New York, NY (November 8, 2005)—Total magazine rate-card-reported advertising revenue for the month of October increased 3.5% compared to October of last year, closing at $2,341,854,593, according to Publishers Information Bureau (PIB). Ad pages totaled 24,416.75, down 2.1% from October 2004. Year-to-date, PIB revenue closed at $18,536,863,138, an increase of 7.2% from the same period last year, with ad pages totaling 195,560.41, a 0.3% gain.
October 2005 vs. 2004
Five major advertising categories increased their PIB revenue and pages over last year. In October, top gainers included the Retail; Food & Food Products; Financial, Insurance & Real Estate; Drugs & Remedies; and Toiletries & Cosmetics. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) The Finance category generated the largest increases in both pages (33.2%) and dollars (22.7%).
January – October 2005 vs. 2004
Year-to-date, seven 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; Retail; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth was recorded by the Financial, Insurance & Real Estate.
“We’re happy to see Drugs & Remedies post its third month of page and revenue growth, especially in light of continuing pressures on direct-to-consumer pharmaceutical marketing,” remarked Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. “And, for the third time this year, Toiletries & Cosmetics ranks as the top advertising category for magazines. In October, ads for cosmetics and beauty aids helped drive much of the growth.”
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