Top 300 Magazines in the U.S. Rose 5.2% in Revenue to $36.64 billion in 2005

The top 300 magazines in the U.S. advanced 5.2% in gross revenue from advertising and circulation to $36.64 billion in 2005, according to the 17th annual Advertising Age Magazine 300 report. By comparison, gross revenue at the top 300 magazines increased 8% in 2004 from the year earlier.
  1. People: $1.37 billion, up 8.1%
  2. Better Homes & Gardens:$971.5M, up 9.4%
  3. Time: $944.6 million, down 6%
  4. Sports Illustrated: $925.7 million, down 9.8%.
  5. TV Guide: $726.1 million, down 20.9%
Time Warner tops the list of parent companies with $7.35 billion in gross revenue, up 2.8%, although ad pages for its 35 magazines in the list declined 0.7%. Advance Publications was the No.2 parent company at $4.59 billion, up 7.9% led by No. 6 Parade, followed by Meredith No.3 with $3.03 billion, up 8.8%, led by BH&G. BH&G's ad revenue was up 11.8% to $800 million on 3.7% page growth and a 6% boost in page rates. Like others in the report, its circulation revenue declined, slipping 0.7% to $171.5 million in gross revenue.

Consumer magazines (which accounted for 92.2% of Top 300 total revenue), grew by 5.7% over 2004, and Monthlies (which accounted for more than half the Magazine 300's gross revenue) gained 7.7% in gross revenue. 

Components of gross revenue included advertising at $27.18 billion, up 7.5%, or nearly three-quarters of the total, and stagnant circulation at $9.46 billion, down 0.8%. For the ad component, an average page-rate growth of 6.6% generated the increase, considering ad pages were down 0.7% overall.

Components of circulation revenue included subscriptions, at $6.78 billion, down 0.7%, and newsstand sales at $2.68 billion, down 1.1%. Overall, paid circulation among the 300 dropped 0.3% in 2005 to 359.86 million subs and newsstand sales. 

TOP CONSUMER TITLES

BY AD REVENUE
RANK MAGAZINE AD REVENUE 2005 % CHG
1 People $850,408 10.6
2 Better Homes & Gardens 800,007 11.8
3 Time 631,756 -8.1
4 Parade 626,020 1.6
5 Sports Illustrated 623,539 -13.5
6 Good Housekeeping 477,701 9.8
7 Newsweek 472,145 -6.0
8 USA Weekend 431,439 3.6
9 Woman's Day 408,380 15.8
10 InStyle 391,093 9.8
BY AD REVENUE GROWTH
RANK MAGAZINE AD REVENUE 2005 % CHG
1 In Touch Weekly $60,380 197.8
2 Dwell 23,782 125.8
3 Teen Vogue 77,670 118.2
4 Game Informer 58,159 103.1
5 Star Magazine 127,601 84.3
6 Everyday Food 18,322 79.1
7 The Week 17,785 62.5
8 Motorcylist 25,604 51.1
9 Petersen's 4Wheel & Off-Road 29,827 48.4
10 Martha Stewart Living 104,623 45.9

 

TOP TECH TITLES

BY AD REVENUE
RANK MAGAZINE AD REVENUE 2005 % CHG
1 PC Magazine $129,885 -25.0
2 InformationWeek 116,298 -8.3
3 eWeek 106,962 5.5
4 NetworkWorld 92,901 -0.8
5 PC World 92,666 0.1
6 InfoWorld 65,134 0.7
7 Wired 64,511 6.9
8 CRN 60,722 -4.7
9 Network Computing 53,150 3.9
10 Computerworld 52,226 4.2

Notes: Dollars are in thousands. Pages are actual. Methodology: The Top 300 are ranked by gross revenue, the sum of gross advertising and gross circulation dollars. Ad Age prepared a worksheet on each magazine that included circulation data from Audit Bureau of Circulations, BPA Worldwide and SRDS and advertising data from Publishers Information Bureau via TNS Media Intelligence, Perq/HCI and MIN. On the ad side, if a magazine was monitored, the page count and revenue were used. For non-monitored magazines, gross ad revenue represented ad pages x the one-time black and white rate. On the subscriber side, the gross represented total paid subs x the sub price, and on the newsstand side, the single-copy circulation x the newsstand price x the magazine frequency. Publishers reviewed the worksheets and were allowed to make changes. For a magazine to make the Top 10 charts by "growth" (ad pages, ad revenue), frequencies for the two years had to be comparable. Consumer magazines excluded from the growth rankings were the weekly Life, launched in October 2004, and All You and Cottage Living, both introduced in September 2004.

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