MPA – The Association of Magazine Media (formerly Magazine Publishers of America) - Magazine Advertising Growth Sustained in August

Magazine Advertising Growth Sustained in August

August 1, 2004

Finance and Travel Categories Continue to Lead Fourth Consecutive Month of Ad Gains

New York, NY (September 13, 2004)--Total magazine rate-card-reported advertising revenue for the month of August 2004 closed at $1,466,705,298, an increase of +13.7% compared to August 2003, according to Publishers Information Bureau (PIB). Ad pages totaled 15,111.97, up +3.1% from last year. Year-to-date, rate-card-reported revenue closed at $12,615,802,426, an increase of +8.5%, with ad pages totaling 138,821.42, registering a +1.1% gain.

August 2004 vs. 2003 (Click here for Magazine Totals)
Nine of the 12 major advertising categories recorded both page and dollar increases in August. Last months increases were led by double-digit page and rate-card-reported revenue gains in Financial, Insurance & Real Estate; Retail; and Public Transportation, Hotels and Resorts. (Twelve categories are the most significant contributors to PIB revenue, comprising approximately 85% of total advertising spending.)

CLASS NAME	2004 DOLLARS	2003 DOLLARS	CHG	% CHG	2004 PAGES	2003 PAGES	CHG	% CHG
AUTOMOTIVE	185,363,977	170,075,237	15,288,740	9.0	1753.0	1676.0	77.0	4.6
TOILETRIES & COSMETICS	146,074,720	141,300,391	4,774,329	3.4	1347.9	1375.7	-27.8	-2.0
DRUGS & REMEDIES	135,290,370	123,420,982	11,869,388	9.6	1155.6	1125.0	30.6	2.7
APPAREL & ACCESSORIES	116,334,791	109,552,050	6,782,741	6.2	1467.0	1515.9	-48.9	-3.2
FOOD & FOOD PRODUCTS	107,121,852	99,030,636	8,091,216	8.2	787.5	771.3	16.3	2.1
DIRECT RESPONSE COMPANIES	106,562,741	84,550,641	22,012,100	26.0	1176.7	1114.6	62.2	5.6
HOME FURNISHINGS & SUPPLIES	105,503,855	92,972,905	12,530,950	13.5	942.2	902.0	40.2	4.5
MEDIA & ADVERTISING	86,393,665	81,571,702	4,821,963	5.9	792.0	742.9	49.1	6.6
FINANCIAL, INSURANCE & REAL ESTATE	82,538,345	54,605,634	27,932,711	51.2	787.2	598.9	188.3	31.4
RETAIL	81,749,856	62,990,693	18,759,163	29.8	927.6	841.3	86.2	10.3
TECHNOLOGY	65,655,915	67,394,387	-1,738,472	-2.6	712.3	812.8	-100.4	-12.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS	37,234,272	31,990,431	5,243,841	16.4	556.7	497.0	59.7	12.0

January - August 2004 vs. 2003 (Click here for Magazine Totals)
Year-to-date, half of the 12 major advertising categories saw an increase in PIB revenue and pages over the same eight-month period in 2003. The strongest performers have been Financial, Insurance & Real Estate; Media & Advertising; Food & Food Products; and Public Transportation, Hotels & Resorts.

CLASS NAME	2004 DOLLARS	2003 DOLLARS	CHG	% CHG	2004 PAGES	2003 PAGES	CHG	% CHG
AUTOMOTIVE	1,415,491,203	1,392,276,732	23,214,471	1.7	13972.5	14541.6	-569.1	-3.9
DRUGS & REMEDIES	1,198,490,237	1,166,819,136	31,671,101	2.7	10337.7	10419.6	-82.0	-0.8
TOILETRIES & COSMETICS	1,140,735,212	1,096,464,537	44,270,675	4.0	10687.1	10843.1	-156.0	-1.4
FOOD & FOOD PRODUCTS	1,003,322,797	893,645,269	109,677,528	12.3	7279.7	6802.5	477.2	7.0
HOME FURNISHINGS & SUPPLIES	971,510,687	946,229,668	25,281,019	2.7	9611.3	9816.4	-205.2	-2.1
APPAREL & ACCESSORIES	938,516,154	850,175,579	88,340,575	10.4	12851.3	12665.1	186.2	1.5
DIRECT RESPONSE COMPANIES	862,808,108	828,121,052	34,687,056	4.2	10887.3	11063.0	-175.6	-1.6
MEDIA & ADVERTISING	809,729,202	674,377,879	135,351,323	20.1	7369.0	6792.5	576.6	8.5
TECHNOLOGY	673,789,169	671,262,940	2,526,229	0.4	7676.9	8044.8	-368.0	-4.6
FINANCIAL, INSURANCE & REAL ESTATE	643,774,162	505,982,570	137,791,592	27.2	7092.4	6075.6	1016.8	16.7
RETAIL	640,068,673	576,851,131	63,217,542	11.0	7847.4	7773.3	74.1	1.0
PUBLIC TRANSPORTATION, HOTELS & RESORTS	571,214,935	469,947,062	101,267,873	21.5	8220.8	7771.4	449.4	5.8

The fourth consecutive month of improvement in PIB revenue and pages is another encouraging sign of the turn-around for magazines, commented Ellen Oppenheim, EVP and Chief Marketing Officer, Magazine Publishers of America. The increase is driven by categories across the board, led by Financial, Insurance & Real Estate, now up for the sixth consecutive month. In addition, the Retail category was supported by upscale apparel chain and department store advertising, and Public Transportation, Hotels & Resorts saw a broad influx of ads from airlines, cruises, hotels and international destinations. Automotive, magazines largest category, saw a boost in ad spending from both American and Japanese automakers.

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

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