Commentary

Some Up, Some Down

  • by May 16, 2001
Some Up, Some Down

According to Publishers Information Bureau, magazine advertising revenue for the month of April closed at $1.6 billion, a 1.2% decrease from last year. Pages for April were down 9.5% from last year. Year-to-date, advertising revenue rose slightly with a 0.3% increase to $5.2 billion, and ad pages were 79 thousand , down 7.5% over last year.

Positive dollar growth for April was in Toiletries & Cosmetics; Apparel & Accessories; Food & Food Products; Drugs & Remedies; Transportation, Hotels & Resorts; and Direct Response Companies. In the year-to-date comparison, growth is in Apparel & Accessories; Food & Food Products; Toiletries & Cosmetics; Drugs & Remedies; Transportation, Hotels & Resorts; Home Furnishings & Supplies; and Direct Response Companies

The month of April looked like this:

2001 $ mil% CHG2001 Pgs% CHG
Automotive
$152.2
-6.9%
1,852
-8.0
Apparel & Accessories
$146.4
14.2%
2,783
3.2
Toiletries & Cosmetics
$141.5
23.9%
1,752
19.8
Technology
$132.4
-17.8%
2,016
-29.1
Drugs & Remedies
$118.7
11.5%
1,262
7.1
Food & Food Products
115.9
14.6%
1,000
7.9
Home Furnishings & Supplies
$106.1
-9.5%
1,383
-11.5
Financial, Insurance & Real Estate
$100.8
-13.8%
1,392
-20.3
Direct Response Companies
97.2
4.6%
1,725
0.8
Transportation, Hotels & Resorts
$95.9
10.0%
1,621
-1.3
Retail
$95.0
-13.8%
1,551
-19.5
Media & Advertising
$83.1
-14.4%
1,024
-31.0

Economically sensitive categories like Home Furnishings & Supplies and Financial, Insurance & Real Estate, are beginning to experience declines (in ad revenues).” said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America.

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