Magazine Advertisers Proceed with Caution

  • by November 8, 2001
Total magazine advertising revenue for the month of October closed at $1,629,475,871 – a 9.6% decrease from last year, according to the Publishers Information Bureau. Advertising pages for October were 23,237 - down 16.8% from last year. Year-to-date, magazine advertising revenue decreased 3.4%, closing at $13,349,187,089, and ad pages were 197,251 – down 10.1% over last year.

“Magazines, like all media, are feeling the effects of the economic downturn, as well as the repercussions from September 11th,” said Ellen Oppenheim, EVP/Chief Marketing Office of the Magazine Publishers Association.

Five of the major advertising categories showed positive dollar growth this October. Gains were noted in Direct Response Companies, Food & Food Products, Toiletries & Cosmetics, Home Furnishings & Supplies, and Automotive.

Losses were most notable in Technology, Media & Advertising, Financial, Insurance & Real Estate, Public Transportation, Hotels & Resorts, and Apparel & Accessories.

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The above 12 categories are the most significant contributors to PIB revenue, comprising more than 85% of total ad spending.

Gains were noted in seven out of 12 categories for the year=to=date comparison, most notably in Toiletries & Cosmetics, Drugs & Remedies, Food & Food Products, Direct Response Companies, and Apparel & Accessories. Losses were most notable for Technology, Retail, Financial, Insurance & Real Estate, and Media & Advertising.

Enhanced and expanded information is available on the PIB website.

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