Magazine Publishers of America - February Magazines Post Gains in PIB Ad Revenue, Pages

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February Magazines Post Gains in PIB Ad Revenue, Pages

February 1, 2006

Drugs, Apparel and Retail Show Double-Digit Page and Dollar Gains

New York, NY (March 10, 2006)--Total magazine rate-card-reported advertising revenue for the month of February increased 4.7% compared to the same month last year, closing at $1,605,666,887, according to Publishers Information Bureau (PIB). Ad pages totaled 16,199.52, up 2.2% from February 2005. Year-to-date, PIB revenue closed at $2,829,644,909, an increase of 3% over the same period in 2005, with ad pages totaling 29,555.82, a 0.3% gain.

February 2006 vs. 2005

Eight of 12 major advertising categories posted page increases over February 2005. Three categories recorded double-digit PIB revenue and page growth: Drugs & Remedies; Apparel & Accessories; and Retail. Increased spending in the pharmaceutical sector as well as ads for Fitness/Health/Spa programs boosted the Drugs category, while bridal couture helped both the Apparel & Accessories and Retail categories. Ads for department stores and high-end fashion retailers also contributed to gains in the Retail category. Other categories that recorded PIB revenue and page growth were Toiletries & Cosmetics; Media & Advertising; Financial, Insurance & Real Estate; and Technology.

Details are as follows: (Click here for magazine details)

CLASS NAME	2006 DOLLARS	2005 DOLLARS	CHG	% CHG	2006 PAGES	2005 PAGES	CHG	% CHG
DRUGS & REMEDIES	186,040,250	147,175,358	38,864,892	26.4	1,424.85	1,180.93	243.92	20.7
TOILETRIES & COSMETICS	153,946,475	139,773,940	14,172,535	10.1	1,252.18	1,221.07	31.11	2.5
DIRECT RESPONSE COMPANIES	148,330,538	146,831,459	1,499,079	1.0	1,433.10	1,464.40	-31.30	-2.1
FOOD & FOOD PRODUCTS	147,944,329	166,522,866	-18,578,537	-11.2	935.52	1,103.59	-168.07	-15.2
AUTOMOTIVE	144,508,472	138,871,741	5,636,731	4.1	1,283.20	1,337.51	-54.31	-4.1
APPAREL & ACCESSORIES	133,463,823	108,652,961	24,810,862	22.8	1,779.64	1,443.56	336.08	23.3
MEDIA & ADVERTISING	104,198,389	100,978,037	3,220,352	3.2	925.21	917.35	7.86	0.9
HOME FURNISHINGS & SUPPLIES	92,328,379	102,784,158	-10,455,779	-10.2	830.79	956.99	-126.20	-13.2
FINANCIAL, INSURANCE & REAL ESTATE	90,302,166	86,775,516	3,526,650	4.1	990.59	926.72	63.87	6.9
RETAIL	80,155,722	58,540,133	21,615,589	36.9	922.22	717.91	204.31	28.5
TECHNOLOGY	71,431,269	62,435,544	8,995,725	14.4	777.54	745.33	32.21	4.3
PUBLIC TRANSPORTATION, HOTELS & RESORTS	60,436,373	62,147,379	-1,711,006	-2.8	808.81	805.66	3.15	0.4

*Data as of March 6th, 2006

January - February 2006 vs. 2005

For the first two months of the year, half of the 12 major advertising categories generated increases in PIB revenue and pages: Drugs & Remedies; Apparel & Accessories; Financial, Insurance & Real Estate; Retail; Technology; and Public Transportation, Hotels & Resorts. Double-digit PIB revenue and page growth was recorded by the Drugs & Remedies, Apparel & Accessories; Financial, Insurance & Real Estate; and Retail.

Details are as follows: (Click here for magaizine details)

CLASS NAME	2006 DOLLARS	2005 DOLLARS	CHG	% CHG	2006 PAGES	2005 PAGES	CHG	% CHG
DRUGS & REMEDIES	322,027,222	259,802,092	62,225,130	24.0	2,493.0	2,082.4	410.62	19.7
DIRECT RESPONSE COMPANIES	258,926,102	261,617,196	-2,691,094	-1.0	2,665.4	2,802.8	-137.42	-4.9
FOOD & FOOD PRODUCTS	257,426,789	278,382,454	-20,955,665	-7.5	1,684.3	1,893.6	-209.21	-11.0
AUTOMOTIVE	252,629,612	278,454,713	-25,825,101	-9.3	2,345.8	2,747.9	-402.12	-14.6
TOILETRIES & COSMETICS	231,096,088	220,898,775	10,197,313	4.6	1,851.1	1,861.3	-10.22	-0.5
MEDIA & ADVERTISING	205,596,124	204,423,025	1,173,099	0.6	1,800.2	1,820.9	-20.66	-1.1
APPAREL & ACCESSORIES	201,318,702	167,023,145	34,295,557	20.5	2,896.6	2,482.5	414.10	16.7
FINANCIAL, INSURANCE & REAL ESTATE	171,313,284	153,384,849	17,928,435	11.7	1,879.6	1,679.7	199.89	11.9
HOME FURNISHINGS & SUPPLIES	168,837,150	188,993,179	-20,156,029	-10.7	1,605.4	1,828.6	-223.23	-12.2
TECHNOLOGY	144,481,416	123,470,252	21,011,164	17.0	1,596.5	1,495.7	100.79	6.7
PUBLIC TRANSPORTATION, HOTELS & RESORTS	129,847,325	127,683,751	2,163,574	1.7	1,781.4	1,763.2	18.15	1.0
RETAIL	120,958,750	100,531,676	20,427,074	20.3	1,499.8	1,320.7	179.17	13.6

*Data as of March 6th, 2006

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.

February 1, 2006

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