Magazine Ad Pages Plummet 26% in Q1

April 17, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Financial Services | Magazines | Retail & E-Commerce

Advertising pages for consumer magazines totaled 37,196.43 in the first quarter of 2009, a decline of nearly 26% over the same period last year that was caused primarily by the faltering economy, according to the Publishers Information Bureau (PIB), writes MediaBuyerPlanner.

PIB also reported that total magazine rate-card-reported advertising revenue for the first quarter of 2009 closed at $4,183,426,592, posting a 20.2% decline against the same period in 2008.

Q109 vs. 2008 details:


PIB revealed that big publishers suffered significant losses: neither Hachette Filipacchi Media nor Hearst Magazines had a single title that posted gains in ad pages, while Time Inc. had just one – Sports Illustrated Kids, which rose 30%.

Conde Nast’s single title seeing gains in ad pages was Golf World, up 0.2%.

US News & World Report was down nearly 69%, Conde Nast’s Wired fell 57.2%, and a number of enthusiast titles, including Boating and Sporting News, fell about 50%.

Though magazines overall saw PIB revenue and page decline, Some sectors within the larger ad categories saw an uptick in spending, including:

  • Personal hygiene and health products in Toiletries & Cosmetics
  • Clothing accessories in Apparel & Accessories
  • Shopping centers and discount department and variety stores in Retail
  • Household cleaning supplies in Home furnishings & Supplies
  • Eyeglasses, medical equipment and supplies in Drugs & Remedies

“Advertising page declines were seen in the ad categories most affected by the slowdown: automotive, finance and retail,” said Ellen Oppenheim, EVP & CMO, Magazine Publishers of America.

Overall, magazine advertising is expected to slip 11% this year, according to ZenithOptimedia’s latest predictions. eMarketer is predicting even steeper declines for magazines, saying print ad spending will drop 16.2% in 2009.

“The latest PIB data reflect the advertising paralysis triggered by the late 2008 economic meltdown,” Oppenheim added. ” Marketers froze ad budgets, which affected placement in first quarter magazines.”

About the research: TNS Media Intelligence collects and monitors the data and supplies it to PIB.

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