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By Kayla Carrick

July 11 (Bloomberg) -- U.S. magazines sold 8.2 percent fewer advertising pages in the second quarter compared with a year earlier as the industry's decline accelerated.

The drop in ad pages was steeper than the 6.4 percent slide in the first three months and the decline of less than 1 percent for all of 2007, the Publishers Information Bureau said in a report yesterday.


The drop reflects broad economic weakness, the bureau said, citing declines in automotive, toiletries and cosmetics, furnishings, apparel, direct response companies and financial, insurance and real estate. The industry experienced similar falloffs early this decade and in the early '90s before rebounding, the report said.
Ads for food products, retail, hotels and resorts increased during the first half of this year, the bureau said. High-end fashion, home decorating, food and travel magazines, including House Beautiful and Every Day with Rachael Ray, sold more ad pages in the first half of the year, the bureau said.
Many news and business magazines saw declines in ad pages, including Newsweek, down 22 percent. BusinessWeek's ad pages fell 15 percent, while Forbes slid 13 percent. Fortune increased 1.3 percent.

Automotive ad sales fell most, with a 21 percent drop in the first half of this year, followed by technology ad pages, which dropped 18 percent, the bureau said.