Magazines Return To Growth

Advertising pagination has increased significantly compared to last year, according to the latest Media Monitoring Services figures. Pagination increased in 11 of the top 13 consumer magazine markets and 8 of the top 12 business magazine markets for the year July 1993 to June 1994 compared to the previous 12 months.

Overall consumer advertising pagination’s grew by 6%, with the largest growing sectors being food magazines, up over 50%, and slimming fitness and health magazines, up by 16%. Advertising in the high pagination women’s magazine market increased by 5.5%. The monthlies rose slightly faster, with a 6.3% increase compared with the weeklies’ 3.9%.

Among the business markets, the fastest growing sectors were communications, with over 20% more advertising pages, electronics with nearly 14% more pages, and finance and estates, which both scored over 12% increases.

Paginations for special advertisement features have also shown significant growth over the past three years. Between 1991 and 1992 the number of pages grew by 40% and in 1993 there was a further 33% increase in pages.