• by Jack Loechner , Staff Writer @mp_research, September 17, 2010

According to Publishers Information Bureau, for the first time in nine quarters both total magazine pages and rate-card-reported revenue posted gains. During the second quarter of 2010, magazine rate-card-reported advertising revenue closed at $5.2 billion, generating a 5.7% increase against the same period in 2009.  PIB recorded a gain in ad pages of 0.8% in the second quarter compared to April through June, of 2009.  The fourth quarter of 2007 marked the last time that magazine advertising revenue or pages recorded growth. 

Strong second quarter performance helped total magazine rate-card-reported advertising revenue for the first half of 2010 rise 1.2%, compared to 2009 first half.  Total PIB revenue for the first half totaled $ 9.3 billion, compared to $9.1billion through the first six months of 2009.   Ad pages during the first half declined 4.0% compared to January through June, 2009.

Nina Link, President & CEO of Magazine Publishers of America, said that "... the robust return of Automotive advertising to magazines, aided by equally strong performances by Finance, Real Estate, Toiletries and Cosmetics, helped position magazines for solid second quarter improvement... "

PIB ad revenue and pages grew in six of 12 major advertising categories during the second quarter of 2010. This marks the first time since 2007, when PIB moved to a quarterly reporting schedule, that the Auto category has posted a double-digit increase in both pages and revenue (28% pages / 41% revenue). Other categories with double-digit increases in both pages and revenue are Financial, Insurance & Real Estate and Toiletries & Cosmetics.

In the second quarter, 130 magazines increased ad pages, compared to 15 magazines during the same period in 2009. One hundred and thirty-six titles registered PIB revenue gains in Q2, versus 30 titles in the same period of last year.

Four of 12 major categories contributed to PIB growth during the first half of 2010: Automotive; Financial, Insurance & Real Estate; Home Furnishings & Supplies; and Toiletries & Cosmetics.  All but the Home category posted double-digit PIB revenue and page increases over first half 2009.

For the PIB Q2 Magazine Ad Report, please go here.

For complete Q2 or 2010 vs. 2009 magazine details available in Excel, please visit the PIB here.

For complete first half of 2010 vs. 2009 magazine details available in Excel, please visit the PIB here.