MPA – The Association of Magazine Media (formerly Magazine Publishers of America) - Magazine PIB Ad Revenue and Pages Increase for the Sixth Straight Month

Magazine PIB Ad Revenue and Pages Increase for the Sixth Straight Month

July 1, 2005

Year-to-Date, 7 of 12 Major Ad Categories Post PIB Revenue and Page Gains

New York, NY (August 8, 2005)--Total magazine rate-card-reported advertising revenue for the month of July increased 10.1% compared to July of last year, closing at $1,513,895,866, according to Publishers Information Bureau (PIB). Ad pages totaled 16,236, up 3.1% from July 2004. It marked the sixth straight month that PIB revenue and pages have posted gains. Year-to-date, PIB revenue closed at $12,301,544,784, an increase of 9.4% from the same period last year, with ad pages totaling 130,732, a 1.9% gain.

July 2005 vs. 2004
Seven of the 12 major advertising categories increased their PIB revenue and pages over last year. In July, top gainers included the Automotive; Toiletries & Cosmetics; Direct Response; Financial, Insurance & Real Estate; and Public Transportation, Hotels & Resorts categories. Financial, Insurance & Real Estate posted its seventeenth consecutive month of PIB revenue and page gains in July. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Toiletries & Cosmetic spending, particularly in Hair Products and Personal Hygiene & Health, helped drive magazine advertising revenue and page gains for the month of July. Ads for confectionery and beverages once again contributed to the strong performance in Food & Food Products category last month.

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

CLASS NAME	2005 DOLLARS	2004 DOLLARS	CHG	% CHG	2005 PAGES	2004 PAGES	CHG	% CHG
AUTOMOTIVE	196,693,442	176,059,781	20,633,661	11.7	1,905.18	1,813.54	91.64	5.1
TOILETRIES & COSMETICS	165,906,129	110,469,029	55,437,100	50.2	1,348.13	997.69	350.44	35.1
DRUGS & REMEDIES	150,318,313	148,686,298	1,632,015	1.1	1,288.86	1,306.87	-18.01	-1.4
FOOD & FOOD PRODUCTS	127,415,888	109,090,806	18,325,082	16.8	979.11	872.74	106.37	12.2
DIRECT RESPONSE COMPANIES	116,374,358	93,860,871	22,513,487	24.0	1,317.86	1,286.38	31.48	2.4
HOME FURNISHINGS & SUPPLIES	101,679,854	104,253,156	-2,573,302	-2.5	1,073.74	1,116.05	-42.31	-3.8
MEDIA & ADVERTISING	86,751,885	94,613,673	-7,861,788	-8.3	846.06	971.56	-125.50	-12.9
FINANCIAL, INSURANCE & REAL ESTATE	82,614,189	72,163,737	10,450,452	14.5	912.64	797.87	114.77	14.4
TECHNOLOGY	70,213,336	71,592,389	-1,379,053	-1.9	800.41	869.71	-69.30	-8.0
APPAREL & ACCESSORIES	67,615,816	64,613,753	3,002,063	4.6	1,074.85	1,055.04	19.81	1.9
PUBLIC TRANSPORTATION, HOTELS & RESORTS	57,689,667	48,724,132	8,965,535	18.4	844.51	762.28	82.23	10.8
RETAIL	48,049,108	51,550,833	-3,501,725	-6.8	709.88	677.08	32.80	4.8

*Data as of August 4, 2005

January - July 2005 vs. 2004
Year-to-date, nine of the 12 major advertising categories posted increased in PIB revenue and pages: Automotive; Toiletries & Cosmetics; Food & Food Products; Financial, Insurance & Real Estate; Apparel & Accessories; Direct Response Companies; Media & Advertising; Retail; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth were recorded by Food & Food Products; and Financial, Insurance & Real Estate.

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

CLASS NAME	2005 DOLLARS	2004 DOLLARS	CHG	% CHG	2005 PAGES	2004 PAGES	CHG	% CHG
AUTOMOTIVE	1,291,855,534	1,233,794,001	58,061,533	4.7	12,756.81	12,529.58	227	1.8
TOILETRIES & COSMETICS	1,142,130,101	1,003,201,742	138,928,359	13.8	9,982.58	9,567.41	415	4.3
DRUGS & REMEDIES	1,090,304,828	1,078,360,479	11,944,349	1.1	9,048.10	9,464.71	-417	-4.4
FOOD & FOOD PRODUCTS	1,071,991,512	907,918,851	164,072,661	18.1	7,682.69	6,769.52	913	13.5
DIRECT RESPONSE COMPANIES	957,353,834	773,233,254	184,120,580	23.8	10,366.21	10,113.05	253	2.5
APPAREL & ACCESSORIES	914,647,144	830,263,814	84,383,330	10.2	12,111.32	11,945.17	166	1.4
HOME FURNISHINGS & SUPPLIES	871,462,669	869,466,834	1,995,835	0.2	8,521.42	8,819.59	-298	-3.4
MEDIA & ADVERTISING	790,591,343	693,054,691	97,536,652	14.1	7,397.30	6,901.58	496	7.2
FINANCIAL, INSURANCE & REAL ESTATE	666,756,679	565,062,427	101,694,252	18.0	7,411.11	6,410.69	1,000	15.6
RETAIL	629,400,493	564,782,194	64,618,299	11.4	7,607.66	7,185.89	422	5.9
PUBLIC TRANSPORTATION, HOTELS & RESORTS	612,247,307	534,898,409	77,348,898	14.5	8,061.44	7,708.43	353	4.6
TECHNOLOGY	540,575,363	614,088,761	-73,513,398	-12.0	6,075.66	7,168.49	-1,093	-15.2

*Data as of August 4, 2005

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. Collectively, these magazines represent about 85% of all U.S. consumer magazine spending.

July 1, 2005

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