Magazine Advertising Revenues Hold Steady Through Third Quarter 2011
(Press Release) New York, NY (October 10, 2011)—Total magazine rate-card-reported print advertising revenue for the first nine months of 2011 closed at $14,354,822,025, posting a +2.1% increase versus the same period in 2010, according to Publishers Information Bureau (PIB). Ad pages during the first three quarters totaled 117,567.04, at -1.1% compared to January through September, 2010. During the third quarter of 2011, PIB revenue closed at $4,716,981,184, a -1.5% dip against the same period last year. PIB recorded 38,152.38 ad pages in Q3, a loss of -5.6% compared to July through September, of 2010.
January through September 2011 vs. 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
For January to September magazine revenue and ad page totals compared to 2010, click here.
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 Q3, 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.