Commentary
Retail Strong in Magazine Ad Growth in October
- by Jack Loechner , Staff Writer @mp_research, November 24, 2006
According to Publishers Information Bureau (PIB), total magazine rate-card-reported advertising revenue for the month of October increased 1.9% compared to the same month last year, closing at $2,391,918,204, Ad pages totaled 24,313.22, at -1.2% against October 2005. From January through October, PIB revenue closed at $19,336,025,648, an increase of 4.1% over the same period in 2005, with ad pages totaling 197,854.97, gaining 0.4% over the previous year.
Retail showed the biggest increases in 2006 versus last October, posting a 36% increase in PIB revenue and 26.3% in pages.
October 2006 Ad Pages, Dollars and Change From 2005 | ||||
Class Name | 2006 Dollars | %Chg | 2006 Pages | %Chg |
DRUGS & REMEDIES | 228,656,863 | 10.6 | 1,835.36 | 10.6 |
TOILETRIES & COSMETICS | 224,858,196 | -2.9 | 1,926.26 | -6.6 |
RETAIL | 219,246,127 | 36.0 | 2,238.43 | 26.3 |
APPAREL & ACCESSORIES | 197,248,018 | 0.8 | 2,207.67 | -7.9 |
HOME FURNISHINGS & SUPPLIES | 185,469,701 | -4.4 | 1,803.43 | -7.0 |
FOOD & FOOD PRODUCTS | 175,755,381 | 8.7 | 1,253.02 | 5.1 |
AUTOMOTIVE | 171,541,803 | -17.3 | 1,658.82 | -20.3 |
MEDIA & ADVERTISING | 154,145,785 | -1.2 | 1,459.52 | -5.7 |
DIRECT RESPONSE COMPANIES | 152,248,828 | -6.7 | 1,595.68 | -3.7 |
FINANCIAL, INSURANCE & REAL ESTATE | 140,307,564 | -9.4 | 1,516.83 | -8.5 |
PUBLIC TRANSPORTATION, HOTELS & RESORTS | 120,306,506 | 10.4 | 1,617.11 | 11.0 |
TECHNOLOGY | 116,299,405 | -5.0 | 1,202.44 | -8.7 |
Data as of November 6th, 2006 | ||||
To date in 2006, eight categories saw PIB revenue and page gains versus the comparable period last year. The Drugs & Remedies and Retail categories registered double-digit growth.
January-October 2006 Ad Pages, Dollars and Change From 2005 | ||||
Class Name | 2006 Dollars | %Chg | 2006 Pages | %Chg |
DRUGS & REMEDIES | 1,942,204,874 | 17.9 | 15,344.14 | 12.0 |
TOILETRIES & COSMETICS | 1,882,168,522 | 5.3 | 15,656.22 | -0.4 |
AUTOMOTIVE | 1,651,443,944 | -10.9 | 15,783.26 | -13.6 |
APPAREL & ACCESSORIES | 1,594,325,559 | 5.6 | 19,381.85 | 0.2 |
FOOD & FOOD PRODUCTS | 1,539,721,717 | 3.0 | 10,987.71 | 1.0 |
DIRECT RESPONSE COMPANIES | 1,434,234,502 | 1.6 | 15,216.55 | 0.6 |
HOME FURNISHINGS & SUPPLIES | 1,336,223,731 | 1.2 | 12,877.16 | -1.4 |
RETAIL | 1,326,395,593 | 19.7 | 14,481.56 | 10.1 |
MEDIA & ADVERTISING | 1,272,905,982 | 3.9 | 11,446.43 | -0.5 |
FINANCIAL, INSURANCE & REAL ESTATE | 1,035,919,963 | 0.3 | 11,416.13 | 0.9 |
PUBLIC TRANSPORTATION, HOTELS & RESORTS | 906,044,047 | 3.7 | 11,955.41 | 3.1 |
TECHNOLOGY | 885,585,157 | 5.1 | 9,366.27 | 0.7 |
Data as of November 6th, 2006 | ||||
Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America, said "Retail, which rose significantly in October, has been one of the most consistent performers this year, registering PIB revenue and page gains in seven out of ten months..."
More detail may be found here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.