MPA Knows Best
Total magazine advertising revenue for the month of May closed at $1,503,944,138, a 9.4 percent decrease from last year, according to Publishers Information Bureau (PIB). Advertising pages for May were 22,368, down 16.9 percent from last year.Year-to-date, advertising revenue decreased 1.9 percent closing at $6,676,380,757, and ad pages were 101,990, down 9.4 percent from last year.
Despite industry dips, four major advertising categories showed positive dollar growth in May, most notably in Toiletries & Cosmetics; Drugs & Remedies; Transportation, Hotels & Resorts; and Direct Response Companies. Losses were noted for Technology; Retail; Media & Advertising; Financial, Insurance & Real Estate; Home Furnishings & Supplies; Food & Food Products; Apparel & Accessories; and Automotive. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85 percent of total advertising spending.)
Category details are as follows:
CLASS NAME/2001 DOLLARS/2000 DOLLARS
Toiletries & Cosmetics/ $161,622,813/ $117,267,414
Automotive / $155,426,820/ $155,643,800
Drugs & Remedies/ $127,546,176/ $108,542,358
Home Furnishings & Supplies / $113,849,930/ $122,379,325
Technology/ $104,962,801/ $190,705,736
Food & Food Products/ $101,717,950/ $104,357,349
Apparel & Accessories/ $101,164,470/ $101,633,827
Transportation, Hotels & Resorts / $91,287,829/ $85,343,310
Financial, Insurance & Real Estate/ $90,972,759/ $115,960,642
Media & Advertising/ $87,526,056/ $116,505,886
Direct Response Companies/ $85,995,745/ $83,278,295
Retail/ $66,197,015/ $107,427,253
Throughout the first half of 2001, gains were also reported in seven out of 12 categories for the year-to-date comparison overall, most notably in Toiletries & Cosmetics; Apparel & Accessories; Drugs & Remedies; Food & Food Products; Transportation, Hotels & Resorts; Direct Response Companies; and Home Furnishings & Supplies. Losses were noted for Retail; Technology; Media & Advertising; Financial, Insurance & Real Estate; and Automotive.
"It is no surprise that the current economic climate is affecting advertising spending across all media, including magazines," says Ellen Oppenheim, executive vice president/CMO, Magazine Publishers of America. "However, positive growth in categories such as Toiletries & Cosmetics, Drugs & Remedies, and Transportation, Hotels & Resorts demonstrates that magazines continue to be valuable advertising vehicles."