In an economy where media outlets are struggling, it is important for your company to be aware of the state each medium is in. If a publication, in which you want to run a campaign, is hurting in advertising sales, then it may be the perfect opportunity to lock in low rates for the rest of the year.
In a year where ad pages have declined in magazines, July is no different; however, there is reason for the industry to have an optimistic view. According to MediaPost News, MIN Online did a recent ad page count for the July issues of monthly magazines and found that there is a decline of about 20% compared to last July.
Publishers view this outcome as a sign that the decline is lessening and may soon level out. This response is due to the fact that the decline percentage from past months has been much higher. For example, total ad pages fell 26% in February and 22% in June.
While some publications have had huge declines in ad pages for July, like Town & Country with a 60% decline, about 17% of the 160 publications polled have not posted declines in July.