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MPA Says Ad Pages Continue to Feel Effects of Chilly Economy

Press release from the issuing company

(New York, September 11, 2001) – Total magazine advertising revenue for the month of August closed at $1,047,812,422, a 4.3% decrease from last year, according to Publishers Information Bureau (PIB).  Advertising pages for August were 15,613, down 12.3% from last year.  Year-to-date, advertising revenue decreased 3.5%, closing at $10,114,766,146, and ad pages were 151,584, down 11.2% over last year. August 2001 vs. 2000 Seven of the major advertising categories showed positive dollar growth this August, most notably in Food & Food Products; Toiletries & Cosmetics; Drugs & Remedies; Apparel & Accessories; Direct Response Companies; Automotive; and Transportation, Hotels & Resorts.  Losses were noted for Technology; Media & Advertising; Financial, Insurance & Real Estate; Home Furnishings & Supplies; and Retail.  (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) January – August 2001 vs. 2000 Gains were noted in six out of 12 categories for the year-to-date comparison, most notably in Toiletries & Cosmetics; Drugs & Remedies; Apparel & Accessories; Transportation, Hotels & Resorts; Food & Food Products; and Direct Response Companies.  Losses were noted for Technology; Retail; Media & Advertising; and Financial, Insurance & Real Estate.  Home Furnishings & Supplies and Automotive were flat. “While the current economic climate has affected all media, magazines continue to be an integral advertising vehicle,” said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. “This is reflected by increases in such categories as Toiletries & Cosmetics, Drugs & Remedies, and Apparel & Accessories, among others.”

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