The Press: Measuring Up to Predictions

The final figures just about matched the rosiest predictions: U.S. magazines collectively recorded their best financial year ever in 1964. The Publishers Information Bureau reported last week a combined magazine advertising revenue of $997 million—up 7% from 1963, which held the previous record. Among the leading revenue producers:

WEEKLIES

LIFE (3,235 ad pages): $158,716,645 for 1964—up 10%

Look (biweekly, 1,524 ad pages): $75,562,284—up 2%

TIME (3,154 ad pages): $69,670,942—up 14%

Saturday Evening Post (45 issues in 1964, now biweekly, 1,408 ad pages): $57,910,860—down 5%

Newsweek (2,614 ad pages): $32,430,416—up 7%

MONTHLIES

Reader's Digest (1,100 ad pages): $57,918,449—down...