• by Dana Blankenhorn , April 10, 2003

Publishers Information Bureau (PIB) figures released yesterday showed that while most magazine ad sales rose, with industry revenues for the year up 10.3% to $3.701 billion, the economy in general lagged well behind. And there were huge gaps between the fastest-growing sectors of the magazine business and the industries they cover.

One example, magazines covering drugs and health racked up a hefty 32.1% rise in ad pages, with total sales up 41.9%, to $168.371 million, according to PIB. Revenue at Mens' Health was up nearly 35%, and Remedy Magazine scored a 43.7% gain. CVS, however, the second-largest drug store chain, reported same-store sales were up in March, but only by 2.3%. Non-pharmacy sales were actually down.

Magazines specializing in home furnishings got 23.9% more ad pages and scored a 36.1% revenue increase, the second biggest among the groups, to $111.848 million. Home Magazine had a 44.8% sales gain, and Metropolitan Home sales were up 33.3%. But the furniture market at High Point this week was down, said Britt Beemer, president of America's Research Group Inc. in Charleston, SC, who spoke there, and there were no major product introductions, against a half-dozen last year.

Auto magazines racked up a 20.9% increase in ad pages, with revenues up 18.9% to $182.210 million. But the "Big Three" U.S. auto makers are seeing sales declines, with March sales down 3.8%, despite an extension of zero percent financing by GM. Apparel magazines were another bright spot during the first quarter. Ad pages were up 24.7% and revenues up 15.3%, to $145.096 million. Details Magazine scored a 52% revenue gain, Glamour was up 24.2%.

While many retailers were hurting in March Ellen Oppenheim, Executive Vice President and Chief Marketing Officer for the MPA, said in a press statement that March was the savior for the magazine industry. Ad sales in March were up 11.6% from a year ago, with ad pages up 9.1%. For the full quarter, sales were up 10.3% and pages were up 5.3%.

Spokeswoman Ronni Faust noted, "Last year we were only starting to feel 9/11, starting in January." Publishers had easy comparisons to beat. Losers for the quarter were magazines covering technology, finance, or the media, all of which saw ad pages and total sales decline. Technology had it worst, with ad pages down 9% and total sales down 6.7%.