Corrections: the Folio: 500

Folio: The Magazine for Magazine Management, Sept 1, 1995

The following are corrections and clarifications to "Juggling Act--The FOLIO:500," which appeared in the July 1, 1995, issue, page 49: Satellite Orbit had 654 ad pages in 1994, a 41 percent increase, and a 10 percent increase in circulation.

IEEE Spectrum sold 475 ad pages in 1994. The subscription price is $12 to members; the cover price is $3.95.

Billboard sold 2,000 ad pages in 1994.

Because of incorrect circulation numbers in the FOLIO:500 1993 list, Inc.'s circulation decline was 0.1 percent in 1994, not 18 percent, as reported.

Because of incorrect ad-page information in the 1993 list, Prepared Foods actually posted an 8 percent gain in ad pages in 1994, not a 6 percent decline. For the same reason, Electronic Design's ad pages rose 16 percent, not 12 percent.

Because of incorrect ad-rate information in the 1993 list, Texas Monthly appeared to have a $12 million decline in revenue for 1994. In fact, all the numbers for the magazine stated in the 1994 list are correct; the correct ad-page rate in 1993 was $12,855.

Federal Computer Week sold 1,153 ad pages in 1994, an increase of 5.9 percent.

Machine Design had a circulation of 185,000 and sold 2,888 ad pages in 1994.

Because of an accounting error, Home Office Computing's ad pages were incorrect. The magazine sold 864 in 1994, not 673, as listed.

For the same reason, ABA Journal's ad pages should have been listed at 413 in 1994, a 15 percent decline from 1993.

The accounting firm of Leslie Sufrin and Co., which compiled the FOLIO:500, used numbers supplied by the Rome Report to calculate the ad-page revenues of many business publications. Several publications challenged these numbers and offered page counts from competitive tracking services:

As tracked by CPAR, InfoWorld sold 3,978 ad pages in 1994, a 9 percent increase over 1993. The publication would rank 45th in the 1994 list, with revenues of $95.3 million.

Computer Reseller News and VARBusiness, both CMP titles, also had significant increases, according to Inquiry Management Systems, Ltd., of Toronto. Computer Reseller News had a circulation of 103,000, and sold 8,229 ad pages in 1994; CRN would have ranked 43rd in FOLIO:'s 1994 list. VARBusiness had a circulation of 95,047 and sold 2,350 ad pages; the correct black-and-white ad-page rate was $11,600.