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Home / Advertising and PIB / PIB Revenue and Pages / Ad Category Data (quarterly and YTD) / August, 2006
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August Magazine PIB Ad Revenues Up 9.6%, Pages Up 4.4%

August 1, 2006

Nine of 12 Major Magazine Ad Categories Showed Dollar and Page Growth for the Month

New York, NY (September 11, 2006)--Total magazine rate-card-reported advertising revenue for the month of August increased 9.6% compared to the same month last year, closing at $1,557,070,868, according to Publishers Information Bureau (PIB).  Ad pages totaled 15,305.55, up 4.4% against August 2005. From January through August, PIB revenue closed at $14,344,888,599, an increase of 3.9% over the same period in 2005, with ad pages totaling 146,956.09, at +0.3% against the previous year.

August 2006 vs. 2005

Nine major advertising categories showed an increase in PIB revenues and pages over August 2005. Four of those categories posted double-digit gains in pages: Drugs & Remedies, Food & Food Products, Retail, and Public Transportation, Hotels & Resorts. Advertising for drug products and corporate brands drove much of the growth in Drugs & Remedies.  For Food & Food Products, ads for beverages were a big driver, and ads for hotel properties and cruises boosted Public Transportation, Hotels & Resorts. Retail benefited from a range of shopping outlets, including department stores, discount stores and shopping centers.

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 195,772,190 151,320,262 44,451,928 29.4 1,479.51 1,246.08 233.43 18.7
TOILETRIES & COSMETICS 164,006,184 166,280,885 -2,274,701 -1.4 1,362.62 1,438.88 -76.26 -5.3
AUTOMOTIVE 157,469,663 156,081,490 1,388,173 0.9 1,456.00 1,480.26 -24.26 -1.6
FOOD & FOOD PRODUCTS 124,293,781 105,672,305 18,621,476 17.6 883.42 757.25 126.17 16.7
DIRECT RESPONSE COMPANIES 122,557,986 115,769,247 6,788,739 5.9 1,212.01 1,179.69 32.32 2.7
APPAREL & ACCESSORIES 118,324,697 109,415,067 8,909,630 8.1 1,424.10 1,409.34 14.76 1.0
MEDIA & ADVERTISING 109,763,248 101,367,066 8,396,182 8.3 957.30 905.11 52.19 5.8
RETAIL 99,026,318 72,752,101 26,274,217 36.1 1,010.70 855.27 155.43 18.2
HOME FURNISHINGS & SUPPLIES 88,172,199 82,689,431 5,482,768 6.6 727.77 721.57 6.20 0.9
FINANCIAL, INSURANCE & REAL ESTATE 67,648,175 66,668,885 979,290 1.5 735.54 724.37 11.17 1.5
TECHNOLOGY 65,427,092 66,216,556 -789,464 -1.2 687.80 726.68 -38.88 -5.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS 47,014,031 44,039,474 2,974,557 6.8 689.78 612.62 77.16 12.6
*Data as of September 7th, 2006

January -  August 2006 vs. 2005

In the first eight months of 2006, eight categories saw PIB revenue and page gains against the comparable period last year, with Drugs & Remedies and Retail registering double-digit growth.  Toiletries & Cosmetics; Direct Response; Apparel & Accessories; Financial, Insurance & Real Estate; Public Transportation, Hotels & Resorts; 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
DRUGS & REMEDIES 1,485,714,643 1,252,978,290 232,736,353 18.6 11,743.93 10,448.72 1,295.21 12.4
TOILETRIES & COSMETICS 1,416,867,191 1,314,532,872 102,334,319 7.8 11,637.90 11,520.12 117.78 1.0
AUTOMOTIVE 1,286,681,948 1,458,572,840 -171,890,892 -11.8 12,230.40 14,320.72 -2,090.32 -14.6
FOOD & FOOD PRODUCTS 1,192,290,636 1,183,964,757 8,325,879 0.7 8,401.89 8,505.06 -103.17 -1.2
DIRECT RESPONSE
COMPANIES		 1,108,160,024 1,077,982,288 30,177,736 2.8 11,775.89 11,686.21 89.68 0.8
APPAREL & ACCESSORIES 1,084,151,623 1,021,745,217 62,406,406 6.1 13,721.41 13,447.62 273.79 2.0
HOME FURNISHINGS & SUPPLIES 965,647,198 961,138,237 4,508,961 0.5 9,252.80 9,413.69 -160.89 -1.7
MEDIA & ADVERTISING 942,655,461 900,644,012 42,011,449 4.7 8,389.22 8,393.73 -4.51 -0.1
RETAIL 845,073,818 706,693,479 138,380,339 19.6 9,500.33 8,592.77 907.56 10.6
FINANCIAL, INSURANCE &
REAL ESTATE 		759,676,738 744,696,173 14,980,565 2.0 8,456.59 8,273.34 183.25 2.2
PUBLIC TRANSPORTATION, HOTELS & RESORTS 675,816,554 653,772,859 22,043,695 3.4 8,929.75 8,641.31 288.44 3.3
TECHNOLOGY 667,810,879 608,822,128 58,988,751 9.7 7,052.45 6,811.68 240.77 3.5
*Data as of September 7th, 2006

A broad range of ad categories buoyed the magazine industry in August, said Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America, in particular Drugs & Remedies, the top magazine ad category for the third time this year.  In addition, Automotive showed only a slight softness in pages compared to last year, after previous months of more dramatic declines.

Expanded PIB information is available at www.magazine.org/PIB.


August 1, 2006
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