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Magazine PIB Advertising Revenue Up 5.6% Year to Date

Total magazine rate-card-reported advertising revenue for the first three quarters of 2007 increased 5.6% compared with the same period last year, closing at $17,911,515,303, according to Publishers Information Bureau (PIB). Ad pages totaled 172,622, down 1.0% compared with the year-earlier period.

Total PIB revenue for third quarter 2007 increased 4.2% compared with the third quarter of 2006, closing at $6,049,862,103. Ad pages totaled 57,754, down 2.3% from the year-earlier period.

Analysis: January - September 2007 vs. 2006 (Year to Date)

Through the first three quarters of 2007, the Drugs & Remedies category held the top spot in PIB revenue, while Apparel & Accessories was the top category in pages.

Nine of 12 major advertising categories (comprising more than 85% of total magazine ad spending) showed increases in spending from the year-earlier period:

• Apparel & Accessories (6.7%)
• Direct Response (2.5%)
• Drugs & Remedies (9.9%)
• Food & Food Products (16%)
• Financial, Insurance & Real Estate (0.5%)
• Media & Advertising (10.4%)
• Public Transportation, Hotels & Resorts (5.1%)
• Retail (13.2%)
• Toiletries & Cosmetics (10.9%)

Page growth occurred in the following:

• Drugs & Remedies (5.9%)
• Food & Food Products (8.7%)
• Media & Advertising (4.1%)
• Retail (5%)
• Toiletries & Cosmetics (1.8%)

Some ad categories posted both PIB revenue and page gains:

• Drugs & Remedies: ads for medicines and proprietary remedies; fitness and diet programs; medical equipment
• Food & Food Products: ads for prepared foods, confections and snacks; meat and produce
• Toiletries & Cosmetics: ads for cosmetics and beauty aids; personal health and hygiene products
• Retail: major department stores; shopping centers and catalog showrooms; branded apparel shops
• Media & Advertising: a broad range of media and entertainment vehicles, including film, TV, newspapers, magazines and books

Analysis: Third Quarter 2007 vs. 2006

During the third quarter of 2007, Toiletries & Cosmetics ranked first in PIB revenue, and Apparel & Accessories registered the most ad pages.

Eight major ad categories registered ad revenue gains:

• Apparel & Accessories (5.5%)
• Direct Response (2.7%)
• Financial, Insurance & Real Estate (8%)
• Food & Food Products (23.9%)
• Media & Advertising (8.4%)
• Public Transportation, Hotels & Resorts (3.2%)
• Retail (9.4%)
• Toiletries & Cosmetics (15.2%)

Pages increased in the following categories:

• Apparel & Accessories (0.2%)
• Financial, Insurance & Real Estate (1%)
• Food & Food Products (12.8%)
• Media & Advertising (1.3%)
• Retail (3.5%)
• Toiletries & Cosmetics (5.3%)

In the third quarter, six ad categories posted both PIB revenue and page gains:

• Apparel & Accessories: ads for ready-to-wear clothing; accessories; jewelry and watches
• Financial, Insurance & Real Estate: ads for credit card companies; banking institutions; financial services
• Food & Food Products: ads for ingredients, mixes and seasonings; prepared foods; dairy, meats; confections and snacks
• Media & Advertising: ads for broad range of media and entertainment vehicles, including film, TV, newspapers, magazines and books
• Retail: ads for department stores; ‘off-price’ retailers (that sell discounted designer brands); home improvement retailers; a range of branded apparel shops
• Toiletries & Cosmetics: ads for cosmetics and beauty aids; personal health and hygiene products

Expanded PIB information is available at www.magazine.org/pib.

About the data: Publishers Information Bureau (PIB), founded in 1947, provides consumer magazine advertising spending and related data. TNS Media Intelligence collects and monitors the data and supplies it to PIB - a membership organization administered by Magazine Publishers of America, consisting of approximately 250 different magazine titles and newspaper-distributed magazines.