What Does a 16% Decline in Magazine Ads Mean for the Industry?
Let's be honest, although many attempt to do so, there is no way to find a positive spin to the data in this industry-wide report showing magazine ads down another 16%. As an industry, we have seen negative numbers every year for a decade. Were you expecting a change? Newsstand sales of magazines have plummeted at least 50%, and periodicals run through the USPS have dropped 55% and diminish each year. Meanwhile ad sales, as seen in this report, continue on their long decline seeking a yet undiscovered plateau. We have seen associations use sleight of hand to try to change the subject and use illusory metrics, like “likes” instead of real data that show magazine growth. Has that helped? We have seen pundits declare that all is well and that print will live and be prosperous forever. Neither of those are helpful as a solution nor a recognition of the situation at hand. Click Read More below for more of the story.