Magazine Publishers of America - PIB: Full-Year 2009 Magazine Advertising Show the Effects of the Recession

PIB: Full-Year 2009 Magazine Advertising Show the Effects of the Recession

January 12, 2010

New York, NY (January 12, 2010)—Total magazine rate-card-reported advertising revenue for full-year 2009 closed at $19,450,949,762, posting a 18.1% decline against the previous year, according to Publishers Information Bureau (PIB). A total of 169,217.76 advertising pages were generated throughout the year, a drop of 25.6% compared to 2008. In the fourth quarter of 2009, PIB revenue generated $5,778,429,251, which was a 12.4% decrease compared to 2008’s fourth quarter. There were 48,958.92 advertising pages counted for the quarter, a decline of 21.6% compared to the same period in 2008.

Food & Food Products, one of 12 major advertising categories, showed a 21.9% PIB revenue and 9.8% page increase during the fourth quarter of 2009, along with a 1.4% revenue bump for the full year, driven primarily by ads for cooking ingredients, mixes and seasonings. The fourth quarter saw significant contributions from produce, meats, beverages and snacks. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

Two fourth quarter growth trends were apparent across other ad sectors. First, a number of subcategories registered PIB revenue and page increases in Q4: household cleansers, pet foods/supplies, drugs, toiletries and fitness products. Second, four major categories, while still down, showed significant improvement in fourth quarter compared to prior quarters in 2009: Finance, Insurance & Real Estate; Direct Response Companies; Toiletries & Cosmetics; and Automotive. The fourth quarter of 2009 marks the first time Automotive declines have been in single digits since fourth quarter 2007, with the category showing a more than 80% increase in fourth quarter versus the average quarterly spending earlier in the year.

“While marketers’ skittishness continued through the fourth quarter, magazine spending showed improvement compared to earlier in 2009,” said Ellen Oppenheim, EVP/Chief Executive Officer, Magazine Publishers of America. “Magazines experienced an uptick in food spending and relative improvement in other areas, especially in automotive.”

Details: Fourth Quarter 2009 vs. 2008 (Click Here for Magazine Totals)

CLASS NAME	2009 DOLLARS	2008 DOLLARS	CHG	%CHG	2009 PAGES	2008 PAGES	CHG	%CHG
TOILETRIES & COSMETICS	731,725,607	735,940,321	-4,214,714	-0.6	5,006.30	5,458.55	-452.25	-8.3
FOOD & FOOD PRODUCTS	610,139,455	500,358,666	109,780,789	21.9	3,671.70	3,342.79	328.91	9.8
DRUGS & REMEDIES	510,451,956	572,439,288	-61,987,332	-10.8	4,034.71	4,898.00	-863.29	-17.6
RETAIL	460,800,691	551,309,513	-90,508,822	-16.4	3,918.66	5,194.80	-1,276.14	-24.6
APPAREL & ACCESSORIES	460,549,224	600,885,168	-140,335,944	-23.4	4,529.73	6,360.88	-1,831.15	-28.8
MEDIA & ADVERTISING	442,318,341	501,499,322	-59,180,981	-11.8	3,456.74	4,392.89	-936.15	-21.3
AUTOMOTIVE	416,174,022	441,032,903	-24,858,881	-5.6	3,072.40	3,935.42	-863.02	-21.9
DIRECT RESPONSE COMPANIES	366,708,797	436,297,571	-69,588,774	-15.9	3,371.83	4,386.79	-1,014.96	-23.1
HOME FURNISHINGS & SUPPLIES	345,416,658	437,914,628	-92,497,970	-21.1	2,662.48	3,731.91	-1,069.43	-28.7
FINANCIAL, INSURANCE & REAL ESTATE	258,620,818	324,031,846	-65,411,028	-20.2	2,290.41	3,072.90	-782.49	-25.5
TECHNOLOGY	219,705,791	317,904,751	-98,198,960	-30.9	1,919.14	2,795.95	-876.81	-31.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS	216,908,941	303,495,417	-86,586,476	-28.5	3,081.09	4,327.90	-1,246.81	-28.8

*Data as of January 8th, 2010

Details: January through December 2009 vs. 2008 (Click Here for Magazine Totals)

CLASS NAME	2009 DOLLARS	2008 DOLLARS	CHG	%CHG	2009 PAGES	2008 PAGES	CHG	%CHG
TOILETRIES & COSMETICS	2,399,067,983	2,495,502,614	-96,434,631	-3.9	16,205.81	18,295.04	-2,089.23	-11.4
FOOD & FOOD PRODUCTS	2,131,398,139	2,102,382,771	29,015,368	1.4	12,975.57	13,680.54	-704.97	-5.2
DRUGS & REMEDIES	2,023,875,191	2,255,152,896	-231,277,705	-10.3	16,595.05	18,944.12	-2,349.07	-12.4
MEDIA & ADVERTISING	1,510,888,430	1,741,263,678	-230,375,248	-13.2	12,000.54	15,098.38	-3,097.84	-20.5
APPAREL & ACCESSORIES	1,493,252,774	2,019,008,834	-525,756,060	-26.0	15,733.22	22,464.07	-6,730.85	-30.0
RETAIL	1,436,175,256	1,896,101,478	-459,926,222	-24.3	12,714.22	18,181.51	-5,467.29	-30.1
DIRECT RESPONSE COMPANIES	1,284,108,767	1,669,343,604	-385,234,837	-23.1	12,440.21	16,779.52	-4,339.31	-25.9
HOME FURNISHINGS & SUPPLIES	1,138,100,126	1,387,568,388	-249,468,262	-18.0	8,734.26	12,032.64	-3,298.38	-27.4
AUTOMOTIVE	1,087,926,487	1,606,503,720	-518,577,233	-32.3	8,574.32	14,405.75	-5,831.43	-40.5
PUBLIC TRANSPORTATION, HOTELS & RESORTS	867,584,615	1,182,601,483	-315,016,868	-26.6	11,070.35	15,599.94	-4,529.59	-29.0
FINANCIAL, INSURANCE & REAL ESTATE	797,586,902	1,231,894,750	-434,307,848	-35.3	7,023.48	11,986.07	-4,962.59	-41.4
TECHNOLOGY	742,714,316	976,961,389	-234,247,073	-24.0	6,403.83	9,127.33	-2,723.50	-29.8

*Data as of January 8th, 2010

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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