Looking at revenue streams in 2012 versus 2008, the report demonstrates that one things hasn’t changed over the years: trade shows remain the largest revenue contributor, at 46% share. Last year, print accounted for 29% of revenues, down from 37% in 2008, with digital (16% vs. 9%) and data (business information: 9% vs. 6%) growing to offset print’s decline.
On a year-over-year basis, digital advertising experienced the most rapid growth in 2012, of 15.9%. Data grew by 7.3% and trade shows by 4.4%, as print advertising declined by 4.8%.
Looking further at print advertising revenues, ABM reveals that agriculture and travel/events were the only 2 verticals of 22 in total that increased both ad pages and total revenue in 2012. Six other categories saw an increase in revenues despite a reduction in ad pages. On the other end of the spectrum, the computer, software, and telecommunications sector saw a 22.7% drop in revenues, with healthcare (-15.5%) and pharmaceuticals (-12.2%) also seeing steep declines.
About the Data: ABM describes its methodology as follows:
“ABM compiles the core data for its BIN Report from several participating partners. Trade show data is contributed by CEIR, the Center for Exhibition Industry Research. The data and business information stream is provided by Outsell, a research and advisory firm focused on the publishing and information industries. Digital advertising data is an ABM estimate based on the Interactive Advertising Bureau Ad Revenue Report. The print advertising data for 2012 is provided by Inquiry Management Systems (IMS), a technology- and research-based publishing service bureau; the print data for previous periods has not been revised and is an ABM estimate based on the figures released at the time by IMS. Data on healthcare print titles is provided by Kantar Media. The number of business magazines published in the United States is from MediaFinder.
The ABM BIN Report tracks industry revenue data for business media and information companies on an ongoing basis. The print component is released monthly. The event component is released quarterly. The data and digital components are released semi-annually.”