Magazine Publishers of America - Drugs and Finance Categories Post Highest Magazine Ad Gains

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Drugs and Finance Categories Post Highest Magazine Ad Gains

January 1, 2006

Five Major Advertising Categories Record Page and Revenue Growth in January 06

New York, NY (February 7, 2006)Total magazine rate-card-reported advertising revenue for the month of January 2006 was up slightly at *+0.8%, compared to January of last year, closing at *$1,220,291,103, according to Publishers Information Bureau (PIB). Ad pages for January totaled 13,342.55, a decline of 1.9% over January 2005.
(*January, 2006 PIB press release data are being revised to reflect a new bottom line change to +0.8% in dollars (from -0.3% {$1,220,281,888} in previously issued January press release). The change is a result of inadvertent accounting for two publications in January 2005, as part of an equalizing process that creates level-playing field comparisons for year-to-year comparisons. The changes were as follows:
Entertainment Weekly: 1 issue removed from January 2005 calculations: $4,047,469 and 29.04 pages
Sports Illustrated: 1 issue removed from January 2005 calculations: $9,086,931 and 31.41 pages)

January 2006 vs. 2005

Drugs & Remedies and Financial, Insurance & Real Estate, the top gainers in January 2006, recorded double-digit increases in PIB ad revenue and pages. Three other categories were up in PIB revenue and pages: Technology; Apparel & Accessories; and Public Transportation, Hotels & Resorts.

Details as follows: (Click here for magazine details)

CLASS NAME	2006 DOLLARS	2005 DOLLARS	CHG	% CHG	2006 PAGES	2005 PAGES	CHG	% CHG
DRUGS & REMEDIES	135,986,972	112,626,734	23,360,238	20.7	1,068.13	901.44	166.69	18.5
DIRECT RESPONSE COMPANIES	110,595,564	114,520,111	-3,924,547	-3.4	1,232.32	1,325.97	-93.65	-7.1
FOOD & FOOD PRODUCTS	108,321,569	111,835,898	-3,514,329	-3.1	744.83	788.96	-44.13	-5.6
AUTOMOTIVE	107,691,615	139,369,762	-31,678,147	-22.7	1,060.74	1,401.40	-340.66	-24.3
MEDIA & ADVERTISING	101,397,735	103,337,570	-1,939,835	-1.9	874.98	899.01	-24.03	-2.7
FINANCIAL, INSURANCE & REAL ESTATE	81,011,118	66,609,333	14,401,785	21.6	889.04	753.02	136.02	18.1
TOILETRIES & COSMETICS	77,149,613	81,124,835	-3,975,222	-4.9	598.88	640.22	-41.34	-6.5
HOME FURNISHINGS & SUPPLIES	76,121,808	85,447,515	-9,325,707	-10.9	773.30	839.01	-65.71	-7.8
TECHNOLOGY	72,534,957	60,953,000	11,581,957	19.0	819.23	747.00	72.23	9.7
PUBLIC TRANSPORTATION, HOTELS & RESORTS	69,302,224	65,486,962	3,815,262	5.8	972.18	955.54	16.64	1.7
APPAREL & ACCESSORIES	67,846,914	58,349,584	9,497,330	16.3	1,116.71	1,037.95	78.76	7.6
RETAIL	40,786,924	41,520,627	-733,703	-1.8	577.04	582.75	-5.71	-1.0

*Data as of February 10, 2006

Drugs & Remedies ranked as the No. 1 magazine advertising category for the first time since February 2004, stated Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America. There are other bright spots, despite the continuing softness in Automotive: ads for mobile phones/service, computers and software boosted Technology; ads for local U.S. travel bolstered Public Transportation; Hotels & Resorts; and ads for intimates and accessories strengthened Apparel & Accessories.

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.

January 1, 2006

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