• by Jack Loechner , Staff Writer @mp_research, October 24, 2004

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."

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