Tuesday, January 27, 2009

Total Canadian ROP pages, measured by LNA, down 9.2% for 2008

The latest Leading National Advertisers (LNA) data essentially confirms what publishers of mainstream magazines have felt in their bones and seen on their monthly tallies -- ad pages and dollars are down. According to data in a story published by Masthead, total ROP pages were down 9.2% for the year, following a fourth quarter decline of 15.7%.

(LNA dollar figures are based on a varying list of magazines that subscribe to the service and multiplying their pages by the published rate card rate, including rate increases,so need to be taken with more than a pinch of salt. However, over time, it can be a useful indicator. Last year's revenue decline It shows that 2008 revenues, even while declining 5.1% from 2007, are 53% higher than in 2000.)

Big gainers were:
  • More magazine (+46%)
  • Moneysense (+11.5%)
  • Westworld Alberta (+9%)
  • Famous Magazine (+8.6%)
  • Glow (+8.4%)
  • Westworld BC (+7.7%)
  • Profit (+7.6%)
  • Toronto Life (+6.1%)
  • Canadian Business (+6%)
  • Elle Canada (+4.2%).
Biggest fall-offs were:
  • Renovation Bricolage (-43.6%)
  • Madame (-39.8%)
  • Homemakers (-34.4%)
  • Tribute (-33.9%)
  • Canadian Home & Country (-27.9%)
  • Les Idees De Ma Maison (-24.6%)
  • Good Times (-24.3%)
  • Inside Entertainment (-23.9%)
  • Tv Hebdo/Tv 7 Jours (-23.5%)
  • Decoration Chez-Soi (22%)
  • Canadian Home Workshop (-21.5%)
  • Fleurs Plantes Jardins (-20.7%)

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