Ad Pages Down 6 Percent in First Quarter
Total magazine ad pages declined 6.4 percent for the first quarter of 2008 against the same period of 2007, according to Publishers Information Bureau (PIB). Total magazine rate-card-reported advertising revenue also posted a decline, down 1.2 percent against the previous year. A spokesperson for Magazine Publishers of America (MPA) attributed the declines to the state of the economy.
“First-quarter softness in ad categories like Automotive and Home Furnishings & Supplies indicate that the down economy has affected ad spending in magazines. However, we’re pleased to see the strength in some categories, particularly Food & Food Products, in the face of economic uncertainty,” says Ellen Oppenheim, executive vice president and chief marketing officer, MPA.
The Food & Food Products category—one of 12 categories tracked by PIB—was the only category to see a significant increase in ad pages for the first quarter, up 19.4 percent over last year. Nine of the 12 categories saw declines, led by Automotive (down 21.3 percent), Technology (down 16.3 percent) and Home Furnishings & Supplies (down 15.5 percent).