Magazine Ads Increase

The number of advertising pages in consumer magazines grew 3.6% in the third quarter according to the latest information from the Publishers Information Bureau. Advertising revenues were up 5.3% for the same period.

The third quarter increase follows a 0.8% increase in the second quarter and could be a sign of rising confidence among advertisers. Although the second quarter increase was small, it marked the first increase in ad pages since 2007.

For the first nine months of the year, however, the total number of magazine ad pages fell 1.6%. Much of this was due to a decline of 9.4% in the first quarter of 2010.

The third quarter figures are based on reports that 136 magazines reported an increase in ad pages compared to only 25 reporting an increase for the same period in 2009.

The Publishers Information Bureau reported increases in 7 of 12 major advertising categories with automotive ads marking a 42% increase. Food Network Magazine saw a year-to-date increase of 278.5%.

The 12 magazine advertising categories include: Automotive; Direct Response Companies; Drugs & Remedies; Food & Food Products; Toiletries & Cosmetics; Apparel & Accessories; Media and Advertising; Home Furnishing and Supplies; Finance, Insurance & Real Estate; Public transportation, Hotels & Resorts; Retail; Technology.

Among the losers, Readers Digest dropped 37.5% and Maxim lost 24.2%. Skiing lost 57.1% and Sports Illustrated Kids lost 49.7%.

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Posted by John Timmons on Oct 12 2010. Filed under Business News, Featured News, Marketing News. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.