New York, NY (April 14, 2008)—Total magazine rate-card-reported advertising revenue for the first quarter of 2008 closed at $5,235,231,377 posting a slight decline against the previous year at -1.2%, according to Publishers Information Bureau (PIB). Ad pages during the first quarter totaled 49,166.86, at -6.4% compared to January through March, 2007.
First Quarter 2008 vs. 2007
Of the top 12 advertising categories, Food & Food Products, Retail, Public Transportation, Hotels & Resorts and Financial, Insurance & Real Estate showed an increase in PIB revenue. Gains in the Food ad category was double-digit—+29.1% in PIB revenue and +19.4% in pages—with a wide range of products contributing to the growth: beverages, confectionery, dairy and bakery goods, ingredients and seasonings, meats, and prepared foods. Retail—+8.3% in PIB revenue and +1.8% in pages—also saw a spending boost from a range of categories, from department stores and supercenters to smaller branded apparel stores and clothing chains. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)
Economically sensitive sectors such as Automotive, Finance, Real Estate, and in particular categories that consumers would consider a luxury like Apparel, Cosmetics and Home Furnishings, were soft in the first quarter and saw a corresponding decline in ad spending. On the other hand, as reported in the trade press, packaged goods advertising has been on the rise, and the strength in the Food & Food Products magazine ad category is indicative of that.
“First quarter softness in ad categories like Automotive and Home Furnishings & Supplies indicate that the down economy has affected ad spending in magazines. However, we’re pleased to see the strength in some categories, particularly Food & Food Products, in the face of economic uncertainty,” said Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of America (MPA).
Q1 2008 vs. 2007 details: (Click here for Magazine Totals)
| CLASS NAME |
2008 DOLLARS |
2007 DOLLARS |
CHG |
%CHG |
2008 PAGES |
2007 PAGES |
CHG |
%CHG |
|
| |
|
|
|
|
|
|
|
|
| DRUGS & REMEDIES |
578,582,308 |
597,242,432 |
-18,660,124 |
-3.1 |
4,267.75 |
4,461.42 |
-193.67 |
-4.3 |
| FOOD & FOOD PRODUCTS |
568,573,494 |
440,404,452 |
128,169,042 |
29.1 |
3,525.12 |
2,952.43 |
572.69 |
19.4 |
| APPAREL & ACCESSORIES |
452,090,774 |
467,735,256 |
-15,644,482 |
-3.3 |
5,285.26 |
5,608.50 |
-323.24 |
-5.8 |
| TOILETRIES & COSMETICS |
449,866,764 |
459,977,176 |
-10,110,412 |
-2.2 |
3,149.73 |
3,456.89 |
-307.16 |
-8.9 |
| DIRECT RESPONSE COMPANIES |
415,443,331 |
451,646,286 |
-36,202,955 |
-8.0 |
3,940.66 |
4,586.39 |
-645.73 |
-14.1 |
| RETAIL |
415,095,909 |
383,294,512 |
31,801,397 |
8.3 |
4,136.14 |
4,063.87 |
72.27 |
1.8 |
| MEDIA & ADVERTISING |
356,446,618 |
360,191,377 |
-3,744,759 |
-1.0 |
3,103.26 |
3,070.10 |
33.16 |
1.1 |
| AUTOMOTIVE |
353,842,863 |
425,882,711 |
-72,039,848 |
-16.9 |
3,067.19 |
3,895.42 |
-828.23 |
-21.3 |
| PUBLIC TRANSPORTATION, HOTELS & RESORTS |
279,089,451 |
263,315,705 |
15,773,746 |
6.0 |
3,330.45 |
3,338.94 |
-8.49 |
-0.3 |
| FINANCIAL, INSURANCE & REAL ESTATE |
263,035,959 |
258,583,338 |
4,452,621 |
1.7 |
2,654.12 |
2,811.83 |
-157.71 |
-5.6 |
| HOME FURNISHINGS & SUPPLIES |
232,789,985 |
264,239,418 |
-31,449,433 |
-11.9 |
2,127.15 |
2,516.41 |
-389.26 |
-15.5 |
| TECHNOLOGY |
207,030,219 |
234,004,586 |
-26,974,367 |
-11.5 |
1,965.10 |
2,346.75 |
-381.65 |
-16.3 |
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| *Data as of April 10th, 2008 |
Expanded PIB information is available at www.magazine.org/PIB.
Publishers Information Bureau (PIB), founded in 1947, is the premier source of consumer magazine advertising spending and related data. TNS Media Intelligence, the leading provider of strategic advertising and marketing information, collects and monitors this data and supplies it to PIB. PIB is a membership organization, administered by Magazine Publishers of America, consisting of approximately 250 different magazine titles and newspaper-distributed magazines. |
