Magazine Advertising Revenues Hold Steady in Third Quarter 2011

PIB-reported Dollars and Pages, January-September, 2011 (double click to enlarge).

PIB-reported Dollars and Pages, July-September, 2011.

NEW YORK—Oct. 10, 2011—Total magazine rate-card-reported print advertising revenue for the first nine months of 2011 closed at $14.355 billion, posting a 2.1 percent increase vs. the same period in 2010, according to Publishers Information Bureau (PIB). Ad pages during the first three quarters totaled 117,567.04, a -1.1 percent decline compared to January-September 2010 period.

During the third quarter of 2011, PIB revenue closed at $4.717 billion, a -1.5 percent dip against the same period last year. PIB recorded 38,152.38 ad pages in quarter, a loss of -5.6 percent compared to July-September 2010.

“We are encouraged to see the continuous investment in magazines into 2011, with two-thirds of our measured categories up year to date,” said Andrew Jung, MPA’s Chief Marketing Officer. “The Finance category was fueled by spending increases by auto and home insurance providers as well as credit card lenders, while luxury items provided most of the growth in the Apparel & Accessories category.”

Three sectors exhibited a double-digit increase in print ad revenues, driven by advertising for the following products categories:

  • Toiletries & Cosmetics: hair products , cosmetics and other beauty aids
  • Apparel & Accessories: footwear, jewelry, watches
  • Financial, Insurance & Real Estate: banks; personal finance consultancies; insurance firms

Third Quarter 2011 vs. 2010
Eight major categories contributed to PIB advertising revenue growth in the third quarter of 2011:

  • Apparel & Accessories;
  • Direct Response Companies;
  • Drugs & Remedies;
  • Financial, Insurance & Real Estate;
  • Media & Advertising;
  • Public Transportation, Hotels & Resorts;
  • Technology; and
  • Toiletries & Cosmetics.

Toiletries/Cosmetics, the category that boasted the largest share in PIB revenue in third quarter, saw a boost in dollars and pages from ads for hair care products and cosmetics. The Finance category, which posted double-digit gains in both revenue and pages, saw an uptick across financial institutions and insurance providers. Apparel & Accessories also saw overall PIB growth, a logical increase given that magazines’ much anticipated September issues are published within this time period.

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: PIB.