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Though ad revenue for the teen magazine market is on the rise, with a 6.2 percent year-over-year growth in ad pages through May, the circulation side is softening, which may mean that the category will be seeing a shakeout, Mediaweek reports. Teen People, the newcomer in 1998 that shook up the market and paved the way for Cosmo Girl, Teen Vogue, and the recently shuttered Elle Girl, is struggling to maintain its No. 2 position, according to the article.
Teen People’s paid circulation fell 3.9 percent in last year’s second half, to 1.5 million, according to the Audit Bureau of Circulations, and newsstand sales dropped 11.8 percent. Ad pages were down 10 percent through May. In the hopes of turning the trend around, Teen People has brought back one of its founding editors, Lori Majewski, most recently executive editor of Us Weekly, as managing editor, and brought a new publisher, Gregg Hano, onboard last month.
Even 62-year-old Seventeen is struggling, with paid circ down 3.6 percent and ad pages down 2.2 percent through May. However, newsstand grew 5 percent through May. Teen Vogue, which saw its paid circ soar 116 percent after buying the subscriptions of the now-defunct YM, is set to raise its rate base to 900,000 from 850,000. Insiders are speculating that perhaps Teen Vogue will be interested in purchasing Elle Girl’s sub file, but buzz has it that Hachette will keep the title’s 430,000-strong list.
Cosmo Girl, No. 3 in the category, is holding steady.
Jack Kliger, Hachette’s CEO, believes that the category has more titles than it can support. Could Elle Girl’s move to the web be a harbinger of what’s to come for other teen magazines? Not according to Gina Sanders, vp, publisher of Teen Vogue, who is quoted as saying, “I think teens love the internet and they love magazines, and they love them for different reasons.”
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
