MPA – The Association of Magazine Media (formerly Magazine Publishers of America) - Magazines PIB Ad Revenues Gain +8.6%, Pages +0.8%, Year-to-Date

Magazines PIB Ad Revenues Gain +8.6%, Pages +0.8%, Year-to-Date

April 1, 2005

Six of 12 Major Ad Categories Post PIB Revenue and Page Gains in April

New York, NY (May 10, 2005)--Total magazine rate-card-reported advertising revenue for the month of April 2005 increased +6.4% compared to April of last year, closing at $1,920,735,099, according to Publishers Information Bureau (PIB). Ad pages totaled 19,932.75, relatively flat at -0.7% over last year. Year-to-date, PIB revenue closed at $6,629,236,748, an increase of +8.6% over the same period in 2004, with ad pages totaling 70,516.95, a +0.8% gain.

April 2005 vs. 2004

Six of the 12 major advertising categories experienced increases in both PIB revenue and pages over last year. In April, top gainers included the Retail; Finance, Insurance & Real Estate; and Toiletries & Cosmetics categories. Financial, Insurance & Real Estate posted its fourteenth consecutive month of PIB revenue and page gains in April. (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
TOILETRIES & COSMETICS	181,123,209	159,441,603	21,681,606	13.6	1,609.68	1,537.53	72.15	4.7
AUTOMOTIVE	179,715,882	184,180,435	-4,464,553	-2.4	1,775.14	1,852.82	-77.68	-4.2
APPAREL & ACCESSORIES	166,036,560	148,693,195	17,343,365	11.7	1,985.08	1,921.40	63.68	3.3
DRUGS & REMEDIES	164,136,035	168,654,730	-4,518,695	-2.7	1,328.99	1,479.14	-150.15	-10.2
FOOD & FOOD PRODUCTS	163,390,069	162,415,589	974,480	0.6	1,159.66	1,167.01	-7.35	-0.6
DIRECT RESPONSE COMPANIES	142,971,078	113,092,722	29,878,356	26.4	1,511.18	1,460.11	51.07	3.5
HOME FURNISHINGS & SUPPLIES	137,069,659	130,998,302	6,071,357	4.6	1,277.80	1,290.29	-12.49	-1.0
RETAIL	121,461,993	103,654,518	17,807,475	17.2	1,350.45	1,261.14	89.31	7.1
MEDIA & ADVERTISING	120,971,013	108,703,399	12,267,614	11.3	1,095.46	1,030.15	65.31	6.3
PUBLIC TRANSPORTATION, HOTELS & RESORTS	107,756,162	104,167,538	3,588,624	3.4	1,266.32	1,345.50	-79.18	-5.9
FINANCIAL, INSURANCE & REAL ESTATE	99,878,801	92,916,819	6,961,982	7.5	1,152.84	1,083.87	68.97	6.4
TECHNOLOGY	79,120,936	100,487,516	-21,366,580	-21.3	855.69	1,121.81	-266.12	-23.7

January - April 2005 vs. 2004

Year-to-date, six of the 12 major advertising categories posted increases in PIB revenue and pages: Food & Food Products; Apparel & Accessories; Direct Response; Media & Advertising; Retail; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth recorded by the Food & Food Products; Financial, Insurance & Real Estate; and Media & Advertising in the first four months of 2005.

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

CLASS NAME	2005 DOLLARS	2004 DOLLARS	CHG	% CHG	2005 PAGES	2004 PAGES	CHG	% CHG
AUTOMOTIVE	611,907,362	630,794,672	-18,887,310	-3.0	6,063.66	6,253.75	-190.09	-3.0
FOOD & FOOD PRODUCTS	595,826,605	506,310,255	89,516,350	17.7	4,187.71	3,626.53	561.18	15.5
APPAREL & ACCESSORIES	584,131,577	521,727,608	62,403,969	12.0	7,502.89	7,257.01	245.88	3.4
DRUGS & REMEDIES	578,271,723	566,202,599	12,069,124	2.1	4,643.86	4,932.14	-288.28	-5.8
DIRECT RESPONSE COMPANIES	557,769,002	460,100,163	97,668,839	21.2	5,921.60	5,904.18	17.42	0.3
TOILETRIES & COSMETICS	552,539,270	517,255,831	35,283,439	6.8	4,814.97	4,883.38	-68.41	-1.4
HOME FURNISHINGS & SUPPLIES	443,931,445	438,430,767	5,500,678	1.3	4,270.45	4,455.62	-185.17	-4.2
MEDIA & ADVERTISING	441,333,581	379,693,817	61,639,764	16.2	4,020.29	3,606.31	413.98	11.5
RETAIL	389,076,228	343,115,612	45,960,616	13.4	4,548.71	4,388.28	160.43	3.7
FINANCIAL, INSURANCE & REAL ESTATE	353,889,541	300,403,201	53,486,340	17.8	3,916.41	3,453.27	463.14	13.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS	352,587,228	324,089,070	28,498,158	8.8	4,557.24	4,560.48	-3.24	-0.1
TECHNOLOGY	276,655,087	339,307,857	-62,652,770	-18.5	3,162.73	3,964.97	-802.24	-20.2

The Retail category was one of the strongest performers in April, with a significant boost in spending by department stores. And Toiletries & Cosmetics, magazines number one ad category for the first time this year, recorded strong spending for cosmetics and skin care products, as well as for toiletries for men, noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. In terms of absolute pages, the Technology category has been experiencing softness for a while, exacerbated by changes in the telecom industry, while fundamental issues in the automotive and drug industries have affected their media spending.

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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