New York, NY (September 13, 2004) Total magazine rate-card-reported advertising revenue for the month of August 2004 closed at $1,466,705,298, an increase of +13.7% compared to August 2003, according to Publishers Information Bureau (PIB). Ad pages totaled 15,111.97, up +3.1% from last year. Year-to-date, rate-card-reported revenue closed at $12,615,802,426, an increase of +8.5%, with ad pages totaling 138,821.42, registering a +1.1% gain. August 2004 vs. 2003 Nine of the 12 major advertising categories recorded both page and dollar increases in August. Last month’s increases were led by double-digit page and rate-card-reported revenue gains in Financial, Insurance & Real Estate; Retail; and Public Transportation, Hotels and Resorts. (Twelve categories are the most significant contributors to PIB revenue, comprising approximately 85% of total advertising spending.) January - August 2004 vs. 2003 Year-to-date, half of the 12 major advertising categories saw an increase in PIB revenue and pages over the same eight-month period in 2003. The strongest performers have been Financial, Insurance & Real Estate; Media & Advertising; Food & Food Products; and Public Transportation, Hotels & Resorts. “The fourth consecutive month of improvement in PIB revenue and pages is another encouraging sign of the turn-around for magazines,” commented Ellen Oppenheim, EVP and Chief Marketing Officer, Magazine Publishers of America. “The increase is driven by categories across the board, led by Financial, Insurance & Real Estate, now up for the sixth consecutive month. In addition, the Retail category was supported by upscale apparel chain and department store advertising, and Public Transportation, Hotels & Resorts saw a broad influx of ads from airlines, cruises, hotels and international destinations. Automotive, magazines’ largest category, saw a boost in ad spending from both American and Japanese automakers.”