According to Publishers Information Bureau (PIB) in the first quarter of 2010, 85 magazines posted an increase in ad pages, compared to 15 magazines during the same period in 2009. One hundred and one
magazines registered PIB revenue gains in Q1, versus 28 titles in the same period of last year.
Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of
America, said "The picture was brighter with an increase in major categories posting ad page and revenue growth, despite softness overall... In addition, almost six times as many titles generated
ad page gains in the 1st quarter compared to first quarter of 2009, another sign of industry improvement. The positive trending... suggests that second quarter performance for magazines will be
stronger."
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Total magazine rate-card-reported advertising revenue for the first quarter of 2010 closed at $4,045,091,620, posting a 3.9% decline against the same period in 2009, Ad pages
during the first quarter totaled 34,794.94, at -9.4% compared to January through March, 2009.
The magazines that saw ad revenue and page growth in three of 12 major advertising
categories during the first quarter of 2010 are Automotive; Financial, Insurance & Real Estate; and Toiletries & Cosmetics. This marks the first time since 2007, that the Auto category
has posted an increase in both revenue and pages. The gains were driven primarily by Detroit activity. Cosmetics, personal hygiene and hair products boosted the Toiletries category, while credit cards
and banking contributed to the growth in Finance.
Other major categories that saw an ad spending uptick within subsectors in the first quarter:
- Pharmaceutical companies and
fitness/diet programs in Drugs & Remedies
- Footwear, jewelry and other clothing accessories in Apparel & Accessories
- Branded clothing shops and discount department
stores in Retail
- Household appliances, supplies and cleansers in Home Furnishings & Supplies
- Communications companies in Technology
Q1 2010 vs. 2009 Details |
Class
Name | 2010Dollars | %Chg | 2010Pages | %Chg |
Drugs & Remedies | 489,872,914 | -6.7 | 3,740.50 | -15.6 |
Toiletries & Cosmetics | 488,569,493 | 11.5 | 3,154.59 | 7.6 |
Food & Food Products | 422,454,562 | -9.3 | 2,503.11 | -9.5 |
Apparel & Accessories | 317,319,567 | -11.6 | 3,436.67 | -15.7 |
Media &
Advertising | 308,990,907 | -8.5 | 2,368.44 | -13.0 |
Retail | 301,388,045 | -0.4 | 2,672.70 | -6.2 |
Direct Response Companies | 280,975,605 | -7.1 | 2,765.59 | -8.0 |
Automotive | 231,589,115 | 16.3 | 1,692.94 | 1.3 |
Home Furnishings & Supplies | 193,875,120 | -0.8 | 1,447.89 | -10.2 |
Financial,
Insurance & Real Estate | 190,354,469 | 18.3 | 1,594.39 | 11.3 |
Public Transportation, Hotels & Resorts | 179,941,364 | -17.6 | 2,322.36 | -13.0 |
Technology | 140,526,634 | -19.7 | 1,279.91 | -14.7 |
Source: PIB, Data As Of April 7th, 2010 |
For more details about the categories, please visit here, or for individual magazine totals, go here.