• Media Life, Wednesday, December 7, 2005 10:45 AM

A year after relaunching as a weekend newspaper supplement, and amid much industry buzz centered on its perceived lifelessness, especially on the ad side, Time Inc.'s Life magazine is finally showing some improved vital signs. The book "may finally be catching on," observes Media Life, the online site. "The magazine has secured more than 30 advertisers who have never before appeared in weekend supplements, and it projects ad pages for the fourth quarter will be up 40 percent over the 2004 period." Some of the magazine's higher-end advertisers--Pontiac, Charles Schwab, and American Express--do not book space in Life's main competitors, Parade and USA Today. A full-page ad in Life costs $310,000.  While the book is beginning to gain some traction, Media Life predicts that "Life still has way far to go before it can be thought of as even a limited success. Media people say it will be at least another year before it's clear whether its upward trend in ad pages will continue."

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