Fifth Month of Magazine Advertising Growth in September

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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