Fifth Month of Magazine Advertising Growth in September
Total magazine rate-card-reported advertising revenue for the month of September 2004 closed at $2,286,636,158, an increase of +17.1% compared to September 2003, according to Publishers Information Bureau (PIB). Ad pages totaled 25,165.36, up +8.5% from last year. Year-to-date, rate-card-reported revenue closed at $14,908,324,440, an increase of +9.7%, with ad pages totaling 164,277.46, registering a +2.2% gain.
Nine of the 12 major advertising categories recorded both PIB revenue and page increases for September compared to last year, with five categories posting double-digit gains: Retail; Home Furnishings & Supplies; Food & Food Products; Financial, Insurance & Real Estate; and Public Transportation, Hotels and Resorts. Financial, Insurance & Real Estate has recorded its seventh consecutive month of increases in September.
September 2004
| Class | 2004 Dollars | % Chg | 2004 Pages | % Chg |
| Apparel & Accessories | 286,773,588 | 8.6 | 3,622.29 | 2.5 |
| Retail | 224,763,345 | 54.7 | 2,675.80 | 37.0 |
| Toiletries & Cosmetics | 209,565,350 | 10.0 | 1,993.41 | 2.3 |
| Home Furn & Supplies | 197,821,882 | 28.7 | 1,949.72 | 18.3 |
| Automotive | 190,896,360 | 8.1 | 1,973.14 | 3.3 |
| Drugs & Remedies | 159,209,018 | 0.3 | 1,422.41 | -0.2 |
| Direct Response Co's | 147,664,745 | 18.8 | 1,732.28 | 2.8 |
| Media & Advertising | 130,460,150 | 0.9 | 1,236.77 | -2.9 |
| Finance, Ins & Real Est | 123,550,438 | 24.8 | 1,223.11 | 17.1 |
| PublicTrans, Hotels & Resort | 102,662,863 | 48.7 | 1,427.54 | 23.6 |
| Technology | 91,328,362 | -5.6 | 1,100.43 | -7.7 |
Source: Publishers Information Bureau
Year-to-date, the strongest performers have been Financial, Insurance & Real Estate; Media & Advertising; Public Transportation, Hotels & Resorts; and Retail.
January - September 2004 vs. 2003
| Class | 2004 Dollars | % Chg | 2004 Pages | % Chg |
| Automotive | 1,608,617,663 | 2.4 | 16,046.34 | -3.0 |
| Drugs & Remedies | 1,357,587,006 | 2.4 | 11,757.00 | -0.9 |
| Toiletries & Cosmetics | 1,349,793,267 | 4.9 | 12,674.16 | -0.9 |
| Apparel & Accessories | 1,226,166,581 | 10.0 | 16,497.70 | 1.7 |
| Home Furn & Supplies | 1,169,611,561 | 6.3 | 11,571.92 | 1.0 |
| Food & Food Products | 1,142,453,469 | 12.6 | 8,363.67 | 7.9 |
| Direct Response Co's | 1,010,014,115 | 6.0 | 12,613.38 | -1.1 |
| Media & Advertising | 940,404,680 | 17.0 | 8,623.93 | 6.7 |
| Retail | 863,584,801 | 19.6 | 10,508.89 | 8.0 |
| Finance, Ins & Real Est | 768,487,067 | 27.0 | 8,352.21 | 17.1 |
| Technology | 766,442,507 | -0.2 | 8,817.01 | -4.7 |
| Trans, Hotels&Resorts | 673,953,692 | 25.0 | 9,670.71 | 8.3 |
Source: Publishers Information Bureau
Ellen Oppenheim, EVP and Chief Marketing Officer, Magazine Publishers of America, said "Magazine advertising hit a high for the year in September, illustrating that advertisers continue to recognize magazines as a unique medium that engages consumers in an age of interruption."
You can find out more here.
JACK LOECHNER
Center for Media Research
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