Magazine Publishers of America - Magazine PIB Ad Revenue Grew 6.1% in 2007, Based on Solid 4th Quarter

Thanks to our Advertisers

Thanks to our Sponsors

Magazine PIB Ad Revenue Grew 6.1% in 2007, Based on Solid 4th Quarter

January 16, 2008

New York, NY (January 16, 2008) Total magazine rate-card-reported advertising revenue for full-year 2007 increased 6.1% compared to the previous year, closing at $25,501,793,279, according to Publishers Information Bureau (PIB). Ad pages totaled 244,736.54, at -0.6% compared to January through December, 2006.

Total PIB revenue for the fourth quarter 2007 period increased 7% compared to last year, closing at $7,567,788,712. Ad pages totaled 71,763.48, at +0.1% from October through December, 2006.

Analysis: Full Year 2007 vs. 2006
(Click here for Magazine Totals)

CLASS NAME	2006 DOLLARS	CHG	%CHG	2007 PAGES	2006 PAGES	CHG	%CHG
DRUGS & REMEDIES	2414054049	170568180	7.1	19674.58	19074.75	599.83	3.1
TOILETRIES & COSMETICS	2290033937	273340526	11.9	19714.59	19150.57	564.02	2.9
APPAREL & ACCESSORIES	2031576703	149442085	7.4	24402.78	24455.31	-52.53	-0.2
FOOD & FOOD PRODUCTS	1817306167	308197535	17	14452.61	13159.33	1293.28	9.8
AUTOMOTIVE	2049493105	-42895310	-2.1	18353.07	19582.24	-1229.17	-6.3
RETAIL	1705290401	175773682	10.3	18967.79	18567.21	400.58	2.2
DIRECT RESPONSE COMPANIES	1765431701	44961255	2.5	17936.42	18811.37	-874.95	-4.7
MEDIA & ADVERTISING	1593165351	177117391	11.1	15226.24	14472.74	753.5	5.2
HOME FURNISHINGS & SUPPLIES	1704821644	-139916799	-8.2	14429.85	16479.17	-2049.32	-12.4
FINANCIAL, INSURANCE & REAL ESTATE	1259741401	119633266	9.5	14339.59	13815.69	523.9	3.8
PUBLIC TRANSPORTATION, HOTELS & RESORTS	1085931551	75972748	7.0	14694.09	14524.53	169.56	1.2
TECHNOLOGY	1124489214	-101731753	-9.0	10094.17	11757.83	-1663.66	-14.1

In full-year 2007, Drugs & Remedies held the top spot in PIB revenue, while Apparel & Accessories was the top category in pages.

Nine of the 12* major advertising categories showed increases in spending: Food & Food Products (+17%); Toiletries & Cosmetics (+11.9%); Media & Advertising (+11.1%); Retail (+10.3%); Financial, Insurance & Real Estate (+9.5%); Apparel & Accessories (+7.4%); Drugs & Remedies (+7.1%); Public Transportation, Hotels & Resorts (+7%); and Direct Response (+2.5%).

Page gains were seen in: Food & Food Products (+9.8%); Media & Advertising (+5.2%); Finance, Insurance & Real Estate (3.8%); Drugs & Remedies (+3.1%); Toiletries & Cosmetics (+2.9); Retail (+2.2%); and Public Transportation, Hotels & Resorts (+1.2%).

Drivers behind the ad categories that posted increases in both PIB revenue and pages include:

Drugs & Remedies: ads for medicines and proprietary remedies; fitness and diet programs; medical equipment and supplies
Toiletries & Cosmetics: ads for cosmetics and beauty aids; personal health and hygiene products (male, female and unisex); hair products and accessories
Food & Food Products: ads for prepared foods, ingredients and seasonings; confections and snacks; meat, dairy and produce; beverages

Retail: ads for department stores; shopping centers; branded apparel shops; sporting goods stores
Media & Advertising: ads for a broad spectrum of media and entertainment vehicles, including film, TV, newspapers, magazines and books
Financial, Insurance & Real Estate: ads for banking institutions; credit cards; insurance companies; financial advisors
Public Transportation, Hotels & Resorts: ads for domestic and international destinations, hotel chains and individual properties; airlines

*The top 12 ad categories are the most significant contributors to PIB revenue, comprising more than 85% of total magazine ad spending.

Analysis: Fourth Quarter 2007 vs. 2006
(Click here for Magazine Totals)

CLASS NAME	2007 DOLLARS	2006 DOLLARS	CHG	%CHG	2007 PAGES	2006 PAGES	CHG	%CHG
TOILETRIES & COSMETICS	736,397,717	634,136,795	102,260,922	16.1	5,782.37	5,406.63	375.74	6.9
DRUGS & REMEDIES	690,983,144	699,249,009	-8,265,865	-1.2	5,247.30	5,523.12	-275.82	-5.0
APPAREL & ACCESSORIES	678,172,452	627,958,342	50,214,110	8.0	7,294.21	7,134.63	159.58	2.2
RETAIL	618,737,422	590,647,267	28,090,155	4.8	5,937.08	6,159.97	-222.89	-3.6
FOOD & FOOD PRODUCTS	576,663,307	480,596,814	96,066,493	20.0	3,932.17	3,479.27	452.90	13.0
AUTOMOTIVE	557,943,016	565,856,265	-7,913,249	-1.4	5,082.79	5,408.61	-325.82	-6.0
HOME FURNISHINGS & SUPPLIES	535,520,401	551,714,586	-16,194,185	-2.9	4,783.55	5,310.97	-527.42	-9.9
MEDIA & ADVERTISING	516,067,970	463,336,558	52,731,412	11.4	4,591.74	4,320.82	270.92	6.3
DIRECT RESPONSE COMPANIES	494,725,782	481,814,069	12,911,713	2.7	4,805.80	5,110.05	-304.25	-6.0
FINANCIAL, INSURANCE & REAL ESTATE	479,129,166	364,500,424	114,628,742	31.4	4,792.29	3,891.41	900.88	23.2
PUBLIC TRANSPORTATION, HOTELS & RESORTS	335,454,462	301,924,958	33,529,504	11.1	4,417.02	4,213.90	203.12	4.8
TECHNOLOGY	320,052,827	357,348,423	-37,295,596	-10.4	3,117.86	3,599.54	-481.68	-13.4

*Data as of January 15th, 2008

During the fourth quarter period of 2007 (October through December), Toiletries & Cosmetics ranked first in PIB revenue, and Apparel & Accessories registered the most ad pages.

Eight major ad categories registered PIB revenue gains: Financial, Insurance & Real Estate (+31.4%); Food & Food Products (+20%); Toiletries & Cosmetics (+16.1%); Media & Advertising (+11.4%); Public Transportation, Hotels & Resorts (+11.1%); Retail (+9.4%); Apparel & Accessories (+8%); and Direct Response (+2.7%).

Increases in pages were seen in: Financial, Insurance & Real Estate (+23.2%); Food & Food Products (+13%); Toiletries & Cosmetics (+6.9%); Media & Advertising (6.3%); Public Transportation, Hotels & Resorts (4.8%); and Apparel & Accessories (+2.2%).

Within the fourth quarter, the drivers behind the ad categories that posted increases in both PIB revenue and page include:

Toiletries & Cosmetics: ads for cosmetics and beauty aids; personal health and hygiene products (male, female and unisex); hair products and accessories

Apparel & Accessories: ads for underclothing and hosiery; footwear; accessories; jewelry and watches

Food & Food Products: ads for prepared foods; dairy, meats and produce; beverages; confections and snacks
Financial, Insurance & Real Estate: ads for credit card companies; banking institutions; financial services
Media & Advertising: ads for a broad range of media and entertainment vehicles, including film, TV, newspapers, magazines and books
Financial, Insurance & Real Estate: ads for banking institutions; credit cards; insurance companies; financial advisors
Public Transportation, Hotels & Resorts: hotel chains and individual properties; airlines; domestic and international destinations

In the face of a weakened economy, lowered consumer confidence and tighter ad budgets, magazine spending held steady in 2007, and even posted a stronger finish in the fourth quarter, said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, Magazine Publishers of America.

Ms. Oppenheim also noted particular category trends:

Finance, Insurance & Real Estate, after being down in the first half and showing slight improvement in the third quarter, surged in the fourth quarter to post the highest gains in pages and revenue.

Drugs & Remedies was the top ad category in revenue for the second year in a row in 2007.

Due to cutbacks in spending that have affected all media, the Automotive category was in 2007 the fifth largest category by ad revenue, the first time it hasnt been in the top three in the last five years.

In four of the past five years, Apparel & Accessories has been the leading category in ad pages.

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.