As print advertising sputters for consumer magazines, online advertising is picking up the slack. The median digital share of magazines’ ad revenue in 2007 was 9.75%, nearly double the amount in 2006, according to Advertising Age’s 19th annual Magazine 300 survey. As part of the survey, Ad Age asked publishers what percentage of a magazine’s total actual net revenue came from digital/Internet/wireless. Among the 48 magazines that responded, digital share ranged from 0.3% to 38%. Tech publications reported the biggest gains in share of digital revenue, although traditional business publications also saw their digital revenue grow considerably. However, the magazine industry still remains “hugely” reliant on print-ad pages. Magazine 300 ad pages in 2007 fell 1.3%. Magazine employment was essentially flat.
