Did you notice that the January issue of Boy’s Life had less advertising in it?
According to a story by the New York Times, Prominent Magazines Lose Weight, Shedding Nearly Half Their Ads, January 2009 was less friendly than most January’s for monthly magazines.
Of the 10 monthlies with the worst declines in January, four were Condé Nast magazines: Wired, Architectural Digest, Vogue and Lucky. It was the only publisher with more than one title in the top 10. The other hardest-hit magazines were Boating, published by Hachette Filipacchi Media; Power & Motoryacht, published by Source Interlink Media; Everyday Food, published by Martha Stewart Living Omnimedia; Salt Water Sportsman, published by Bonnier Corporation; Texas Monthly, published by Emmis Communications; and Boys’ Life, published by the Boy Scouts of America.
The industry average decline for January 2009 was 17%, that means there was 17% less advertising by volume. While I don’t have access to the specific decline for Boy’s Life; Wired was listed at 47% decline, Vogue and Lucky were down about 40%.
Magazine Industry experts have two thoughts on the large declines. The first group believes it is related to the recession and advertisers spending less money to keep more cash on hand or because of less profits. The second group believes that this is just another sign of the times that advertisers are moving out of print publishing and focusing on more “new age media”.
Some interesting facts from the Boy’s Life Media Kit:
– Average Subscriber Weekly Income – $8.00
– 2009 Four Color Full Page Ad Cost – $39,680
– Only PG movies can be advertised in the full run of Boy’s Life, PG-13 can be advertised in the Upper Run (Boy Scout Version).
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