Statement from Mary G. Berner, MPA President and CEO on First Quarter PIB Results:
FIRST QUARTER PIB STORY IS MIXED BAG
New York, NY (April 11, 2014) The first quarter of 2014 saw mixed results for print magazine advertising pages and revenue, as well as the industry’s combined print and iPad unit advertising “footprint,” according to Kantar Media and PIB data. Magazine categories which experienced print ad page growth included Fashion/Beauty (+ 1.0 %) and celebrity (+2.4 %). The Women’s Service category and Newsweeklies both saw declines.
Overall, a comparison of the same titles in both years shows print paging was down -4.0% and revenue down -1.6%. However, the page declines were disproportionately driven by two advertising categories: Tech and Retail, which accounted for almost two-thirds (63%) of the overall page loss. One company, which had a major product launch last year, greatly inflating its 2013 Q1 numbers, comprised 74% of the tech decline and one quarter of the total loss for the quarter. The continued challenges of retailing is reflected in the softness in retail advertising in print magazines, with two major retailers accounting for over 17% of the Q1 Retail category declines.
On the flip side, there were several ad categories that showed growth in both pages and revenue, including Home Furnishings (+16.4% in pages and +19.8% in revenue), Financial, Insurance & Real Estate (+5.7% in pages and +5.1% in revenue), Media & Advertising (+2.9% in pages and +0.7% in revenue), Direct Response (+2.7% in pages and +6.7% in revenue), and Public Transportation , Hotels & Resorts (+1.3% in pages and +1.2% in revenue). `
Two major categories saw strong revenue growth for the quarter on fewer pages, reflecting a shift in the mix of business: Apparel & Accessories (+5.8% in revenue on a -0.8% page decrease) and Drugs & Remedies (+5.3% in revenue on a -3.7% page decrease).
The magazine media advertising footprint, which includes both pages and iPad units, measuring 56 of the 196 PIB-measured titles, was down 6% from 2013. The footprint’s vitality was skewed by one particular non- MPA- member title. Removing that one publication, stems the footprint decline to 5.2%.