WhatTheyThink

Magazine PIB Ad Revenues Increase for the Seventh Straight Month

Press release from the issuing company

New York, NY (September 12, 2005)—Total magazine rate-card-reported advertising revenue for the month of August increased 1.0 % compared to August of last year, closing at $1,487,016,487 according to Publishers Information Bureau (PIB). Ad pages totaled 15,223, down 2.2% from August 2004. It marked the seventh straight month that PIB revenue has posted gains. Year-to-date, PIB revenue closed at $13,788,358,364, an increase of 8.5% from the same period last year, with ad pages totaling 145,823, a 1.9% gain. August 2005 vs. 2004 Six of the 12 major advertising categories increased their PIB revenue and pages over last year. In August, top gainers included the Toiletries & Cosmetics; Media & Advertising; Drugs & Remedies; Direct Response Companies; and Public Transportation, Hotels & Resorts categories. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Toiletries & Cosmetics spending, particularly in Personal Hygiene & Health, helped drive magazine advertising revenue gains for the month of August. Personal Hygiene & Health registered an increase of $20.9 million in advertising revenue compared to August 2004. January – August 2005 vs. 2004 Year-to-date, eight of the 12 major advertising categories generated increases in PIB revenue and pages: Financial, Insurance & Real Estate; Media & Advertising; Direct Response Companies; Toiletries & Cosmetics; Food & Food Products; Apparel & Accessories; Retail; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth was recorded by the Financial, Insurance & Real Estate category. “Different category trends emerged in August,” noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. “The Technology category is up in both revenue and pages, which hasn’t happened since April 2004, while Drugs & Remedies posted the first page increase this year. Additionally, Toiletries and Cosmetics generated the most advertising revenue of any category for only the second time in more than three years.”