Magazine Publishers of America - Magazine Advertising Shows Effects of Soft Economy in Q1

Magazine Advertising Shows Effects of Soft Economy in Q1

April 14, 2009

New York, NY (April 14, 2009) — Total magazine rate-card-reported advertising revenue for the first quarter of 2009 closed at $4,183,426,592, posting a 20.2% decline against the same period in 2008, according to Publishers Information Bureau (PIB). Ad pages during the first quarter totaled 37,196.43, at -25.9% compared to January through March, 2008.

First Quarter 2009 vs. 2008
As a result of the current economic climate, magazines saw PIB revenue and page declines across the top 12 magazine advertising categories during the first quarter of 2009. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Some sectors within the larger ad categories saw an uptick in spending, including: personal hygiene and health products in Toiletries & Cosmetics; clothing accessories in Apparel & Accessories; shopping centers as well as discount department and variety stores in Retail; household cleaning supplies in Home Furnishings & Supplies; and eyeglasses, medical equipment and supplies in Drugs & Remedies.

“The latest PIB data reflect the advertising paralysis triggered by the late 2008 economic meltdown. Marketers froze ad budgets, which affected placement in first quarter magazines,” said Ellen Oppenheim, Executive Vice President & Chief Marketing Officer, Magazine Publishers of America. “Advertising page declines were seen in the ad categories most affected by the slowdown: automotive, finance and retail.”

Q1 2009 vs. 2008 details: Click Here for Magazine Totals

	2009	2008			2009	2008
CLASS NAME	DOLLARS	DOLLARS	CHG	%CHG	PAGES	PAGES	CHG	%CHG

DRUGS & REMEDIES	513,798,281	586,756,387	-72,958,106	-12.4	3,785.40	4,350.88	-565.48	-13.0
FOOD & FOOD PRODUCTS	466,797,795	571,088,836	-104,291,041	-18.3	2,759.45	3,575.20	-815.75	-22.8
TOILETRIES & COSMETICS	437,663,016	452,463,147	-14,800,131	-3.3	2,905.14	3,179.55	-274.41	-8.6
APPAREL & ACCESSORIES	360,810,204	453,636,841	-92,826,637	-20.5	4,071.62	5,333.41	-1,261.79	-23.7
MEDIA & ADVERTISING	334,321,843	358,852,202	-24,530,359	-6.8	2,688.24	3,140.61	-452.37	-14.4
DIRECT RESPONSE COMPANIES	302,021,036	413,321,424	-111,300,388	-26.9	2,943.46	3,957.38	-1,013.92	-25.6
RETAIL	298,090,198	421,710,377	-123,620,179	-29.3	2,781.26	4,211.94	-1,430.68	-34.0
PUBLIC TRANSPORTATION, HOTELS & RESORTS	211,901,595	280,495,435	-68,593,840	-24.5	2,461.47	3,360.21	-898.74	-26.7
AUTOMOTIVE	199,624,187	353,687,777	-154,063,590	-43.6	1,612.05	3,069.19	-1,457.14	-47.5
HOME FURNISHINGS & SUPPLIES	194,839,136	233,877,127	-39,037,991	-16.7	1,598.99	2,136.22	-537.23	-25.1
TECHNOLOGY	176,017,291	214,393,259	-38,375,968	-17.9	1,552.47	2,015.18	-462.71	-23.0
FINANCIAL, INSURANCE & REAL ESTATE	161,403,510	262,042,604	-100,639,094	-38.4	1,444.00	2,661.09	-1,217.09	-45.7

*Data as of April 8th, 2009

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.