SI saw ad revenue for its print publication drop 3.5% through the first nine months of '11 compared to the same period last year, according to data from the Publishers Information Bureau. SI was actually seeing an increase through the first half of the year, boosted by record ad pages in its U.S. Open golf preview. ESPN The Magazine was also seeing ad revenue increase through the first half, but those figures are now down 1.5% through Q3. Cycle World continues to see the sharpest percentage drop among sports magazines (-19.5%). Among Transworld's action sports publications through Q3, Wakeboarding is seeing the biggest revenue increase (+21.9%) while Skateboarding has the largest ad revenue haul ($15M). Listed below is ad revenue for select sports magazines through the first nine months of '11, compared to the same period last year (THE DAILY).
| SPORTS MAGAZINE AD REVENUE THROUGH THIRD QUARTER, 2011 |
| PUBLICATION | '11 | '10 | % +/- |
| Sports Illustrated | $409,351,786 | $424,353,178 | -3.5% |
| ESPN The Magazine | $211,485,708 | $214,767,321 | -1.5% |
| Golf Magazine | $122,823,369 | $112,885,320 | 8.8% |
| Golf Digest | $101,769,781 | $100,660,747 | 1.1% |
| Runners World | $65,411,981 | $60,202,315 | 8.7% |
| Golf World | $30,325,376 | $30,012,632 | 1.0% |
| Bicycling | $29,424,729 | $27,972,465 | 5.2% |
| Cycle World | $17,605,577 | $21,879,952 | -19.5% |
| Transworld Skateboarding | $15,021,459 | $16,744,562 | -10.3% |
| Sporting News | $13,810,440 | $16,435,205 | -16.0% |
| Tennis | $13,702,620 | $14,047,040 | -2.5% |
| Transworld Snowboarding | $11,592,861 | $11,306,670 | 2.5% |
| Transworld Motocross | $8,415,263 | $7,750,584 | 8.6% |
| Transworld Surf | $7,727,944 | $7,157,232 | 8.0% |
| SI for Kids | $4,143,683 | $3,911,178 | 5.9% |
| Transworld Wakeboarding | $3,758,929 | $3,083,531 | 21.9% |
| Transworld Ride BMX | $2,586,003 | $2,683,208 | -3.6% |
