Q3 Paper Outlook — Waiting for the Rebound

Even so, ad pages only declined by 10 percent from March 2001. January's drop in demand was 15.9 percent from January 2001. The PIB tracks advertising pages and revenue for 215 magazines and five Sunday magazines.

Advertising Advancing

Five of the major advertising categories showed positive dollar growth this March. Gains were noted in food and food products, automotive, drugs and remedies, direct response, as well as media and advertising. Losses were most notable in the financial, insurance and real estate, transportation, hotels and resorts, apparel and accessories, technology and household furnishings sectors.