Historical Advertising/Editorial Ratios, 2004
A Healthy Balance
Most magazines contain both editorial and advertising content. The editorial content keeps readers interested, while the advertising revenue enables magazines to keep subscription and newsstand costs affordable for average consumers. In 2004, the ratio for consumer magazines was 48.1% advertising, 51.9% editorial.
Advertising vs. Editorial pages, 2004
| Year |
% Advertising |
% Editorial |
| 1970 |
46.0 |
54.0 |
| 1975 |
46.5 |
53.5 |
| 1980 |
53.0 |
47.0 |
| 1985 |
52.4 |
47.6 |
| 1990 |
50.7 |
49.3 |
| 1991 |
48.6 |
51.4 |
| 1992 |
48.4 |
51.6 |
| 1993 |
49.9 |
50.1 |
| 1994 |
48.1 |
51.9 |
| 1995 |
49.1 |
50.9 |
| 1996 |
50.8 |
49.2 |
| 1997 |
50.7 |
49.3 |
| 1998 |
48.3 |
51.7 |
|
1999 |
49.4 |
50.6 |
|
2000 |
50.3 |
49.7 |
|
2001 |
45.1 |
54.9 |
|
2002 |
46.6 |
53.4 |
|
2003 |
47.9 |
52.1 |
|
2004 |
48.1 |
51.9 |
|
Source: Hall's Magazine Reports, January 2005 |
