Commentary
Magazine Ad Pages and Dollars Up Through August
- by Jack Loechner , Staff Writer @mp_research, October 6, 2006
According to a Publishers Information Bureau (PIB) report in September, total magazine rate-card-reported advertising revenue for the month of August increased 9.6% compared to the same month last year, closing at $1,557,070,868. Ad pages totaled 15,305.55, up 4.4% against August 2005.
Nine major advertising categories showed an increase in PIB revenues and pages over August 2005. Four of those categories posted double-digit gains in pages: Drugs & Remedies, Food & Food Products, Retail, and Public Transportation.
Advertising for drug products and corporate brands drove much of the growth in Drugs & Remedies. For Food & Food Products, ads for beverages were a big driver.
August 2006 Magazine Ad Revenue And Pages Vs. 2005 (Data as of September 7th, 2006) | ||||
Class Name | 2006 Dollars | %CHG | 2006 Pages | % CHG |
Drugs & Remedies | 195,772,190 | 29.4 | 1,479.51 | 18.7 |
Toiletries & Cosmetics | 164,006,184 | -1.4 | 1,362.62 | -5.3 |
Automotive | 157,469,663 | 0.9 | 1,456.00 | -1.6 |
Food & Food Products | 124,293,781 | 17.6 | 883.42 | 16.7 |
Direct Response Companies | 122,557,986 | 5.9 | 1,212.01 | 2.7 |
Apparel & Accessories | 118,324,697 | 8.1 | 1,424.10 | 1.0 |
Media & Advertising | 109,763,248 | 8.3 | 957.30 | 5.8 |
Retail | 99,026,318 | 36.1 | 1,010.70 | 18.2 |
Home Furnishings & Supplies | ||||
88,172,199 | 6.6 | 727.77 | 0.9 | |
Financial, Insurance & Real Estate | ||||
67,648,175 | 1.5 | 735.54 | 1.5 | |
Technology | 65,427,092 | -1.2 | 687.80 | -5.4 |
Public Transportation, Hotels & Resorts | ||||
47,014,031 | 6.8 | 689.78 | 12.6 | |
Source: Publishers Information Bureau, September 2006 | ||||
In the first eight months of 2006, eight categories saw PIB revenue and page gains against the comparable period last year, with Drugs & Remedies and Retail registering double-digit growth.
January To August 2006 Magazine Ad Revenue And Pages Vs. 2005 (Data as of September 7th, 2006) | ||||
Class Name | 2006 Dollars | %CHG | 2006 Pages | %CHG |
Drugs & Remedies | 1,485,714,643 | 18.6 | 11,743.93 | 12.4 |
Toiletries & Cosmetics | 1,416,867,191 | 7.8 | 11,637.90 | 1.0 |
Automotive | 1,286,681,948 | -11.8 | 12,230.40 | -14.6 |
Food & Food Products | 1,192,290,636 | 0.7 | 8,401.89 | -1.2 |
Direct Response Companies | ||||
1,108,160,024 | 2.8 | 11,775.89 | 0.8 | |
Apparel & Accessories | 1,084,151,623 | 6.1 | 13,721.41 | 2.0 |
Home Furnishings & Supplies | ||||
965,647,198 | 0.5 | 9,252.80 | -1.7 | |
Media & Advertising | 942,655,461 | 4.7 | 8,389.22 | -0.1 |
Retail | 845,073,818 | 19.6 | 9,500.33 | 10.6 |
Financial, Insurance & | ||||
Real Estate | 759,676,738 | 2.0 | 8,456.59 | 2.2 |
Public Transportation, Hotels & Resorts | ||||
675,816,554 | 3.4 | 8,929.75 | 3.3 | |
Technology | 667,810,879 | 9.7 | 7,052.45 | 3.5 |
Source: Publishers Information Bureau, September 2006 | ||||
Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America, said "A broad range of ad categories buoyed the magazine industry in August. in particular Drugs & Remedies, the top magazine ad category for the third time this year. ...Automotive showed only a slight softness in pages compared to last year..."
For the complete release, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.