Magazine Advertising Down, But Household Basics Endured
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.
JACK LOECHNER
Center for Media Research
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