WhatTheyThink

April Magazine Ad Revenue up 6.5%, Pages Dip

Press release from the issuing company

New York, NY (May 6, 2004) Total magazine advertising reported rate card revenue for the month of April 2004 increased 6.8%, compared to April of last year, closing at $ 1,724,173,534, according to Publishers Information Bureau (PIB). Ad pages totaled 19,385.1, closing at –0.5% over April 2003. Year-to-date, rate card revenue closed at $5,794,812,762, an increase of 6.5%, with ad pages showing a 1.7% decline at 67,749.64 versus last year. “The Financial, Insurance & Real Estate category showed gains for the second consecutive month, supported by banking, insurance and credit card advertisers,” remarked Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. “The Food & Food Products category also saw a significant boost in activity, driven in part by advertising aimed at the health- and diet-conscious consumers.” April 2004 vs 2003 (Click here for Magazine totals.) Half of the 12 major advertising categories recorded both page and dollar increases in April. Food & Food Products and Financial, Insurance & Real Estate were the top gainers, with pages up 19.9% and 19% respectively. Automotive Technology and Direct Response recorded a slight uptick in pages as well. (Twelve categories are the most significant contributors to PIB revenue, comprising approximately 85% of total advertising spending.) Jan - April 2004 vs 2003 (Click here for Magazine totals.) Year-to-date, five of the 12 major advertising categories saw an increase in both pages and revenues over April 2003. The strongest performers have been Financial, Insurance & Real Estate; Food & Food Products; and Toiletries & Cosmetics.