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Monthlies Produce Some Advertising Warmth In July (-20.17%).

Article Excerpt
Month is the second smallest in advertising after January, but it is a precursor to September and the all-important fourth quarter. In that regard, the cumulative differential is a bad long-term sign, because July 2008's -11.34% was, with June, the beginning of a slide of epic proportions. Yet, there are many silver linings, such as The Atlantic (+9.16%)/Cosmopolitan (+6.51%)/Essence (+4.68%)/Family Circle (+26.99%)/Fitness (+46.32%)/Glamour (+11.58%)/In Style (+4.16%; excludes Weddings)/Ladies' Home Journal (+16.73%)/More (+15.40%)/Real Simple (+4.83%)/Saveur (+22.28%)/Seventeen (+5.96%) and Woman's Day (+14.59%). Will they have company later this summer and fall?

Softening the blow at Hearst Magazines' Good Housekeeping (- 12.84%)/Harper's Bazaar (-46.16%)/House Beautiful (-28.86%; see page 2) and Town & Country (-60.01%) were their strong July 2008 differentials: +12.76%/+33.79%/+17.88%/+46.75%, respectively. Hopefully, Newton's Law will soon enter its What goes down must go up phase.

MIN's Monthly Boxscores

JULY JULY
2009 2008
ALLURE 67.43 75.79
ALL YOU 60.12 72.82
AMERICAN BABY 37.5 42.31
ANTIQUES, THE MAGAZINE 48.5 55.5
ARCHITECTURAL DIGEST 25.94 60.18
ARTHUR FROMMER'S(J/A) 35.35 41.64
ART IN AMERICA (June/July) 105.5 112
ART NEWS 80.42 108.83
ATLANTIC MONTHLY, THE (J/A) 63.5 58.17
AUTOMOBILE 43.66 54.02
BABY TALK (June/July) 40.17 58.97
BETTER HOMES & GARDENS 120.81 122.46
BICYCLING 50.4 71.67
BLACK ENTERPRISE 26.71 57.72
BOATING #NAME? Submitted--
BODY + SOUL (July/Aug) 50.91 59.91
BON APPETIT 34.8 54.26
BOYS' LIFE 10.53 5.99
CAR AND DRIVER 75.83 82.91
CAR CRAFT 51.42 50.92
CHICAGO 31.6 49.17
CIRCLE TRACK 63.46 76.6
COASTAL LIVING (July/August) 51.49 76.06
CONDE NAST TRAVELER 30.79 65.09
COOKIE...

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