New York, NY - Total magazine rate-card-reported advertising revenue for the third quarter of 2009 closed at $4,533,416,446, an 18.6% decline against the previous year, according to Publishers Information Bureau (PIB).  Ad pages during this period totaled 38,625.94, at -26.6% compared to July through September, 2008.

Total PIB revenue through the first three quarters of 2009 closed at $13,662,540,732, a 20.3% decrease versus last year.  There were a total of 119,574.89 ad pages generated through the first three quarters of the year, a drop of 27.2% compared to the same nine-month period in 2008.

In the third quarter, the Food & Food Products advertising category showed a 10% gain in PIB revenue and 3.9% increase in ad pages, with sizeable upticks in ads for prepared foods, beverages and snacks, as well as ingredients and seasonings.  While the 11 other top magazine ad categories experienced overall declines, some subcategories saw a boost during third quarter, such as hygiene and hair care products within Toiletries & Cosmetics, and cleansers, polishes and building equipment within Home Furnishings & Supplies. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

"Magazine advertising continued to be affected by the recession, but there were some positive signs, such as in Food and other packaged goods categories," said Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of America. "Those gains suggest that marketers are adjusting their approach to economic conditions, for example, by trying to appeal to consumers who are choosing to dine and entertain at home."

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