Canadian Magazine Industry News
16 July 2009,     NATIONAL
Ad pages tumble 18.2% in second quarter
The second quarter results are in and, as expected, they aren't pretty: Overall run-of-press ad pages for 75 of the country's leading magazines—those tracked by Leading National Advertisers Canada—were down 18.2%. Breakdown of the numbers after the jump.

ROP pages: -18.2% (-2154.91 pages)
ROP revenue: -15.6% (-$30.8 million)
Pages, including inserts & supplements: -19.4% (-2711.32 pages)
Revenue, including inserts & supplements: -17% ($39.1 million)

Number of titles posting gains (ROP pages):
8
Number of titles posting losses (ROP pages: 67
Number of titles posting losses -20% or worse (ROP pages): 34

Top 9 gainers (ROP Pages)
  1. Cool (Fr) (51.4%)
  2. Sélection du Reader's Digest (Fr) (30.6%)
  3. Tout Simplement Clodine (Fr) (15.6%)
  4. Maclean's (14.3%)
  5. Enfants Québec (Fr) (12.6%)
  6. Best Health (4.7%)
  7. Hello! (1%)
  8. Good Times (0.9%)
Top 40 decliners
  1. Affaires Plus (Fr) (-68.3%)
  2. Moneysense (-66.3%)
  3. Westworld  Alberta (-60.2%)
  4. Canadian Home & Country (-54.3%)*
  5. Moi & Cie (Fr) (-50.4%)
  6. Canadian Business (-50%)
  7. Canadian House & Home S.I.P. (-48.9%)
  8. Westworld Saskatchewan (-46%)
  9. Famous Magazine (-45%)
  10. Commerce (Fr) (-43.1%)
  11. Report On Business Magazine (41.9%)
  12. Profit (-39.3%)
  13. Financial Post Magazine (-37.1%)
  14. Movie Entertainment (-34.7%)
  15. Canadian Geographic (-33.8%)
  16. Star Inc. (Fr) (-33.8%)
  17. Madame (Fr) (-31.9%)
  18. L'Actualite (Fr) (-30.2%)
  19. Canadian House & Home (-29.9%)
  20. Outdoor Canada (-29.9%)
  21. Canadian Home Workshop (-29.2%)
  22. Vancouver (-28.3%)
  23. Decoration Chez-Soi (Fr) (-26.3%)
  24. Le Lundi (Fr) (-26%)
  25. Toronto Life (-25.8%)
  26. Cottage Life (-25.1%)
  27. Enroute (-24.8%)
  28. Flare (-24.5%)
  29. Renovation Bricolage (Fr) (-24.4%)
  30. Les Idees De Ma Maison (Fr) (-23.9%)
  31. Decormag (Fr) (-23.6%)
  32. Clin D'Oeil (Fr) (-22.6%)
  33. Western Living (-22.2%)
  34. Explore (-22.2%)
  35. Chatelaine (-20.9%)
  36. Starweek (-19.6%)
  37. Fashion (-18.9%)
  38. Elle Quebec (Fr) (-18.4%)
  39. Cote Jardins (Fr) (-17.8%)
  40. Loulou (-17.6%)
LNA tracks advertising for the majority of the country's leading publications. Because revenue calculations are based on one-time rates and do not account for discounting, run-of-press pages is considered the most reliable piece of data.
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