| ||||
| Rank | Company | Advertising ($m) | % of total | cumu % |
| 1 | Time Warner Inc. | 899.4 | 19.0 | 19.0 |
| 2 | Hearst Magazines | 328.0 | 6.9 | 25.9 |
| 3 | Conde Nast Publications Inc. | 325.3 | 6.9 | 32.8 |
| 4 | Hachette Filipachi Magazines | 304.4 | 6.4 | 39.2 |
| 5 | Meredith Corporation | 255.4 | 5.4 | 44.6 |
| 6 | Parade Publications | 198.3 | 4.2 | 48.8 |
| 7 | Gruner & Jahr USA Publishing | 178.6 | 3.8 | 52.6 |
| 8 | Ziff Davis | 177.1 | 3.7 | 56.3 |
| 9 | News America Publishing | 173.9 | 3.7 | 60.0 |
| 10 | Newsweek, Inc. | 135.7 | 2.9 | 62.8 |
| 11 | New York Times Company | 133.5 | 2.8 | 65.6 |
| 12 | KIII Communications Corporation | 120.4 | 2.5 | 68.2 |
| 13 | Times Mirror Magazines, Inc. | 119.5 | 2.5 | 70.7 |
| 14 | Readers Digest Association, Inc. | 111.2 | 2.3 | 73.1 |
| 15 | McGrawHill Publications | 106.3 | 2.2 | 75.3 |
| 16 | Gannett | 92.9 | 1.9 | 77.2 |
| 17 | U.S. News/The Atlantic | 91.2 | 1.9 | 79.2 |
| 18 | Forbes, Inc. | 75.5 | 1.6 | 80.8 |
| 19 | Rodale Press | 84.4 | 1.8 | 82.5 |
| 20 | Wenner Media | 57.3 | 1.2 | 83.8 |
| 21 | American Express Publishing Corp. | 46.9 | 1.0 | 84.8 |
| 22 | Petersen Publishing Co. | 46.8 | 1.0 | 85.7 |
| 23 | CMP | 37.7 | 0.8 | 86.5 |
| 24 | Pace Communications, Inc. | 37.4 | 0.8 | 87.3 |
| 25 | National Geographic Socity | 29.6 | 0.6 | 87.9 |
| 26 | Goldhirsh Group | 28.5 | 0.6 | 88.5 |
| 27 | Weider Publications Inc. | 28.3 | 0.6 | 89.1 |
| 28 | Johnson Publishing Company | 26.8 | 0.6 | 89.7 |
| 29 | Lang Communications | 25.1 | 0.5 | 90.2 |
| 30 | Walt Disney Publications | 20.1 | 0.4 | 90.7 |
| 31 | Essence Communications Inc. | 20.1 | 0.4 | 91.1 |
| 32 | American Airlines Magazine Publications | 19.4 | 0.4 | 91.5 |
| 33 | Playboy Enterprises, Inc. | 17.4 | 0.4 | 91.9 |
| 34 | General Media Publishing Group | 13.0 | 0.3 | 92.1 |
| 35 | Heigher Communications | 3.4 | 0.1 | 92.2 |
| Other | 368.6 | 7.8 | 100.0 | |
| Total for Industry | 4,736.9 | HHI=643 | ||
Source: Data on individual companies and "other"
category from Magazine Publishers of America from Publishers
Information Bureau, Inc., 1996. Total, percentages, and HHI were
calculated from these numbers.