New York, NY - Total magazine rate-card-reported advertising revenue for the first quarter of 2009 closed at $4,183,426,592, posting a 20.2% decline against the same period in 2008, according to Publishers Information Bureau (PIB). Ad pages during the first quarter totaled 37,196.43, at -25.9% compared to January through March, 2008.

First Quarter 2009 vs. 2008

As a result of the current economic climate, magazines saw PIB revenue and page declines across the top 12 magazine advertising categories during the first quarter of 2009. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Some sectors within the larger ad categories saw an uptick in spending, including: personal hygiene and health products in Toiletries & Cosmetics; clothing accessories in Apparel & Accessories; shopping centers as well as discount department and variety stores in Retail; household cleaning supplies in Home Furnishings & Supplies; and eyeglasses, medical equipment and supplies in Drugs & Remedies.

"The latest PIB data reflect the advertising paralysis triggered by the late 2008 economic meltdown. Marketers froze ad budgets, which affected placement in first quarter magazines," said Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of America. "Advertising page declines were seen in the ad categories most affected by the slowdown: automotive, finance and retail."

Full Report available here: http://www.magazine.org/advertising/revenue/by_ad_category/pib-1q-2009.aspx