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%.
