Media Disruption Continues: Massive Drop In Ads For News Magazines Says Pew Research
Media industry disruption continues. Pew Research reports a huge drop in ad pages in news magazines in the first half of this year.
Total consumer magazine ad pages dropped 4.9% compared with the first half of 2012, according to MPA data for the first six months of 2013, released July 9. But the drop in ad pages for five major news magazines—Time, The Economist, The Atlantic, The Week and The New Yorker—was far steeper, a combined 18% in the first half of 2013 compared with the same period a year earlier.
… the Economist took the biggest tumble among news magazines in the first half of 2013, suffering a 24% drop in ad pages. The Week was close behind with a 23% drop in ad pages. Declines at Time and The Atlantic, while less severe, still reached double digits, at 17% and 10% respectively. Only The New Yorker managed to keep its ad page losses to single digits, with a drop of 9%.
… Ad pages are considered a more reliable indicator of the financial health of a magazine than ad dollars because the dollar figures are based on rate card pricing that often does not reflect what an advertiser really pays.
Digital revenues are up but nowhere near enough to make up for print losses. And we don’t have a way to finance quality news journalism. This is very serious.