NEW YORK (AdAge.com) -- Time Inc. leads the big magazine publishers in building a digital business, but the industry as a whole still has a lot of work to do if it's prepping for a post-print universe, according to new analysis and estimates by Advertising Age.
Last year Time Inc.'s digital ad revenue totaled an estimated $245 million, a full 10% of the company's total ad revenue. Although no competitor came close in dollar terms, some have built digital ad revenue to comparable portions of their totals. Martha Stewart magazines, for example, got about 12% of their ad revenue from digital, or some $14 million. Others are concentrating on digital businesses that have nothing to do with selling ads.