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BTB Ad Pages Up 3.7% in August

Advertising pages in business-to-business magazines increased 3.7 percent in August compared with the year-ago period, according to a report released by American Business Media. Advertising dollars for the month rose 4.6 percent.

Year-to-date numbers, however, were not as good. So far this year, ad dollars spent in BTB magazines climbed just 2 percent, and the number of ad pages inched ahead 0.7 percent.

“We are on track for 2 percent to 4 percent revenue growth in 2004,” said Gordon Hughes, president/CEO of American Business Media.

Home and building titles showed the biggest increase in ad pages for August, improving 15.7 percent. Also gaining was drugs and toiletries, up 8.7 percent. Other sectors on an upswing included travel, up 8.1 percent; telecommunications, 6.9 percent; manufacturing and electrical equipment, materials and components, 4.9 percent; finance, business and advertising, 2.4 percent; and retail, 0.3 percent.

The biggest drop in ad pages came in the software category, down 12.1 percent. It was followed by automotive, down 11.9 percent; computers, 9.3 percent; and services, direct response and classified, 1.1 percent.

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