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Feb 09, 2012
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Home / Advertising and PIB / PIB Revenue and Pages / Ad Category Data (quarterly and YTD) / September, 2004
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September Marks Fifth Month of Magazine Advertising Growth

September 1, 2004

Apparel and Retail Ad Categories Help Boost September Titles

New York, NY (October 11, 2004)--Total magazine rate-card-reported advertising revenue for the month of September 2004 closed at  $2,286,636,158, an increase of +17.1% compared to September 2003, according to Publishers Information Bureau (PIB). Ad pages totaled 25,165.36, up +8.5% from last year.  Year-to-date, rate-card-reported revenue closed at $14,908,324,440, an increase of +9.7%, with ad pages totaling 164,277.46, registering a +2.2% gain.

September 2004 vs. 2003 (Click here for Magazine Totals)
Nine of the 12 major advertising categories recorded both PIB revenue and page increases in September, with five categories posting double-digit gains:  Retail; Home Furnishings & Supplies; Food & Food Products; Financial, Insurance & Real Estate; and Public Transportation, Hotels and Resorts. Financial, Insurance & Real Estate has recorded its seventh consecutive month of increases in September.  (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
APPAREL & ACCESSORIES
286,773,588
264,043,180
22,730,408
8.6
3,622.29
3,532.95
89.34
2.5
RETAIL
224,763,345
145,270,755
79,492,590
54.7
2,675.80
1,953.64
722.16
37.0
TOILETRIES & COSMETICS
209,565,350
190,445,861
19,119,489
10.0
1,993.41
1,948.27
45.14
2.3
HOME FURNISHINGS & SUPPLIES
197,821,882
153,648,450
44,173,432
28.7
1,949.72
1,647.90
301.82
18.3
AUTOMOTIVE
190,896,360
176,522,434
14,373,926
8.1
1,973.14
1,909.24
63.90
3.3
DRUGS & REMEDIES
159,209,018
158,680,389
528,629
0.3
1,422.41
1,424.84
-2.43
-0.2
DIRECT RESPONSE COMPANIES
147,664,745
124,323,858
23,340,887
18.8
1,732.28
1,684.97
47.31
2.8
FOOD & FOOD PRODUCTS
139,063,672
120,862,978
18,200,694
15.1
1,080.96
950.13
130.83
13.8
MEDIA & ADVERTISING
130,460,150
129,328,471
1,131,679
0.9
1,236.77
1,273.10
-36.33
-2.9
FINANCIAL, INSURANCE & REAL ESTATE
123,550,438
99,002,492
24,547,946
24.8
1,223.11
1,044.83
178.28
17.1
PUBLIC TRANSPORTATION, HOTELS & RESORTS
102,662,863
69,036,628
33,626,235
48.7
1,427.54
1,155.14
272.40
23.6
TECHNOLOGY
91,328,362
96,726,523
-5,398,161
-5.6
1,100.43
1,192.39
-91.96
-7.7


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

 

CLASS NAME
2004 DOLLARS
2003 DOLLARS
CHG
% CHG
2004 PAGES
2003 PAGES
CHG
% CHG
AUTOMOTIVE
1,608,617,663
1,570,369,666
38,247,997
2.4
16,046.34
16,547.90
-502
-3.0
DRUGS & REMEDIES
1,357,587,006
1,325,764,815
31,822,191
2.4
11,757.00
11,858.47
-101
-0.9
TOILETRIES & COSMETICS
1,349,793,267
1,286,910,398
62,882,869
4.9
12,674.16
12,791.40
-117
-0.9
APPAREL & ACCESSORIES
1,226,166,581
1,114,593,454
111,573,127
10.0
16,497.70
16,219.08
279
1.7
HOME FURNISHINGS & SUPPLIES
1,169,611,561
1,099,783,211
69,828,350
6.3
11,571.92
11,462.95
109
1.0
FOOD & FOOD PRODUCTS
1,142,453,469
1,014,508,247
127,945,222
12.6
8,363.67
7,752.67
611
7.9
DIRECT RESPONSE COMPANIES
1,010,014,115
952,552,925
57,461,190
6.0
12,613.38
12,752.93
-140
-1.1
MEDIA & ADVERTISING
940,404,680
803,996,565
136,408,115
17.0
8,623.93
8,080.56
543
6.7
RETAIL
863,584,801
722,201,478
141,383,323
19.6
10,508.89
9,727.92
781
8.0
FINANCIAL, INSURANCE & REAL ESTATE
768,487,067
605,208,562
163,278,505
27.0
8,352.21
7,134.43
1,218
17.1
TECHNOLOGY
766,442,507
768,281,963
-1,839,456
-0.2
8,817.01
9,256.24
-439
-4.7
PUBLIC TRANSPORTATION, HOTELS & RESORTS
673,953,692
539,048,940
134,904,752
25.0
9,670.71
8,930.57
740
8.3

Magazine advertising hit a high for the year in September, illustrating that advertisers continue to recognize magazines as a unique medium that engages consumers in an age of interruption, stated Ellen Oppenheim, EVP and Chief Marketing Officer, Magazine Publishers of America.  The overall push for fall season fashion positioned Retail, Apparel & Accessories and Toiletries & Cosmetics as the leading categories last month. In terms of sectors that posted significant increases, Retail was supported by ads for couture shops and department stores, while Home Furnishings & Supplies improved with spending by electronics and cleaning supply manufacturers.

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

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