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March Magazine Ad Revenue Shows Slower Decline

Press release from the issuing company

(New York, April 8, 2002) – Total magazine advertising revenue for the month of March closed at $1,377,102,513, a 1.7% decrease from last year, according to Publishers Information Bureau (PIB). Advertising pages for March were 19,350, down 10.0% from last year. Year-to-date, advertising revenue decreased 6.3%, closing at $3,286,776,734, and ad pages were 46,624, down 14.1% over last year. March 2002 vs. 2001 Five of the major advertising categories showed positive dollar growth this March. Gains were noted in Food & Food Products, Automotive, Drugs & Remedies, Direct Response Companies, and Media & Advertising. Losses were most notable in Financial, Insurance & Real Estate; Transportation, Hotels & Resorts; Apparel & Accessories; Technology; and Household Furnishings & Supplies. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) January - March 2002 vs. 2001 Gains were noted in three out of 12 categories for the year-to-date comparison, namely in Food & Food Products, Drugs & Remedies, and Direct Response Companies. Losses were most notable for Technology; Transportation, Hotels & Resorts; Financial, Insurance & Real Estate; and Apparel & Accessories. "Overall, the March declines are not as dramatic as those in recent months," noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. "We hope that this signals the beginning of an advertising uptick." Enhanced and expanded PIB information is now available on www.magazine.org/PIB. Magazine Publishers of America is the industry association for the consumer magazine business.  Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate service providers.  Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs based in Washington, D.C.