Magazines: Gains & Losses

Many factors were involved — doubts about the economy, automotive strikes and the continuing inroads made by television — but their cumulative effect was to shrink magazine advertising rev enue somewhat last year. General magazines showed the sharpest decline.

Though still carrying far more advertis ing than any other publication, LIFE was down almost $14 million, to $155,700,000. Look was down more than $3,000,000, to $77,000,000; the Reader's Digest had a drop of $12 million, to $48,600,000. Of the Curtis publica tions, the already shaky Saturday Evening Post showed a drop of more than $2,600,000 and Holiday was off half...