Overall, though, the total "rate-card-reported" advertising revenue is down 3.9% compared to the 1st quarter of 2009.
Link to April 12 MediaPost report, "Magazine Ad Data Shows Growth".
Excerpt: The magazines that saw ad revenue and page growth in three of 12 major advertising categories during the first quarter of 2010 are Automotive; Financial, Insurance & Real Estate; and Toiletries & Cosmetics. This marks the first time since 2007, that the Auto category has posted an increase in both revenue and pages. The gains were driven primarily by Detroit activity. Cosmetics, personal hygiene and hair products boosted the Toiletries category, while credit cards and banking contributed to the growth in Finance.
Other major categories that saw an ad spending uptick within subsectors in the first quarter: [These would be the silver linings.]
Pharmaceutical companies and fitness/diet programs in Drugs & Remedies
Footwear, jewelry and other clothing accessories in Apparel & Accessories
Branded clothing shops and discount department stores in Retail
Household appliances, supplies and cleansers in Home Furnishings & Supplies
Communications companies in Technology