Magazine Advertising Kept Crashing in 2012

WSJ reporting:
By Keach Hagey
Magazines had a rough year on the advertising front in 2012, with ad pages dropping 8.2% for the year, according to data released today by the Publishers Information Bureau.
That was worse than last year, when ad pages only dropped 3.2%, and brings the total drop in ad pages since 2008 to 32%.
The biggest losers included All You, Ladies Home Journal, Lucky, Maxim, Martha Stewart Living, National Geographic, Saveur and Scientific American — all of which lost more than 20% of their ad pages.
The only winners to add more than 20% of its ad pages were Ebony, Martha Stewart Weddings, and the large print edition of Reader’s Digest.
This is bad news for an industry that has traditionally relied on advertising for about three quarters of its revenue. To make matters worse, the advertising fall-off is happening as magazines audiences are actually *growing* — up 1.6% for 2012, thanks in part to growth in digital editions, according to a spokeswoman for the Association of Magazine Media.
http://blogs.wsj.com/corporate-intelligence/2013/01/10/magazine-advertising-kept-crashing-in-2012/?mod=dist_smartbrief