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Consumer Mags' Ad Revenue Share Up a Point in First Half 2007

Consumer magazines posted a one percentage-point increase in advertising revenue for the first half of 2007 compared with the same period in 2006, according to the Magazine Publishers of America (MPA), based on advertising revenue data from TNS Media Intelligence.

Consumer magazines’ first half 2007 revenue share was 17.7%, compared with 16.7% in  the year-earlier period.

Consumer magazines registered the highest gain in ad share of all non-digital media categories, including television, newspapers, radio and outdoor, comparing the First Half of 2007 to the same period in 2006, MPA said.

While the overall TV category was down 0.6% for 1H07 versus 1H06, the cable TV sub-category was up 0.7% in that same period.

Only US Internet online display advertising (i.e., search not included), posted a higher share change (1.1 percentage points) than magazines.

Moreover, the share of the media spend in consumer magazines in the first half of 2007 was 1.9 percentage points greater than in the first half of 2004.

“These numbers demonstrate the vitality of the magazine medium,” said Nina Link, president and CEO, Magazine Publishers of America. “For two quarters in a row, magazine ad revenue share has increased on a relatively flat page count as the overall ad market declined. Advertisers continue to recognize that consumers connect powerfully with both the editorial and advertising in our medium.”