Magazine Advertising Down, But Household Basics Endured

According to Publishers Information Bureau (PIB), total magazine rate-card-reported advertising revenue for the full-year 2008 closed at $23,652,018,533, posting a 7.8% decline against the previous year. A total of 220,813 advertising pages were generated throughout the year, a drop of 11.7% compared to 2007.  In the fourth quarter, PIB revenue showed a 13.8% decrease compared to 2007's fourth quarter.  There were 60,814.50 advertising pages counted for the quarter, a decline of 17.1% compared to the same period in 2007.

Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, MPA, says "... magazines have been affected by the economic slump... for longer-lead time monthlies, consumers cut spending during the summer... (causing) advertisers to put buy fewer ads in year-end magazine issues...  In the fall and early winter, rising unemployment and steep stock market declines led to restrained ad spending in weekly titles."

In 2008, declines were seen across the top 12 magazine advertising categories, in both PIB revenues and pages. The most significant decreases were seen in the most beleaguered of sectors: Automotive and Home Furnishings & Supplies. Financial, Insurance & Real Estate. Drugs & Remedies, also saw double-digit declines.

There were bright spots in some of the more recession-resistant subsectors, says the report. For example, ad page and revenue gains were seen for household soaps, cleansers & polishes, and discount department & variety stories within the Retail category, reflecting a budget-conscious environment. In the fourth quarter specifically, growth was seen within Food & Food Products, for basics like dairy, produce and meats; within Apparel & Accessories, for clothing accessories like handbags or hats; as well as within Toiletries & Cosmetics, for personal hygiene & health products.

Full Year Ad Spend Category Totals (2008 vs. 2007)

 

2008

Class Name 

Dollars

%Chg

 Pages 

%Chg

 

 

 

 

 

Toiletries & Cosmetics 

2,476,298,686

-3.9

18,104.86

-9.3

Drugs & Remedies 

2,223,066,800

-14.5

16,706.73

-16.3

Food & Food Products 

2,099,542,708

-1.2

13,573.26

-7.5

Apparel & Accessories 

2,035,274,756

-6.5

22,429.39

-8.2

Retail 

1,881,949,565

-0.8

17,892.46

-7.1

Media & Advertising 

1,743,892,205

-2.1

14,992.89

-2.8

Direct Response Companies 

1,670,112,388

-8.5

16,364.13

-11.2

Automotive 

1,602,279,970

-20.5

14,000.83

-24.3

Home Furnishings & Supplies 

1,384,338,034

-11.5

11,922.41

-17.9

Financial, Insurance & Real Estate 

1,231,277,017

-11.0

11,954.58

-17.3

Public Transportation, Hotels & Resorts 

1,152,174,703

-1.6

14,232.81

-5.3

Technology 

974,403,735

-9.7

9,084.52

-14.7

Source: Publishers Information Bureau, January 9th, 2009  

 

Fourth Quarter Ad Spend Category Totals (2008 vs. 2007)

 

 

2008

Class Name 

Dollars

%Chg

 Pages 

%Chg

 

 

 

 

 

Toiletries & Cosmetics 

730,169,827

-1.7

5,408.81

-8.0

Apparel & Accessories 

608,439,307

-10.0

6,403.49

-12.2

Drugs & Remedies 

563,573,094

-18.8

4,301.07

-19.3

Retail 

543,299,935

-13.2

5,075.20

-16.1

Food & Food Products 

498,841,110

-13.4

3,300.90

-17.6

Media & Advertising 

497,708,642

-5.1

4,345.32

-7.2

Direct Response Companies 

439,891,206

-12.1

4,310.62

-13.0

Automotive 

439,748,768

-21.7

3,814.14

-25.8

Home Furnishings & Supplies 

438,285,079

-18.0

3,710.25

-22.8

Financial, Insurance & Real Estate 

324,020,824

-32.8

3,071.99

-36.5

Technology 

317,409,924

-5.3

2,788.14

-14.7

Public Transportation, Hotels & Resorts 

294,687,827

-12.9

3,911.28

-13.5

Source: Publishers Information Bureau, January 9th, 2009

Please visit these links for magazine totals 2008 Full Year, ad revenue, for magazine totals 4th quarter, ad pages, or for magazine category totals, year 2008 and 4th quarter.

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