Magazine ad pages down, says new LNA report

Deep drops in the third and fourth quarters led to negative advertising growth for the country's leading consumer mags in 2008, according to reports provided to Masthead Online by Leading National Advertisers Canada.

According to reports for Masthead Online by Leading National Advertisers (LNA) Canada, total run-of-press ad pages were down 7.2% (including inserts and supplements) for 84 of Canada’s leading magazines as tracked by LNA last year.

Only 12 magazines showed ROP page growth over 1%. Of those, Transcontinental Media’s More led the way at 46.1%, while its closest competitor was Rogers Publishing’s MoneySense, which saw relatively modest growth of 11.5%. Westworld Alberta gained at 9%, Famous Magazine at 8.6%, Glow at 8.4%, Westworld BC (7.7%), Profit (7.6%), Toronto Life (6.1%), Canadian Business (6%) and Elle Canada (4.2%).

According to rate card estimates, ad dollars fell 3.1%, from $733.7 million to $695.9 million. In the third quarter, ROP ad pages declined by 12.2%, and suffered an even steeper decline of 15.7% in Q4.

Of the 64 magazines with negative growth of 1% or worse, 42 saw double-digit percentage declines. These are among the hardest hit: Renovation Bricolage (-43.6%), Madame (-39.8%), Homemakers (-34.4%), Tribute (-33.9%), Canadian Home & Country (-27.9%), Les Idees De Ma Maison (-24.6%), Good Times (-24.3%), Inside Entertainment (-23.9%), Tv Hebdo/Tv 7 Jours (-23.5%), Decoration Chez-Soi (22%), Canadian Home Workshop (-21.5%), and Fleurs Plantes Jardins (-20.7%).

Based on advertising revenues, ROP pages were also down for each of Canada’s top 10 magazines with Chatelaine at -5.4%, Canadian Living at -17.6%, Maclean’s at -5.1%, Reader’s Digest at -3.8%, Canadian House & Home -3.6%, Flare -8.5%, Châtelaine at -12.4%, Coup De Pouce -9.1%, Today’s Parent -8.6% and the recently shuttered Time Canada -17.6%.