September is forecasted to be a depressing month for magazines this year. Ad pages are down significantly for that month, which is usually the most profitable issue for many magazines. But the economy isn’t the only reason numbers are down. Ad dollars are shifting elsewhere and they aren’t likely to come back any time soon.
Magazine ad revenue is down 21.2% in the first half of 2009,
according to the Publishers Information Bureau, and ad pages at publishers like Conde Nast, Time Inc. and Hearst titles
were down at many publications in September by between 20% and 60%. Usually a rebound from the slow summer months, a slim September issue spells trouble for many publications.
releasing September ad numbers (fashion leader Vogue is down over 200
ad pages from September of last year) Conde Nas’t seniro VP Lou
Cona said that: “This is not about magazines, this is about the
recession. Given the media recession and the
overall economic recession, I think we are incredibly proud.”
But there are many factors indicating that magazines won’t be bouncing back when the economy recovers.