Magazine Publishers of America - PIB: Food, Retail and Travel Post First Half Ad Gains

PIB: Food, Retail and Travel Post First Half Ad Gains

July 10, 2008

New York, NY (July 10, 2008)—Total magazine rate-card-reported advertising revenue for the first half of 2008 closed at $11,554,569,406, posting a -3.1% decline against the previous year, according to Publishers Information Bureau (PIB). Ad pages during the first quarter totaled 108,924.13, at -7.4% compared to January through June, 2007. Total PIB revenue for Q2 2008 closed at $6,297,123,700, marking a decline of -4.7% versus the same period in 2007. Ad pages totaled 58,744.77, at -8.2% against April through June 2007.

Analysis: First Half 2008 vs. 2007

Sustained economic softness has negatively affected magazine advertising across a range of categories in the first half of 2008, including the particularly sensitive Auto sector. Declines were also seen in Toiletries & Cosmetics, Home Furnishings and Supplies, Apparel & Accessories, Direct Response Companies, and Financial, Insurance & Real Estate. Drugs & Remedies advertising across media, subject to intense regulatory scrutiny in the earlier part of the year, saw a drop in PIB revenue and pages as well.

Bucking the trend in the first half were Food & Food Products, Retail, and Public Transportation, Hotels & Resorts. Beverages, meats, prepared foods, and confectionery spending bolstered Food & Food Products. Retail saw a boost in spending from discount department and variety stores, as well as shopping centers, particularly in Q2. And Public Transportation, Hotels & Resorts, which registered a slight decline in pages in Q1, rebounded in Q2 due in part to increased investment from airlines, hotels and both domestic and international destinations.

“Recent reports indicate a downward trend in overall ad forecasts for 2008, which is reflected in PIB first half numbers for magazines,” said Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, Magazine Publishers of America. “The magazine ad trend this year is similar to the last two drop-offs—in the early 1990s and earlier part of this decade—when PIB revenue and pages declined, but later rebounded as the ad market picked up.”

Details: First Half 2008 vs. 2007 (Click here for magazine totals)

CLASS NAME	2008 DOLLARS	2007 DOLLARS	CHG	% CHG	PAGES	PAGES	CHG	% CHG
DRUGS & REMEDIES	1,157,739,820	1,306,834,861	-149,095,041	-11.4	8,636.68	9,945.79	-1,309.11	-13.2
FOOD & FOOD PRODUCTS	1,154,051,282	1,002,176,173	151,875,109	15.2	7,378.96	6,903.91	475.05	6.9
TOILETRIES & COSMETICS	1,128,808,862	1,206,565,538	-77,756,676	-6.4	8,232.42	9,257.19	-1,024.77	-11.1
APPAREL & ACCESSORIES	921,952,395	951,381,728	-29,429,333	-3.1	10,516.75	10,966.45	-449.70	-4.1
RETAIL	894,426,936	804,006,609	90,420,327	11.2	8,586.83	8,392.57	194.26	2.3
DIRECT RESPONSE COMPANIES	838,883,398	893,008,191	-54,124,793	-6.1	8,238.39	9,184.70	-946.31	-10.3
MEDIA & ADVERTISING	821,777,765	812,836,306	8,941,459	1.1	7,021.50	6,967.87	53.63	0.8
AUTOMOTIVE	772,955,474	938,845,043	-165,889,569	-17.7	6,846.63	8,704.56	-1,857.93	-21.3
PUBLIC TRANSPORTATION, HOTELS & RESORTS	630,255,367	598,675,244	31,580,123	5.3	7,459.90	7,421.21	38.69	0.5
HOME FURNISHINGS & SUPPLIES	628,493,221	688,629,273	-60,136,052	-8.7	5,574.06	6,488.13	-914.07	-14.1
FINANCIAL, INSURANCE & REAL ESTATE	588,161,903	577,855,157	10,306,746	1.8	6,008.79	6,328.73	-319.94	-5.1
TECHNOLOGY	406,126,131	477,997,462	-71,871,331	-15.0	3,959.26	4,796.24	-836.98	-17.5

*Data as of July 8th, 2008

Details Q2 2008 vs. 2007 (Click here for magazine totals)

CLASS NAME	2008 DOLLARS	2007 DOLLARS	CHG	% CHG	2008 PAGES	2007 PAGES	CHG	% CHG
TOILETRIES & COSMETICS	674,676,560	744,884,256	-70,207,696	-9.4	5,039.54	5,775.65	-736.11	-12.7
FOOD & FOOD PRODUCTS	579,847,488	559,143,188	20,704,300	3.7	3,790.57	3,909.16	-118.59	-3.0
DRUGS & REMEDIES	577,112,953	708,099,377	-130,986,424	-18.5	4,328.12	5,443.41	-1,115.29	-20.5
RETAIL	478,941,661	420,129,712	58,811,949	14.0	4,430.60	4,310.29	120.31	2.8
APPAREL & ACCESSORIES	466,710,640	483,858,361	-17,147,721	-3.5	5,168.48	5,348.46	-179.98	-3.4
MEDIA & ADVERTISING	459,822,987	454,550,827	5,272,160	1.2	3,860.73	3,879.60	-18.87	-0.5
DIRECT RESPONSE COMPANIES	421,970,353	439,534,142	-17,563,789	-4.0	4,225.80	4,510.22	-284.42	-6.3
AUTOMOTIVE	418,946,427	512,986,424	-94,039,997	-18.3	3,772.44	4,803.80	-1,031.36	-21.5
HOME FURNISHINGS & SUPPLIES	393,808,144	424,128,280	-30,320,136	-7.1	3,427.11	3,966.73	-539.62	-13.6
PUBLIC TRANSPORTATION, HOTELS & RESORTS	349,553,352	333,895,004	15,658,348	4.7	4,078.92	4,022.90	56.02	1.4
FINANCIAL, INSURANCE & REAL ESTATE	326,260,002	320,158,801	6,101,201	1.9	3,351.20	3,520.65	-169.45	-4.8
TECHNOLOGY	199,094,018	244,027,369	-44,933,351	-18.4	1,970.00	2,445.75	-475.75	-19.5

*Data as of July 8th, 2008

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.

No items were found.