baby magazines, American Baby (+22%) and Child (18 %). FHM continued its assault on the young men’s market with a 74% increase, and competitor Gear cashed in at a 46% jump. Three women’s magazines had huge increases. Rosie, despite the management turmoil was is up 102 this year. Lucky (49%) and Real Simple (52%) also had a good end to summer.

Losers were once again led by financial/business magazines. Forbes (29%), Fortune (24%), Business Week (21%) and Money (24%) continue to struggle compared to 2001.