Commentary

Magazine Ad Pages and Dollars Up Through August

Magazine Ad Pages and Dollars Up Through August

According to a Publishers Information Bureau (PIB) report in September, total magazine rate-card-reported advertising revenue for the month of August increased 9.6% compared to the same month last year, closing at $1,557,070,868. Ad pages totaled 15,305.55, up 4.4% against August 2005.

Nine major advertising categories showed an increase in PIB revenues and pages over August 2005. Four of those categories posted double-digit gains in pages: Drugs & Remedies, Food & Food Products, Retail, and Public Transportation.

Advertising for drug products and corporate brands drove much of the growth in Drugs & Remedies. For Food & Food Products, ads for beverages were a big driver.

August 2006 Magazine Ad Revenue And Pages Vs. 2005 (Data as of September 7th, 2006)

Class Name

2006 Dollars

%CHG

2006 Pages

% CHG

Drugs & Remedies

195,772,190

29.4

1,479.51

18.7

Toiletries & Cosmetics

164,006,184

-1.4

1,362.62

-5.3

Automotive

157,469,663

0.9

1,456.00

-1.6

Food & Food Products

124,293,781

17.6

883.42

16.7

Direct Response Companies

122,557,986

5.9

1,212.01

2.7

Apparel & Accessories

118,324,697

8.1

1,424.10

1.0

Media & Advertising

109,763,248

8.3

957.30

5.8

Retail

99,026,318

36.1

1,010.70

18.2

Home Furnishings

& Supplies

88,172,199

6.6

727.77

0.9

Financial, Insurance

& Real Estate

67,648,175

1.5

735.54

1.5

Technology

65,427,092

-1.2

687.80

-5.4

Public Transportation,

Hotels & Resorts

47,014,031

6.8

689.78

12.6

Source: Publishers Information Bureau, September 2006

In the first eight months of 2006, eight categories saw PIB revenue and page gains against the comparable period last year, with Drugs & Remedies and Retail registering double-digit growth.

January To August 2006 Magazine Ad Revenue And Pages Vs. 2005 (Data as of September 7th, 2006)

Class Name

2006 Dollars

%CHG

2006 Pages

%CHG

Drugs & Remedies

1,485,714,643

18.6

11,743.93

12.4

Toiletries & Cosmetics

1,416,867,191

7.8

11,637.90

1.0

Automotive

1,286,681,948

-11.8

12,230.40

-14.6

Food & Food Products

1,192,290,636

0.7

8,401.89

-1.2

Direct Response

Companies

1,108,160,024

2.8

11,775.89

0.8

Apparel & Accessories

1,084,151,623

6.1

13,721.41

2.0

Home Furnishings

& Supplies

965,647,198

0.5

9,252.80

-1.7

Media & Advertising

942,655,461

4.7

8,389.22

-0.1

Retail

845,073,818

19.6

9,500.33

10.6

Financial, Insurance &

Real Estate

759,676,738

2.0

8,456.59

2.2

Public Transportation,

Hotels & Resorts

675,816,554

3.4

8,929.75

3.3

Technology

667,810,879

9.7

7,052.45

3.5

Source: Publishers Information Bureau, September 2006

Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America, said "A broad range of ad categories buoyed the magazine industry in August. in particular Drugs & Remedies, the top magazine ad category for the third time this year. ...Automotive showed only a slight softness in pages compared to last year..."

For the complete release, please visit here.

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