Commentary

Biggest Growth in Magazine Ads For Auto, Drugs and Toiletries in January

Biggest Growth in Magazine Ads For Auto, Drugs and Toiletries in January

According to Publishers Information Bureau, total magazine rate-card-reported advertising revenue for the month of January 2007 increased 5.9%, compared to January of last year, closing at $1,295,177,793, while ad pages were down almost one percent.

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The Drugs & Remedies, Automotive, and Toiletries & Cosmetics categories recorded double-digit gains in magazine advertising spending and pages in January 2007.

Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America, said "The Automotive category recorded its first double-digit increase in both PIB dollars and pages since June 2006, driven in part by a resurgence in spending by domestic automakers."

Also up in both revenue and pages were Retail, Direct Response and Media & Advertising. Ad spend in the Retail category in January came from a broad range of companies, from specialty stores and supercenters to department stores and high-end retailers. Nutrition and fitness ads helped propel the increases in Direct Response, while multimedia entertainment companies drove some of the growth in Media & Advertising.

Magazine Advertising January Revenues and Pages: 2007 vs 2006

Class Name

2007 Dollars

% Chg vs. 2006

2007 Pages

% Chg vs.2006

Drugs & Remedies

161,363,973

19.0

1,222.44

14.9

Automotive

132,499,869

24.1

1,216.57

16.4

Direct Response Companies

125,144,389

13.2

1,325.17

7.5

Media & Advertising

107,515,860

5.3

962.30

9.6

Food & Food Products

93,153,056

-14.9

642.27

-14.2

Toiletries & Cosmetics

91,895,096

19.1

669.26

11.8

Financial, Insurance & Real Estate

83,845,868

2.1

871.97

-3.8

Technology

67,677,012

-5.1

712.61

-12.3

Public Transportation, Hotels & Resorts

66,880,270

-2.3

875.78

-8.6

Apparel & Accessories

65,709,381

-3.8

878.74

-21.6

Home Furnishings & Supplies

65,362,881

-16.6

637.59

-18.5

Retail

51,672,215

26.6

593.17

2.5

Source: Publishers Information Bureau, February 8th, 2007

Expanded PIB information is available here.

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