B2B Ad Pages Slip In Print, Rise In Digital
The downturn in print media has not
spared business-to-business publications, which saw total ad pages fall 8.27% from 317,108 in the first half of 2011 to 290,879 in the first half of 2012, according to American Business Media’s
Business Information Network. Total advertising revenues fell 4.16% to $3.74 billion over the same period, also according to BIN data.
On the positive side, other B2B revenue sources
are still growing, with digital advertising up 14% in the first half of 2012, to $1.94 billion, and revenue from trade shows up 4.4% to $5.71 billion. Revenue from data and business information also
increased 7.4%, to $1.09 billion. As a result, total B2B revenues increased 3.3% to $12.5 billion.
In terms of categories, the biggest drop in print advertising by far was seen in
health-care advertising, where total ad pages tumbled 16.4% from 80,740 to 67,491, a drop of 13,249 pages. Sizeable drops were also seen in automotive, down 8.5% to 14,557 pages; computing, software,
and telecom, down 20.5% to 4,830 pages; and professional services, down 9.9% to 20,263 pages.
Out of 22 categories tracked by BIN, only two -- agriculture and architecture, design, and
lighting -- saw ad pages increase in the first half of the year.
While it’s not much consolation, B2B publications are not alone in their woes, as the latest figures mirror the
declining fortunes of the consumer magazine business.
According to the Publishers Information Bureau, total ad pages at consumer mags declined 8.8% from 81,658 in the first half of 2011 to 74,476 in the first half of 2012. Total ad revenues (based on official rate cards) slipped 3.8% from $10.44 billion to $10.05 billion.
Recent MediaDailyNews Articles
-
Original 'Voice' Judges Return May 17, 5:41 p.m.
The original quartet of coaches for “The Voice” will return for the fifth season this fall. ... -
Van Wagner Partners With CineSport For Online Video May 17, 5:34 p.m.
Van Wagner Communications’ Sports and Entertainment division is joining forces with CineSport, partly owned by Van ... -
'Idol' Falls, 'Bang' Leads Thursdays May 17, 3:38 p.m.
TV broadcast networks environment is definitely shifting -- as evidence of last major night of the ... -
Sapient Revs Up 12%, Optimistic About 2013 May 17, 2:47 p.m.
Marketing services company Sapient reported first-quarter revenues of $292.6 million, up 12% from the same period ... -
KSE Finalizes Outdoor Channel Buy May 17, 11:08 a.m.
An entity controlled by sports entrepreneur Stan Kroenke has finalized its acquisition of the Outdoor Channel ... -
'Tonight' Still King Of Late-Night TV May 17, 10:49 a.m.
While NBC proceeds to sets up its late-night changes for next year, "The Tonight Show with ... -
U.S. Open Going Cable-Only, Moves To ESPN May 17, 9:18 a.m.
After decades on the network that saw stars from Ashe to Navratilova to Federer win, the ... -
USA Looks To Make Comedy King In The New Season May 16, 10:22 p.m.
What do you do when you’re the last network putting on the last event of the ... -
Comedy Central Goes Dark To Simulcast New Radio Channel May 16, 6:12 p.m.
For the first time since its tribute to Johnny Carson 20 years ago, Comedy Central will ... -
MGM Doubles Revs, 'Hobbit' Helps May 16, 5:56 p.m.
A big positive swing for MGM Holdings was seen in its first-quarter earning results, thanks to ...
Be the first to comment on "B2B Ad Pages Slip In Print, Rise In Digital"
Leave a Comment