Traditional Media Feeling the Pain
It’s been pretty widely reported lately that newspaper circulation is way down, which is why many small business owners have thrown in the towel when it comes to classified, print and display ads.
Based on some research by MIN, it looks like Magazine Ad Pages are down 19.2% in November.
Not sure what the Columbus magazine numbers look like but I would guess they would follow suit. In our real estate business, we quit doing the local magazines almost 2 years ago, as the cost per lead/conversion just couldn’t compete with the lead gen we were doing online. If memory serves, our average cost per lead in newspaper and magazine was well over $125 per lead. Online we average less than $10.
On a lighter note Guns and Ammo magazine saw an uptick. Not sure what that means?
Here’s a few tidbits from their report:
- Magazine ad pages in November 2009 sank 19.2% compared with the same month last year, and appear to be in a continuing downward spiral, according to figures released by the Media Industry Newsletter (MIN), which does not foresee an immediate recovery
- Year-to-date, magazine ad pages are down 21.6%, according to MIN, MediaBuyerPlanner writes.
- Of 171 titles MIN reported on, 84% saw ad pages decline for the month; 46% saw pages fall more than 20%, and 24.5% saw declines of 30% or more. Conde Nast’s W was one of the biggest losers, down 51% in ad pages, while Elle Decor was down 49%.
- A few titles improved in November. People Stylewatch, for example, was up 32% in ad pages, and National Geographic was up 21.2%. Southern Living, More, Real Simple and Guns & Ammo also gained significantly in ad pages for the month:
- MIN’s figures echo the third-quarter results recently released by the Publishers Information Bureau. Total ad pages for consumer magazines were down 26.6% for Q3 compared to the third quarter last year, per PIB. For the first half, ad pages were down 27.9%.
