New York, NY - For the first time in nine quarters, both total magazine pages and rate-card-reported revenue posted gains, according to Publishers Information Bureau (PIB). During the second quarter of 2010, magazine rate-card-reported advertising revenue closed at $5,210,102,458, generating a 5.7% increase against the same period in 2009.  PIB recorded 43,427.11 ad pages in the second quarter, a gain of 0.8% compared to April through June, of 2009.  The fourth quarter of 2007 marked the last time that magazine advertising revenue or pages recorded growth.

Strong second quarter performance helped total magazine rate-card-reported advertising revenue for the first half of 2010 rise 1.2%, compared to 2009 first half.  Total PIB revenue for the first half totaled $ 9,248,770,503, compared to $9,137,487,163 through the first six months of 2009.   Ad pages during the first half totaled 78,217.83, declining 4.0% compared to January through June, 2009.

"Magazines are benefitting from what appears to be an advertising economic lift during the first half," said Nina Link, President & CEO of Magazine Publishers of America, the organization that administers PIB.  "The robust return of Automotive advertising to magazines, aided by equally strong performances by Finance, Real Estate, Toiletries and Cosmetics, helped position magazines for solid second quarter improvement."

Second Quarter 2010 vs. 2009
PIB ad revenue and pages grew in six of 12 major advertising categories during the second quarter of 2010: Automotive; Financial, Insurance & Real Estate; Toiletries & Cosmetics; Home Furnishings & Supplies; Technology; and Food & Food Products. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)  This marks the first time since 2007, when PIB moved to a quarterly reporting schedule, that the Auto category has posted a double-digit increase in both pages and revenue (28% pages / 41% revenue). Other categories with double-digit increases in both pages and revenue are Financial, Insurance & Real Estate and Toiletries & Cosmetics.

In the second quarter, 130 magazines increased ad pages, compared to 15 magazines during the same period in 2009. One hundred and thirty-six titles registered PIB revenue gains in Q2, versus 30 titles in the same period of last year.

First Half 2010 vs. 2009
Four of 12 major categories contributed to PIB growth during the first half of 2010: Automotive; Financial, Insurance & Real Estate; Home Furnishings & Supplies; and Toiletries & Cosmetics.  All but the Home category posted double-digit PIB revenue and page increases over first half 2009.  Bright spots within the other major categories include: ad spend upticks in prepared foods, dairy, meat and produce (within Food); fitness and diet programs (within Drugs); accessories and jewelry (within Apparel); and telecommunications (within Technology).