The all important index of advertising pages for magazines fell 9.4% in the first quarter of 2010 to 34,800 pages (compare to 1Q2009). This was a disappointment for most publishers, hoping the improved economy would turn the trend around. It was especially frustrating in that 2009 ad pages for the first quarter were down nearly 26% from 2008 to 37,200.
Comparing 1Q2010 to 2009, financial, insurance, and real estate actually saw an increase of 11.3% and cosmetics were up 7.6%; however, apparel and accessories were down 15.7%, pharmaceuticals down 15.6%, transportation and hotels down 13%, and media was down 13%. Fewer advertising pages generally translates into less editorial pages, as well, which means less paper consumed.
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