Magazine Publishers of America
New York, NY (July 10, 2009)—Total magazine rate-card-reported advertising revenue for the first half of 2009 closed at $9,095,979,740, posting a -21.2% decline against the previous year, according to Publishers Information Bureau (PIB). Ad pages during the first half totaled 79,245.30, at -27.9% compared to January through June, 2008. Total PIB revenue for the second quarter of 2009 closed at $4,905,073,446, posting a 22% decline against the same period in 2008, according to Publishers Information Bureau (PIB). Ad pages during the second quarter totaled 41,854.95, at -29.5% compared to April through June, 2008.
The recession’s broad impact on advertising was seen across the top 12 magazine ad categories during the first half, as well as the second quarter, of 2009. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) A few of bright spots within the larger categories include increased ad spend for culinary ingredients and seasonings as well as for confectionery and snacks within Food & Food Products; for hair products, hair accessories and men’s hygienic products within Toiletries & Cosmetics; for soaps, cleansers and polishes within Home Furnishings & Supplies; and for telecom within Technology.
“Marketers remain extremely cautious in this challenging economic environment, which is reflected in the latest magazine advertising PIB data,” said Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of America. “Sectors most severely affected by the downturn—automotive, finance and retail—show the greatest declines in ad revenue and paging during the first half.”
Ms. Oppenheim added, “Some ad sub-categories showed growth, including food seasonings and ingredients, household cleaning products, and hair and hygiene products, which contributed to first half ad gains for a number of titles with a focus on nesting, fitness and celebrities.”
Details: First Half 2009 vs. 2008 (Click Here for Magazine Totals)
2009 2008 % 2009 2008 % CLASS NAME DOLLARS DOLLARS CHG CHG PAGES PAGES CHG CHG Toiletries & Cosmetics 1,050,041,398 1,130,582,200 -80,540,802 -7.1 7,120.11 8,285.19 -1,165.08 -14.1 Food & Food Products 1,020,649,778 1,151,424,487 -130,774,709 -11.4 6,151.99 7,382.46 -1,230.47 -16.7 Drugs & Remedies 1,017,956,666 1,164,746,858 -146,790,192 -12.6 7,452.75 8,719.83 -1,267.08 -14.5 Media & Advertising 712,092,390 818,456,153 -106,363,763 -13.0 5,672.37 7,035.30 -1,362.93 -19.4 Apparel & Accessories 677,636,177 916,483,065 -238,846,888 -26.1 7,390.09 10,478.18 -3,088.09 -29.5 Retail 637,155,282 899,923,985 -262,768,703 -29.2 5,713.23 8,676.80 -2,963.57 -34.2 Direct Response Companies 624,888,551 840,737,778 -215,849,227 -25.7 6,111.54 8,250.93 -2,139.39 -25.9 Home Furnishings & Supplies 509,666,605 629,137,072 -119,470,467 -19.0 4,023.40 5,574.77 -1,551.37 -27.8 Public Transportation, Hotels & Resorts 489,237,232 641,178,180 -151,940,948 -23.7 5,743.33 7,898.58 -2,155.25 -27.3 Automotive 439,606,401 774,839,828 -335,233,427 -43.3 3,669.85 7,036.79 -3,366.94 -47.8 Technology 356,109,764 422,077,891 -65,968,127 -15.6 3,023.41 4,070.46 -1,047.05 -25.7 Financial, Insurance & Real Estate 339,781,083 588,979,142 -249,198,059 -42.3 3,085.22 6,026.20 -2,940.98 -48.8
2009
2008
%
CLASS NAME
DOLLARS
CHG
PAGES
Toiletries & Cosmetics
1,050,041,398
1,130,582,200
-80,540,802
-7.1
7,120.11
8,285.19
-1,165.08
-14.1
Food & Food Products
1,020,649,778
1,151,424,487
-130,774,709
-11.4
6,151.99
7,382.46
-1,230.47
-16.7
Drugs & Remedies
1,017,956,666
1,164,746,858
-146,790,192
-12.6
7,452.75
8,719.83
-1,267.08
-14.5
Media & Advertising
712,092,390
818,456,153
-106,363,763
-13.0
5,672.37
7,035.30
-1,362.93
-19.4
Apparel & Accessories
677,636,177
916,483,065
-238,846,888
-26.1
7,390.09
10,478.18
-3,088.09
-29.5
Retail
637,155,282
899,923,985
-262,768,703
-29.2
5,713.23
8,676.80
-2,963.57
-34.2
Direct Response Companies
624,888,551
840,737,778
-215,849,227
-25.7
6,111.54
8,250.93
-2,139.39
-25.9
Home Furnishings & Supplies
509,666,605
629,137,072
-119,470,467
-19.0
4,023.40
5,574.77
-1,551.37
-27.8
Public Transportation, Hotels & Resorts
489,237,232
641,178,180
-151,940,948
-23.7
5,743.33
7,898.58
-2,155.25
-27.3
Automotive
439,606,401
774,839,828
-335,233,427
-43.3
3,669.85
7,036.79
-3,366.94
-47.8
Technology
356,109,764
422,077,891
-65,968,127
-15.6
3,023.41
4,070.46
-1,047.05
Financial, Insurance & Real Estate
339,781,083
588,979,142
-249,198,059
-42.3
3,085.22
6,026.20
-2,940.98
-48.8
*Data as of July 9, 2009
Details Q2 2009 vs. 2008 (Click Here for Magazine Totals)
2009 2008 % 2009 2008 % CLASS NAME DOLLARS DOLLARS CHG CHG PAGES PAGES CHG CHG Toiletries & Cosmetics 611,210,537 677,271,766 -66,061,229 -9.8 4,185.67 5,072.98 -887.31 -17.5 Food & Food Products 553,799,571 580,130,354 -26,330,783 -4.5 3,392.21 3,805.26 -413.05 -10.9 Drugs & Remedies 502,769,968 577,869,653 -75,099,685 -13.0 3,658.56 4,353.80 -695.24 -16.0 Media & Advertising 376,471,505 458,800,870 -82,329,365 -17.9 2,975.00 3,887.97 -912.97 -23.5 Retail 338,860,784 479,034,893 -140,174,109 -29.3 2,920.20 4,459.00 -1,538.80 -34.5 Direct Response Companies 323,332,939 426,653,029 -103,320,090 -24.2 3,142.93 4,257.25 -1,114.32 -26.2 Apparel & Accessories 316,909,966 462,882,085 -145,972,119 -31.5 3,312.85 5,139.77 -1,826.92 -35.5 Home Furnishings & Supplies 314,587,051 395,059,350 -80,472,299 -20.4 2,419.38 3,435.95 -1,016.57 -29.6 Public Transportation, Hotels & Resorts 273,281,398 355,635,342 -82,353,944 -23.2 3,108.82 4,319.93 -1,211.11 -28.0 Automotive 239,316,943 420,584,818 -181,267,875 -43.1 1,992.13 3,905.91 -1,913.78 -49.0 Technology 181,024,874 207,684,633 -26,659,759 -12.8 1,524.52 2,055.28 -530.76 -25.8 Financial, Insurance & Real Estate 178,683,071 326,899,766 -148,216,695 -45.3 1,644.98 3,359.86 -1,714.88 -51.0
611,210,537
677,271,766
-66,061,229
-9.8
4,185.67
5,072.98
-887.31
-17.5
553,799,571
580,130,354
-26,330,783
-4.5
3,392.21
3,805.26
-413.05
-10.9
502,769,968
577,869,653
-75,099,685
3,658.56
4,353.80
-695.24
-16.0
376,471,505
458,800,870
-82,329,365
-17.9
2,975.00
3,887.97
-912.97
-23.5
338,860,784
479,034,893
-140,174,109
-29.3
2,920.20
4,459.00
-1,538.80
-34.5
323,332,939
426,653,029
-103,320,090
-24.2
3,142.93
4,257.25
-1,114.32
-26.2
316,909,966
462,882,085
-145,972,119
-31.5
3,312.85
5,139.77
-1,826.92
-35.5
314,587,051
395,059,350
-80,472,299
-20.4
2,419.38
3,435.95
-1,016.57
-29.6
273,281,398
355,635,342
-82,353,944
-23.2
3,108.82
4,319.93
-1,211.11
-28.0
239,316,943
420,584,818
-181,267,875
-43.1
1,992.13
3,905.91
-1,913.78
-49.0
181,024,874
207,684,633
-26,659,759
-12.8
1,524.52
2,055.28
-530.76
-25.8
178,683,071
326,899,766
-148,216,695
-45.3
1,644.98
3,359.86
-1,714.88
-51.0
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.
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