Total magazine rate-card-reported print advertising revenue for the first nine months of 2011 closed at $14,354,822,025, posting a +2.1% increase versus the same period in 2010, according to Publishers Information Bureau (PIB). Ad pages during the first three quarters totaled 117,567.04, at -1.1% compared to January through September, 2010. During the third quarter of 2011, PIB revenue closed at $4,716,981,184, a -1.5% dip against the same period last year. PIB recorded 38,152.38 ad pages in Q3, a loss of -5.6% compared to July through September, of 2010.
January through September 2011 vs. 2010
“We are encouraged to see the continuous investment in magazines into 2011, with two-thirds of our measured categories up year to date,” said Andrew Jung, MPA’s Chief Marketing Officer. “The Finance category was fueled by spending increases by auto and home insurance providers as well as credit card lenders, while luxury items provided most of the growth in the Apparel & Accessories category.”
Three sectors exhibited a double-digit increase in print ad revenues, driven by advertising for the following products categories:
- Toiletries & Cosmetics: hair products , cosmetics and other beauty aids
- Apparel & Accessories: footwear, jewelry, watches
- Financial, Insurance & Real Estate: banks; personal finance consultancies; insurance firms