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Magazine Advertising Closes 2005 on a Positive Note

Monday, January 16, 2006

Press release from the issuing company

New York, NY (January 10, 2006)— Total magazine rate-card-reported advertising revenue for the month of December increased 9.7% compared to December of last year, closing at $2,167,530,061, according to Publishers Information Bureau (PIB). Ad pages totaled 22,601.21, up 3.4% from December 2004. PIB advertising revenue for full-year 2005 closed at $23,068,182,388, an increase of 7.2% over 2004, and ad pages totaled 243,304.52, a 0.5% gain over the previous year. 2004 had marked the strongest growth for magazine advertising since 2000. December 2005 vs. 2004 Ten of 12 major advertising categories increased their PIB revenue and pages over last year. Three categories recorded double-digit PIB revenue and page growth: Drugs & Remedies; Financial, Insurance & Real Estate; and Media & Advertising. Other categories that posted PIB revenue and page gains were Apparel & Accessories; Home Furnishings & Supplies; Toiletries & Cosmetics; Direct Response; Retail; Food & Food Products; and Technology. January – December 2005 vs. 2004 For the year, eight of the 12 major advertising categories generated increases in PIB revenue and pages: Drugs & Remedies; Financial, Insurance & Real Estate; Media & Advertising; Direct Response; Toiletries & Cosmetics; Food & Food Products; Retail; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth was recorded by the Financial, Insurance & Real Estate. “We’re pleased that this year magazine advertising held up against 2004, which marked the strongest close for magazines since 2000,” stated Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. “Of note, the Drugs & Remedies category turned around during the second half, posting double-digit PIB revenue and page increases in the last three months of 2005. The Financial and Food categories, which showed gains 11 and nine months respectively, also contributed to the vitality of magazine advertising. In addition, in December, Technology once again showed its strength, up for the third time since August.”




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