Magazine Advertising Posts Revenue, Page Gains for Second Consecutive Quarter

NEW YORK, NY—Oct. 12, 2010—Total PIB magazine advertising pages and rate-card-reported revenue posted increases during the third quarter of 2010, according to the Publishers Information Bureau (PIB). PIB revenue closed at $4,780,761,600, generating a 5.3% increase against the same July-September period in 2009.

PIB recorded 40,387.55 ad pages in the third quarter, a gain of 3.6% compared to the same period in 2009. This is the second quarter in a row that magazines have registered PIB growth in 2010.

PIB ad revenue and pages grew in seven of 12 major advertising categories during the third quarter of 2010. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Double-digit PIB increases were recorded by the ad categories Automotive (revenues: +46.6 | pages: +42.0%) and Technology (+29.2% | +12.3%). Overall Automotive advertising is up for magazines – both domestic and foreign brands, plus car dealerships, increased ad spending. Telecommunications and computer/software manufacturers boosted Technology.

Other ad categories that posted PIB revenue and page gains in Q3 include, and saw increased spending for:

• Toiletries & Cosmetics (revenues: +4.5% | pages: +6.5%) – cosmetics, beauty aids, personal hygiene products

• Food & Food Products (+4.5% | +2.1%) – prepared foods, dairy/produce/meat, beverages

• Apparel & Accessories (+10.0% | +5.6%) – ready-to-wear clothing, footwear, accessories

• Retail (+13.1% | +7.2%) – department stores, discount department/variety stories, shopping centers

• Media & Advertising (+5.6% | +3.6%) – Film organizations, cable TV networks, book publishers

In the third quarter, 136 magazines saw an increase in ad pages, compared to 25 magazines during the same period in 2009. One hundred and thirty-two titles registered PIB revenue gains in Q3, versus 37 titles during the same period of last year.

Total PIB revenue through the first three quarters (January through September) of 2010 closed at $14,033,286,629, a 2.6% increase versus the same period in 2009. A total of 118,716.65 ad pages were generated thus far in 2010, a dip of -1.6% compared to last year.

Four of 12 major categories contributed to PIB growth in both dollars and pages during the time period: Automotive and Toiletries & Cosmetics – both posting double-digit gains in both PIB dollars and pages for the year; Financial, Insurance & Real Estate; and Technology.

Year-to-date, 120 magazines recorded page increases, compared to 13 titles during the same period in 2009.

About PIB:

Publishers Information Bureau (PIB), founded in 1947, is the premier source of consumer magazine advertising spending and related data. Kantar Media, 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 MPA – The Association of Magazine Media, consisting of approximately 235 different magazine titles and newspaper-distributed magazines.

Source: Press release.