Commentary
Biggest Growth in Magazine Ads For Auto, Drugs and Toiletries in January
- by Jack Loechner , Staff Writer @mp_research, February 28, 2007
According to Publishers Information Bureau, total magazine rate-card-reported advertising revenue for the month of January 2007 increased 5.9%, compared to January of last year, closing at $1,295,177,793, while ad pages were down almost one percent.
The Drugs & Remedies, Automotive, and Toiletries & Cosmetics categories recorded double-digit gains in magazine advertising spending and pages in January 2007.
Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America, said "The Automotive category recorded its first double-digit increase in both PIB dollars and pages since June 2006, driven in part by a resurgence in spending by domestic automakers."
Also up in both revenue and pages were Retail, Direct Response and Media & Advertising. Ad spend in the Retail category in January came from a broad range of companies, from specialty stores and supercenters to department stores and high-end retailers. Nutrition and fitness ads helped propel the increases in Direct Response, while multimedia entertainment companies drove some of the growth in Media & Advertising.
Magazine Advertising January Revenues and Pages: 2007 vs 2006 | ||||
Class Name | 2007 Dollars | % Chg vs. 2006 | 2007 Pages | % Chg vs.2006 |
Drugs & Remedies | 161,363,973 | 19.0 | 1,222.44 | 14.9 |
Automotive | 132,499,869 | 24.1 | 1,216.57 | 16.4 |
Direct Response Companies | 125,144,389 | 13.2 | 1,325.17 | 7.5 |
Media & Advertising | 107,515,860 | 5.3 | 962.30 | 9.6 |
Food & Food Products | 93,153,056 | -14.9 | 642.27 | -14.2 |
Toiletries & Cosmetics | 91,895,096 | 19.1 | 669.26 | 11.8 |
Financial, Insurance & Real Estate | 83,845,868 | 2.1 | 871.97 | -3.8 |
Technology | 67,677,012 | -5.1 | 712.61 | -12.3 |
Public Transportation, Hotels & Resorts | 66,880,270 | -2.3 | 875.78 | -8.6 |
Apparel & Accessories | 65,709,381 | -3.8 | 878.74 | -21.6 |
Home Furnishings & Supplies | 65,362,881 | -16.6 | 637.59 | -18.5 |
Retail | 51,672,215 | 26.6 | 593.17 | 2.5 |
Source: Publishers Information Bureau, February 8th, 2007 | ||||
Expanded PIB information is available here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.