MPA – The Association of Magazine Media (formerly Magazine Publishers of America) - Magazine PIB Ad Revenues Rise 9.7% in January

Magazine PIB Ad Revenues Rise 9.7% in January

January 1, 2005

Four Major Ad Categories Post Double-Digit PIB Revenue and Page Gains

New York, NY (February 9, 2005)--Total magazine rate-card-reported advertising revenue for the month of January 2005 increased +9.7%, compared to January of last year, closing at $1,180,141,844, according to Publishers Information Bureau (PIB). Ad pages for January totaled 12,777.63, relatively flat at -0.4% over January 2004.

January 2005 vs. 2004

Four of the 12 major advertising categories experienced double-digit increases in both PIB revenue and pages over January 2004: Automotive, Food & Food Products, Media & Advertising, and Financial, Insurance & Real Estate. In particular, Automotive, fueled in part by ads for SUVs, registered its sixth consecutive month of growth. Financial, Insurance & Real Estate retained its momentum from 2004, recording its eleventh consecutive month of gains. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

Details are as follows: (Click here for Magazine Totals)

CLASS NAME	2005 DOLLARS	2004 DOLLARS	CHG	% CHG	2005 PAGES	2004 PAGES	CHG	% CHG
AUTOMOTIVE	138,566,666	125,737,638	12,829,028	10.2	1,365.00	1,206.86	158.14	13.1
DIRECT RESPONSE COMPANIES	111,594,615	97,488,449	14,106,166	14.5	1,252.82	1,344.06	-91.24	-6.8
DRUGS & REMEDIES	109,214,385	107,921,096	1,293,289	1.2	852.21	928.21	-76.00	-8.2
FOOD & FOOD PRODUCTS	107,341,151	76,728,515	30,612,636	39.9	738.78	539.53	199.25	36.9
MEDIA & ADVERTISING	100,547,659	82,123,654	18,424,005	22.4	826.97	687.56	139.41	20.3
HOME FURNISHINGS & SUPPLIES	84,067,188	80,833,871	3,233,317	4.0	823.72	881.79	-58.07	-6.6
TOILETRIES & COSMETICS	78,144,058	75,242,623	2,901,435	3.9	611.47	650.79	-39.32	-6.0
FINANCIAL, INSURANCE & REAL ESTATE	65,941,034	47,307,643	18,633,391	39.4	740.03	613.01	127.02	20.7
PUBLIC TRANSPORTATION, HOTELS & RESORTS	64,629,560	65,949,074	-1,319,514	-2.0	941.50	1,005.11	-63.61	-6.3
TECHNOLOGY	58,546,628	62,834,099	-4,287,471	-6.8	698.41	839.42	-141.01	-16.8
APPAREL & ACCESSORIES	53,648,571	61,795,840	-8,147,269	-13.2	865.11	1,023.89	-158.78	-15.5
RETAIL	40,433,763	40,119,871	313,892	0.8	528.30	557.47	-29.17	-5.2

Were very pleased by the solid growth exhibited by the Automotive, Food, Media and Finance categories, whose double-digit gains in pages have offset the relative softness in other major categories, said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. Were especially heartened by the dramatic change in Food & Food Products, which posted almost 37% in page growth due to a breadth of products, including prepared foods, dairy, meats, beverages and seasonings. As 2005 progresses, we are confident that advertisers will continue to value the role magazines play in boosting ROI in the media mix.

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, based on data collected by TNS Media Intelligence. PIB is a membership organization, administered by Magazine Publishers of America, consisting of approximately 250 different magazine titles and newspaper distributed magazines. Collectively, these magazines represent about 85% of all U.S. consumer magazine spending.

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