Magazine Advertising Through March Down, April Better
Total magazine advertising revenue for the month of March closed at $1,377,102,513, a 1.7% decrease from last year, according to Publishers Information Bureau (PIB). Advertising pages for March were 19,350, down 10.0% from last year. Year-to-date, advertising revenue decreased 6.3%, closing at $3,286,776,734, and ad pages were 46,624, down 14.1% over last year. However, the returns for April alone were slightly better, with ad pages down 10% and ad revenue up 11% from March.
March 2002 vs. 2001
Five of the major advertising categories showed positive dollar growth this March.
| 2002 | 2001 | 2002 | % CHG | |
| DOLLARS | DOLLARS | PAGES | PAGES | |
| (Million$) | (million$) | (million) | '01-'02 | |
| Automotive | $144.8 | $123.9 | 1,673.8 | 11.1% |
| Apparel & Accessories | $124.5 | $143.9 | 2,211.1 | -17.4% |
| Food & Food Products | $120.4 | $99.3 | 930.7 | 4.2% |
| Drugs & Remedies | $112.3 | $101.9 | 1,129.7 | 5.7% |
| Direct Response Companies | $106.7 | $97.1 | 1,676.8 | -0.9% |
| Toiletries & Cosmetics | $106.0 | $116.1 | 1,204.0 | -14.3% |
| Retail | $89.4 | $90.8 | 1,488.7 | -11.5% |
| Technology | $89.2 | $102.4 | 1,161.9 | -24.9% |
| Household Furnishings & Supplies | $79.7 | $91.2 | 1,015.4 | -20.0% |
| Media & Advertising | $79.5 | $76.7 | 920.3 | -2.5% |
| Financial, Insurance & Real Estate | $71.9 | $94.0 | 959.5 | -29.4% |
| Public Transportation, Hotels & Resorts | $66.8 | $82.5 | 1,345.5 | -17.0% |
"Overall, the March declines are not as dramatic as those in recent months," noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. "We hope that this signals the beginning of an advertising uptick."
JACK LOECHNER
Center for Media Research
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