Magazine Publishers of America - Magazine PIB Ad Revenues Increase for the Seventh Straight Month;

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Magazine PIB Ad Revenues Increase for the Seventh Straight Month;

August 1, 2005

Year-to-Date, 8 of 12 Major Ad Categories Post PIB Revenue and Page Gains

New York, NY (September 12, 2005)--Total magazine rate-card-reported advertising revenue for the month of August increased 1.0 % compared to August of last year, closing at $1,487,016,487 according to Publishers Information Bureau (PIB). Ad pages totaled 15,223, down 2.2% from August 2004. It marked the seventh straight month that PIB revenue has posted gains. Year-to-date, PIB revenue closed at $13,788,358,364, an increase of 8.5% from the same period last year, with ad pages totaling 145,823, a 1.9% gain.

August 2005 vs. 2004
Six of the 12 major advertising categories increased their PIB revenue and pages over last year. In August, top gainers included the Toiletries & Cosmetics; Media & Advertising; Drugs & Remedies; Direct Response Companies; and Public Transportation, Hotels & Resorts categories. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Toiletries & Cosmetics spending, particularly in Personal Hygiene & Health, helped drive magazine advertising revenue gains for the month of August. Personal Hygiene & Health registered an increase of $20.9 million in advertising revenue compared to August 2004.

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	171,482,742	146,256,837	25,225,905	17.2	1,484.01	1,362.58	121.43	8.9
AUTOMOTIVE	166,945,661	185,973,821	-19,028,160	-10.2	1,552.53	1,798.33	-245.80	-13.7
DRUGS & REMEDIES	157,540,523	135,662,723	21,877,800	16.1	1,284.20	1,187.89	96.31	8.1
DIRECT RESPONSE COMPANIES	119,626,812	106,422,210	13,204,602	12.4	1,222.85	1,197.97	24.88	2.1
APPAREL & ACCESSORIES	112,789,380	116,449,094	-3,659,714	-3.1	1,442.00	1,502.23	-60.23	-4.0
FOOD & FOOD PRODUCTS	111,007,193	106,130,244	4,876,949	4.6	788.19	796.19	-8.00	-1.0
MEDIA & ADVERTISING	105,563,665	85,346,138	20,217,527	23.7	948.76	834.19	114.57	13.7
HOME FURNISHINGS & SUPPLIES	86,621,140	106,164,997	-19,543,857	-18.4	755.52	958.74	-203.22	-21.2
RETAIL	73,821,886	82,774,157	-8,952,271	-10.8	864.64	956.27	-91.63	-9.6
TECHNOLOGY	71,319,811	66,823,291	4,496,520	6.7	767.36	737.55	29.81	4.0
FINANCIAL, INSURANCE & REAL ESTATE	70,373,776	82,908,711	-12,534,935	-15.1	755.49	800.38	-44.89	-5.6
PUBLIC TRANSPORTATION, HOTELS & RESORTS	45,206,754	37,290,124	7,916,630	21.2	624.65	557.21	67.44	12.1

*Data as of September 8th, 2005

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

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

CLASS NAME	2005 DOLLARS	2004 DOLLARS	CHG	% CHG	2005 PAGES	2004 PAGES	CHG	% CHG
AUTOMOTIVE	1,458,871,593	1,419,767,822	39,103,771	2.8	14,307.46	14,327.91	-20.45	-0.1
TOILETRIES & COSMETICS	1,313,859,495	1,149,440,385	164,419,110	14.3	11,470.59	10,929.66	540.93	4.9
DRUGS & REMEDIES	1,247,777,217	1,214,041,396	33,735,821	2.8	10,328.19	10,652.94	-324.75	-3.0
FOOD & FOOD PRODUCTS	1,182,998,705	1,014,049,095	168,949,610	16.7	8,470.88	7,565.70	905.18	12.0
DIRECT RESPONSE COMPANIES	1,076,667,309	879,646,914	197,020,395	22.4	11,582.51	11,310.91	271.60	2.4
APPAREL & ACCESSORIES	1,025,812,728	939,192,875	86,619,853	9.2	13,537.12	13,387.13	149.99	1.1
HOME FURNISHINGS & SUPPLIES	958,427,393	975,631,831	-17,204,438	-1.8	9,285.21	9,778.35	-493.14	-5.0
MEDIA & ADVERTISING	896,989,169	778,400,829	118,588,340	15.2	8,347.88	7,735.77	612.11	7.9
FINANCIAL, INSURANCE & REAL ESTATE	737,186,395	647,971,138	89,215,257	13.8	8,167.64	7,211.08	956.56	13.3
RETAIL	704,652,559	653,486,764	51,165,795	7.8	8,488.19	8,188.51	299.68	3.7
PUBLIC TRANSPORTATION, HOTELS & RESORTS	657,748,633	572,188,533	85,560,100	15.0	8,690.13	8,265.64	424.49	5.1
TECHNOLOGY	611,070,645	680,912,052	-69,841,407	-10.3	6,841.87	7,906.02	-1,064.15	-13.5

*Data as of September 8th, 2005

Different category trends emerged in August, noted Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. The Technology category is up in both revenue and pages, which hasnt happened since April 2004, while Drugs & Remedies posted the first page increase this year. Additionally, Toiletries and Cosmetics generated the most advertising revenue of any category for only the second time in more than three years.

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.

August 1, 2005

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