Magazine PIB Advertising Revenue Up 6.1% in 1H07

July 13, 2007

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Total magazine rate-card-reported advertising revenue for the first half of 2007 increased 6.1% compared with the same six-month period last year, closing at $11.838 billion, according to Publishers Information Bureau (PIB), as reported by Magazine Publishers of America (MPA).

Ad pages totaled 114,659.11 in the first of the year, essentially even at -0.5% compared with the first half of 2006.

Total PIB revenue for the second quarter of 2007 increased 5.2% compared with the second quarter of 2006, closing at $6.549 billion. Ad pages totaled 62,298.49, a decrease of 1.9% compared with 2Q06.

First Half 2007 vs. First Half 2006


In 1H07, spending increased in eight major advertising categories compared with 1H06: Drugs & Remedies; Toiletries & Cosmetics; Food & Food Products; Apparel & Accessories; Direct Response; Media & Advertising; Retail; and Public Transportation, Hotels & Resorts.

Drugs & Remedies; Food & Food Products; Media & Advertising; and Retail also saw page gains compared with 1H06. (In all, 12 categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

Drugs & Remedies in the first half underwent double-digit growth in PIB revenue (17.1%) and ad pages (11%).

Food & Products, the third top category by PIB revenue, posted an improvement of 12.2% in dollars and 7% in pages.

Retail registered the second-highest increase in PIB revenue (15.3%) and posted gains in pages (5.6%).
1H07 magazine totals are available here.

2Q07 vs. 2Q06


In 2Q07, eight categories posted PIB revenue increases compared with 2Q06: Toiletries & Cosmetics; Drugs & Remedies; Food & Food Products; Apparel & Accessories; Media & Advertising; Retail; Public Transportation, Hotels & Resorts; and Financial, Insurance & Real Estate.

Toiletries & Cosmetics; Drugs & Remedies; Food & Food Products; Media & Advertising; and Retail also posted gains in pages compared with 2Q06.

Toiletries & Cosmetics was the number one magazine advertising category by PIB revenue in Q2. It ranked first in both April and May, and ranked second in June. A boost in advertising for cosmetics and beauty aids and personal hygiene and health products accounted for the bulk of the 9.7% growth in spending in Q2.

Within Q2, Food & Food products saw an influx of advertising from prepared foods and confections (as it did for the full first half), but in Q2 beverages was another top ad-spend subcategory.

Food retained its spot as third-highest ad category by PIB revenue every month in Q2.

2Q07 magazine totals are available here.

“Magazine advertising continued to hold its own through the first half of 2007, thanks in part to the sustained growth in the Drugs & Remedies, Retail and Food categories, which ranked as the top three ad categories in terms of PIB revenue growth in the first half of the year,”

“The targeted nature of magazine advertising often serves as a window on larger economic trends, and first half 2007 magazine ad spending data does provide broader insights. For example, declines in automotive and home ad revenues are consistent with economic softness in those industries,” said Ellen Oppenheim, EVP/CMO of Magazine Publishers of America.

“Magazines are the first medium to report, and often they portend softness in other media. In the first quarter, when magazines reported declines in Auto spending and paging, magazines’ share of Auto’s ad dollars rose, as other media’s ad revenue loss was more significant.”

About Publishers Information Bureau: Founded in 1947, PIB is the primary source of consumer magazine advertising spending and related data. TNS Media Intelligence collects and monitors that data and supplies it to PIB – a membership organization administered by Magazine Publishers of America and consisting of approximately 250 magazine titles and newspaper-distributed magazines.

(via MediaPost)

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