WhatTheyThink

Few Ad Categories Exhibit Revenue Growth for October

Wednesday, November 21, 2001

Total magazine advertising revenue for the month of October closed at $1,629,475,871, a 9.6% decrease from last year, according to Publishers Information Bureau (PIB).  Advertising pages for October were 23,237, down 16.8% from last year.  Year-to-date, advertising revenue decreased 3.4%, closing at $13,349,187,089, and ad pages were 197,251, down 10.1% over last year. October 2001 vs. 2000 Five of the major advertising categories showed positive dollar growth this October.  Gains were noted in Direct Response Companies; Food & Food Products; Toiletries & Cosmetics; Home Furnishings & Supplies; and Automotive.  Losses were most notable in Technology; Media & Advertising; Financial, Insurance & Real Estate; Public Transportation, Hotels & Resorts; and Apparel & Accessories.  (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) January – October 2001 vs. 2000 Gains were noted in seven out of 12 categories for the year-to-date comparison, most notably in Toiletries & Cosmetics; Drugs & Remedies; Food & Food Products; Direct Response Companies; and  Apparel & Accessories.  Losses were most notable for Technology; Retail; Financial, Insurance & Real Estate; and Media & Advertising. “Magazines, like all media, are feeling the effects of the economic downturn, as well as the repercussions from September 11th,” noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA.