Daily News, New York, Media Column.

Publication: Daily News (New York, New York) (via Knight-Ridder/Tribune Business News)

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COPYRIGHT 2001 Daily News

Byline: Paul D. Colford

Jun. 12--The decline in magazine ad pages deepened dramatically as the industry posted a 16.9 percent falloff last month compared to May 2000.

The double-digit downturn followed drops of 9.5 percent in April and 8.1 percent in March and put the year-to-date loss at 9.4 percent .

The May figures, released yesterday by the Publishers Information Bureau, showed steep reductions in most categories of advertisers. On the up side, marketers of toiletries and cosmetics bought 11.9 percent more ad pages through May, compared to the first five months of last year, and food pages were up 7.2 percent .

Hardest hit were the business magazines and those focused on the so-called new economy, all of which fattened up...

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