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Ad pages rise in US magazines

US magazines see first increase in number of advert pages since 2007.

Magazines in the US have seen a rise in the number of ad pages over the past six months, compared to the same period in 2009, after posting a second consecutive period of growth in the third quarter of this year.

Ad pages rose 3.6 per cent in the quarter from July to September. This follows a 0.8 per cent growth in the second quarter - the first increase in ad pages since late 2007.

When the first nine months of the year are taken into account, however, ad pages slipped 1.6 per cent compared to last year.

These figures were released on Monday by the Publishers Information Bureau (PIB).

According to the trade group, 136 magazines reported an increase in ad pages in the third quarter compared to 25 magazines in the same period in 2009.

The automotive ad category drove the rise in ad pages with a 42 per cent increase, noted the PIB.

The big gainers in ad pages during the quarter include Destination Weddings and Honeymoons, Martha Stewart Weddings and Elle Décor. Maxim and Country Living were among those that saw a fall.