Magazine Publishers of America - Magazines Post 3.2% Gain in PIB Ad Revenues in First Half 2006

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Magazines Post 3.2% Gain in PIB Ad Revenues in First Half 2006

June 1, 2006

Nine of 12 Major Magazine Ad Categories Show Dollar and Page Growth in June

New York, NY (July 11, 2006)--Total magazine rate-card-reported advertising revenue for the month of June increased 0.9% compared to the same month last year, closing at $1,946,546,602, according to Publishers Information Bureau (PIB). Ad pages totaled 20,185.35, down 1.7% from June 2005. Year-to-date, PIB revenue closed at $11,143,340,240, an increase of 3.2% over the same period in 2005, with ad pages totaling 114,705.61, at -0.2% against the previous year.

June 2006 vs. 2005

Nine of the 12 major advertising categories posted both PIB revenue and page increases over June 2005: Drugs & Remedies; Food & Food Products; Home Furnishings & Supplies; Media & Advertising; Direct Response; Apparel & Accessories; Technology; Retail; and Public Transportation, Hotels & Resorts. Among these, the top page gainers were Public Transportation, Hotels & Resorts; Food & Food Products; and Retail. Top PIB revenue gainers were Retail, Drugs & Remedies and Direct Response.

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

Class Name	2006 Dollars	2005 Dollars	CHG	%CHG	2006 Pages	2005 Pages	CHG	% CHG
TOILETRIES & COSMETICS	210,690,400	198,554,537	12,135,863	6.1	1,813.64	1,813.26	0.38	0.0
AUTOMOTIVE	187,454,768	238,677,658	-51,222,890	-21.5	1,815.92	2,371.14	-555.22	-23.4
DRUGS & REMEDIES	183,003,685	165,879,804	17,123,881	10.3	1,522.57	1,473.68	48.89	3.3
FOOD & FOOD PRODUCTS	168,733,253	159,187,551	9,545,702	6.0	1,294.22	1,216.03	78.19	6.4
HOME FURNISHINGS & SUPPLIES	152,247,122	144,656,661	7,590,461	5.2	1,474.41	1,430.63	43.78	3.1
MEDIA & ADVERTISING	148,839,630	137,441,066	11,398,564	8.3	1,319.60	1,290.15	29.45	2.3
DIRECT RESPONSE COMPANIES	139,720,901	127,854,988	11,865,913	9.3	1,516.23	1,452.10	64.13	4.4
APPAREL & ACCESSORIES	115,754,142	107,110,696	8,643,446	8.1	1,421.39	1,366.77	54.62	4.0
TECHNOLOGY	104,763,867	97,323,913	7,439,954	7.6	1,077.72	1,058.65	19.07	1.8
FINANCIAL, INSURANCE & REAL ESTATE	98,190,736	105,775,969	-7,585,233	-7.2	1,172.30	1,236.35	-64.05	-5.2
RETAIL	89,097,709	78,061,701	11,036,008	14.1	1,016.21	955.19	61.02	6.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS	73,510,108	71,368,846	2,141,262	3.0	1,047.86	950.17	97.69	10.3

*Data as of July 10th, 2006 *Data as of July 10th, 2006

January - June 2006 vs. 2005

In the first half of 2006, eight categories saw PIB revenue and page gains compared to the comparable period last year, with Drugs & Remedies and Retail generating double-digit growth. Apparel & Accessories; Direct Response; Financial, Insurance & Real Estate; Public Transportation, Hotels & Resort; Toiletries & Cosmetics; and Technology saw increases in dollars and pages as well.

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

Class Name	2006 Dollars	2005 Dollars	CHG	% CHG	2006 Pages	2005 Pages	CHG	% CHG
TOILETRIES & COSMETICS	1,112,173,232	977,100,441	135,072,791	13.8	9,175.24	8,675.04	500.20	5.8
DRUGS & REMEDIES	1,107,821,532	944,176,314	163,645,218	17.3	8,806.84	7,849.60	957.24	12.2
AUTOMOTIVE	941,839,257	1,095,876,361	-154,037,104	-14.1	9,031.49	10,869.68	-1,838.19	-16.9
FOOD & FOOD PRODUCTS	913,767,920	945,817,488	-32,049,568	-3.4	6,435.79	6,735.10	-299.31	-4.4
APPAREL & ACCESSORIES	878,206,406	843,076,817	35,129,589	4.2	11,056.91	10,959.40	97.51	0.9
DIRECT RESPONSE COMPANIES	864,030,648	841,146,907	22,883,741	2.7	9,199.95	9,123.67	76.28	0.8
HOME FURNISHINGS & SUPPLIES	775,489,503	773,202,123	2,287,380	0.3	7,443.65	7,570.17	-126.52	-1.7
MEDIA & ADVERTISING	720,845,277	704,642,806	16,202,471	2.3	6,427.41	6,573.73	-146.32	-2.2
RETAIL	693,082,228	583,789,080	109,293,148	18.7	7,799.70	6,982.25	817.45	11.7
FINANCIAL, INSURANCE & REAL ESTATE	593,807,834	587,150,234	6,657,600	1.1	6,638.52	6,539.33	99.19	1.5
PUBLIC TRANSPORTATION, HOTELS & RESORTS	565,960,313	554,634,870	11,325,443	2.0	7,315.04	7,219.54	95.50	1.3
TECHNOLOGY	513,164,841	468,308,620	44,856,221	9.6	5,459.27	5,254.17	205.10	3.9

*Data as of July 10th, 2006

Double-digit growth in PIB revenue spending in Toiletries & Cosmetics, Drugs & Remedies and Retail helped boost magazine advertising in the first half, helping to offset the continued softness experienced by the Automotive category, said Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America. As evidenced by ad spend reports from other media, Auto remains challenged by the changing marketplace.

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.

June 1, 2006

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