Magazine Publishers of America - September Magazine PIB Ad Revenues Up 6.6%, Pages Up 2.4%

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September Magazine PIB Ad Revenues Up 6.6%, Pages Up 2.4%

September 1, 2006

Year-to-date, 10 of 12 Major Magazine Ad Categories Post Gains

New York, NY (October 9, 2006)--Total magazine rate-card-reported advertising revenue for the month of September increased 6.6% compared to the same month last year, closing at $2,588,723,818, according to Publishers Information Bureau (PIB). Ad pages totaled 26,541.99, up 2.4% against September 2005. From January through September, PIB revenue closed at $16,933,933,955, an increase of 4.3% over the same period in 2005, with ad pages totaling 173,501.11, at +0.7% against the previous year.

September 2006 vs. 2005

Seven major advertising categories showed an increase in PIB revenue and pages over September 2005. Double-digit gains in pages and revenue were seen in Drugs & Remedies and Food & Food Products. Advertising for drug products and corporate brands drove much of the growth in Drugs & Remedies. Other categories that recorded increases in dollars and pages were: Automotive; Home Furnishings & Supplies; Media & Advertising; Direct Response; and Finance, Insurance & Real Estate.

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

CLASS NAME	2006 Dollars	2005 Dollars	CHG	%CHG	2006 Pages	2005 Pages	CHG	%CHG
CLASS NAME	2006 Dollars	2005 Dollars	CHG	%CHG	2006 Pages	2005 Pages	CHG	%CHG
APPAREL & ACCESSORIES	311,911,717	292,869,930	19,041,787	6.5	3,446.49	3,492.29	-45.80	-1.3
RETAIL	264,075,917	240,220,940	23,854,977	9.9	2,757.36	2,791.81	-34.45	-1.2
TOILETRIES & COSMETICS	240,375,299	241,548,975	-1,173,676	-0.5	2,094.93	2,136.46	-41.53	-1.9
DRUGS & REMEDIES	227,732,001	188,271,371	39,460,630	21.0	1,764.84	1,587.47	177.37	11.2
AUTOMOTIVE	193,935,225	186,875,037	7,060,188	3.8	1,911.95	1,862.02	49.93	2.7
HOME FURNISHINGS & SUPPLIES	184,084,171	165,205,183	18,878,988	11.4	1,806.98	1,705.99	100.99	5.9
MEDIA & ADVERTISING	173,122,558	167,841,955	5,280,603	3.1	1,577.06	1,564.55	12.51	0.8
DIRECT RESPONSE COMPANIES	172,094,931	170,212,074	1,882,857	1.1	1,821.54	1,782.15	39.39	2.2
FOOD & FOOD PRODUCTS	171,950,021	148,824,965	23,125,056	15.5	1,334.80	1,177.41	157.39	13.4
FINANCIAL, INSURANCE & REAL ESTATE	135,031,628	133,070,219	1,961,409	1.5	1,439.01	1,380.01	59.00	4.3
PUBLIC TRANSPORTATION, HOTELS & RESORTS	109,416,025	110,809,064	-1,393,039	-1.3	1,406.80	1,499.86	-93.06	-6.2
TECHNOLOGY	101,567,746	111,418,887	-9,851,141	-8.8	1,104.05	1,168.38	-64.33	-5.5
*Data as of October 5th, 2006

January - September 2006 vs. 2005

Three quarters into 2006, 10 categories saw PIB revenue and page gains against the comparable period last year. Drugs & Remedies registered double-digit growth. Other categories that saw gains in ad dollars and pages: Toiletries & Cosmetics; Apparel & Accessories; Food & Food Products; Direct Response; Media & Advertising; Retail; Financial, Insurance & Real Estate; Public Transportation, Hotels & Resorts; 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
CLASS NAME	2006 Dollars	2005 Dollars	CHG	%CHG	2006 Pages	2005 Pages	CHG	%CHG
DRUGS & REMEDIES	1,713,514,639	1,441,249,661	272,264,978	18.9	13,507.44	12,036.19	1,471.25	12.2
TOILETRIES & COSMETICS	1,656,644,918	1,556,081,847	100,563,071	6.5	13,728.50	13,656.57	71.93	0.5
AUTOMOTIVE	1,479,856,150	1,645,447,877	-165,591,727	-10.1	14,129.85	16,182.74	-2,052.89	-12.7
APPAREL & ACCESSORIES	1,396,607,423	1,314,615,147	81,992,276	6.2	17,173.04	16,939.90	233.14	1.4
FOOD & FOOD PRODUCTS	1,364,012,382	1,332,789,722	31,222,660	2.3	9,735.69	9,682.45	53.24	0.5
DIRECT RESPONSE COMPANIES	1,281,954,672	1,248,194,362	33,760,310	2.7	13,617.15	13,468.36	148.79	1.1
HOME FURNISHINGS & SUPPLIES	1,149,404,600	1,126,343,420	23,061,180	2.0	11,059.19	11,119.67	-60.48	-0.5
MEDIA & ADVERTISING	1,116,212,458	1,068,485,967	47,726,491	4.5	9,966.83	9,958.28	8.55	0.1
RETAIL	1,107,904,984	946,914,419	160,990,565	17.0	12,247.39	11,384.59	862.80	7.6
FINANCIAL, INSURANCE & REAL ESTATE	894,383,444	877,766,392	16,617,052	1.9	9,891.91	9,653.34	238.57	2.5
PUBLIC TRANSPORTATION, HOTELS & RESORTS	785,596,910	764,581,923	21,014,987	2.7	10,339.22	10,141.18	198.04	2.0
TECHNOLOGY	769,209,954	720,241,015	48,968,939	6.8	8,157.50	7,980.07	177.43	2.2
*Data as of October 5th, 2006

As is historically the case, Apparel & Accessories was the largest category this September. Interestingly, spending in the category was spread more evenly through the third quarter 2006, which shows growth against the same period last year, said Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America. The Drugs & Remedies category continues its strong performance, while Automotive registered an increase for the second time this year.

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.

September 1, 2006

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