(New York, June 11, 2001) Total magazine advertising revenue for the month of May closed at $1,503,944,138, a 9.4% decrease from last year, according to Publishers Information Bureau (PIB). Advertising pages for May were 22,368, down 16.9% from last year. Year-to-date, advertising revenue decreased 1.9% closing at $6,676,380,757, and ad pages were 101,990, down 9.4% over last year.
May 2001 vs. 2000
Four of the major advertising categories showed positive dollar growth this May, most notably in Toiletries & Cosmetics; Drugs & Remedies; Transportation, Hotels & Resorts; and Direct Response Companies. Losses were noted for Technology; Retail; Media & Advertising; Financial, Insurance & Real Estate; Home Furnishings & Supplies; Food & Food Products; Apparel & Accessories; and Automotive. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)
January May 2001 vs. 2000
Gains were noted in 7 out of 12 categories for the year-to-date comparison, most notably in Toiletries & Cosmetics; Apparel & Accessories; Drugs & Remedies; Food & Food Products; Transportation, Hotels & Resorts; Direct Response Companies; and Home Furnishings & Supplies. Losses were noted for Retail; Technology; Media & Advertising; Financial, Insurance & Real Estate; and Automotive.
"It is no surprise that the current economic climate is affecting advertising spending across all media, including magazines," said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. "However, positive growth in categories such as Toiletries & Cosmetics, Drugs & Remedies, and Transportation, Hotels & Resorts demonstrates that magazines continue to be valuable advertising vehicles."
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