• by John Gaffney , June 10, 2002

The May ad page and revenue report from the Publishers Information Bureau shows reason for tempered optimism in the print sector. Total magazine advertising revenue for the month of May increased 2.4% from last year, closing at $1,510,367,049. Ad pages for May were 20,268, down 6.3% from last year. Year-to-date, advertising revenue reflected a decrease of 3.3%, closing at $6,332,458,233. Ad pages were 87,217, down 11.6% over last year.

The revenue and page count was down slightly compared to April. However several key categories showed signs of awakening. The pharmaceutical sector continued to grow, posting an 11% page increase over last year and a 111-page increase over April. Food and food products posted the biggest jump with a 20% page hike over May 2001, and a 116 page jump over April 2002. Month to month gains were also seen in the automotive sector, apparel and cosmetics.

Year-to-date however, the data shows a continued to lag for magazines. Technology is leading the downward trend over last year with a 31% page slide. Financial services are down 27% and apparel is down 20%.

Notable individual increases over last May were turned in by Lucky (61% increase) Scientific American (83%) and FHM (36%). High profile declines: American Heritage (100%) National Geographic (26%) and PC Magazine (26%).