PUBLICATION PRINTING -- Getting the Numbers To "Ad" Up

At Banta Publications Group, management tracks the performance of the two distinct markets that it serves—consumer special interest and business-to-business (B2B) magazines, reports Peter Hanson, group president. "In 2003, advertising in consumer special interest magazines recovered from the recession of 2001 and 2002. That recovery was small, but fairly steady in the second half of the year. For that market, we see growth in ad pages of 2 to 4 percent next year," Hanson says.