• by Jack Loechner , Staff Writer @mp_research, May 4, 2003

Magazine Ad Pages and Revenue Up Through March

Total magazine advertising revenue for the month of March increased 11.6% compared to March of last year, closing at $1,593,908,286, according to Publishers Information Bureau (PIB). Ad pages for March totaled 21,561.0, up 9.1% from last year. Year-to-date, advertising revenue closed at $3,701,597,008, an increase of 10.3%, and ad pages were 49,729.3, up 5.3% from last year.

Nine of the 12 major advertising categories experienced growth in advertising revenue over March 2002, while nine of 12 recorded ad page growth. Drugs & Remedies and Home Furnishings & Supplies saw significant increases in ad revenue and pages in March 2003. Only Technology experienced declines in both revenue and pages. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

Ten out of the 12 major advertising categories sustained dollar gains for the year-to-date comparison, with eight of 12 seeing growth in ad pages. Automotive and Drugs & Remedies registered notable increases in both revenue and pages. Technology; Financial, Insurance & Real Estate; Direct Response; and Food & Food Products experienced declines in ad pages, year-to-date.

1st Q 2003 Magazine Advertising

	2003 DOLLARS	% CHG	2003 PAGES	% CHG
AUTOMOTIVE	$425,952,027	27.8%	4,756.7	26.6%
DRUGS & REMEDIES	$390,217,496	29.7%	3,659.3	23.6%
FOOD & FOOD PRODUCTS	$310,330,604	-0.1%	2,323.3	-0.8%
TOILETRIES & COSMETICS	$294,481,689	14.5%	3,065.6	9.6%
DIRECT RESPONSE	$291,271,041	0.5%	4,545.9	-3.2%
HOME FURNISHINGS & SUPPLIES	$268,889,538	19.2%	3,094.7	11.4%
APPAREL & ACCESSORIES	$249,583,678	8.6%	5,072.8	8.5%
MEDIA & ADVERTISING	$232,963,354	7.6%	2,513.7	3.5%
TECHNOLOGY	$226,006,352	-6.5%	2,926.5	-5.4%
FINANCIAL, INSURANCE & REAL ESTATE	$181,132,210	0.6%	2,298.2	-4.7%
RETAIL	$178,775,108	12.3%	3,034.6	10.5%
PUBLIC TRANSPORTATION, HOTELS & RESORTS	$168,318,998	17.7%	3,234.9	6.7%

"We are pleased that the first quarter of 2003 closed on a positive note," commented Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. "Most categories experienced gains, but the standouts are still: Automotive, Drugs & Remedies and Home Furnishings & Supplies."

Find out more here.