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Research
Center >> E-Newsletters
Magazine PIB Ad Pages Down 1% in November, But Revenue Up
4.4%
Year-to-Date, eight of 12 major ad categories posted
PIB revenue and page gains.
adapted from Publishers Information Bureau
Total magazine rate-card-reported
advertising revenue for the month of November increased 4.4 percent
compared to November of last year, according to Publishers Information
Bureau (PIB) statistics released last week, but PIB reported ad
pages declined 1.0 percent from November of 2004. With a month to
go, PIB revenues are up nearly seven percent, but actual pages are
flat from 2004 levels.
November 2005 vs. 2004
Seven major advertising categories increased their PIB revenue and
pages over last year with double-digit gains recorded by Drugs &
Remedies (+39.9 percent PIB revenue and +30.2 percent pages) and
Retail (+18.4 percent PIB revenue and +16.2 percent pages). Financial
showed signs of slowing for the first time and Technology was still
lagging behind 2004 levels.
| CLASS
NAME |
2005
DOLLARS |
2004
DOLLARS |
%
CHG |
2005
PAGES
|
2004
PAGES
|
%
CHG |
| DRUGS
& REMEDIES |
202,549,631 |
144,818,350 |
39.9 |
1,702.85 |
1,307.60 |
30.2 |
| RETAIL
|
148,923,163 |
125,827,768 |
18.4 |
1,869.80 |
1,608.77 |
16.2 |
| MEDIA &
ADVERTISING |
145,838,165 |
139,053,415 |
4.9 |
1,368.23 |
1,302.93 |
5.0 |
| APPAREL
& ACCESSORIES |
203,636,240 |
186,158,595 |
9.4 |
2,546.05 |
2,499.97 |
1.8 |
| DIRECT
RESPONSE COMPANIES |
174,599,734 |
163,285,967 |
6.9 |
1,826.58 |
1,798.74 |
1.5 |
| PUBLIC
TRANSPORTATION, HOTELS & RESORTS |
115,164,359 |
105,128,996 |
9.5 |
1,654.98 |
1,631.54 |
1.4 |
| FINANCIAL,
INSURANCE & REAL ESTATE |
128,694,285 |
120,449,186 |
6.8 |
1,379.77 |
1,362.03 |
1.3 |
| FOOD &
FOOD PRODUCTS |
174,852,339 |
161,684,871 |
8.1 |
1,253.45 |
1,253.16 |
0.0 |
| TOILETRIES
& COSMETICS |
201,153,848 |
190,530,246 |
5.6 |
1,745.07 |
1,771.93 |
-1.5 |
| HOME FURNISHINGS
& SUPPLIES |
207,075,009 |
199,337,816 |
3.9 |
2,018.56 |
2,127.76 |
-5.1 |
| TECHNOLOGY
|
123,119,009 |
127,213,105 |
-3.2 |
1,354.52 |
1,431.48 |
-5.4 |
| AUTOMOTIVE
|
221,595,254 |
275,647,332 |
-19.6 |
2,199.49 |
2,814.02 |
-21.8 |
Year to Date
2005 vs. 2004
Year-to-date, eight of the 12 major advertising categories are ahead
of 2004 levels, lead by Financial (up 12.5 percent) and Food (up
8.6 percent). Despite a recent uptick in spending, the Technology
category (down 9.5 percent in 2005) will most likely end the year
the furthest off its 2004 levels.
| CLASS
NAME |
2005
DOLLARS |
2004
DOLLARS |
%
CHG |
2005
PAGES
|
2004
PAGES
|
%
CHG |
| FINANCIAL,
INSURANCE & REAL ESTATE |
1,151,392,621 |
1,007,920,389 |
14.2 |
12,546.34 |
11,156.36 |
12.5 |
| FOOD &
FOOD PRODUCTS |
1,667,872,383 |
1,471,546,570 |
13.3 |
12,049.37 |
11,098.94 |
8.6 |
| MEDIA &
ADVERTISING |
1,370,904,840 |
1,202,652,951 |
14.0 |
12,827.75 |
12,028.17 |
6.6 |
| RETAIL
|
1,252,102,742 |
1,153,015,883 |
8.6 |
14,846.25 |
14,253.99 |
4.2 |
| PUBLIC
TRANSPORTATION, HOTELS & RESORTS |
994,527,934 |
882,069,277 |
12.7 |
13,331.07 |
12,815.90 |
4.0 |
| TOILETRIES
& COSMETICS |
1,985,324,939 |
1,753,497,906 |
13.2 |
17,341.24 |
16,722.68 |
3.7 |
| DRUGS &
REMEDIES |
1,845,394,611 |
1,687,705,646 |
9.3 |
15,263.08 |
14,871.61 |
2.6 |
| DIRECT
RESPONSE COMPANIES |
1,581,050,595 |
1,353,623,138 |
16.8 |
16,777.89 |
16,610.74 |
1.0 |
| APPAREL
& ACCESSORIES |
1,713,365,390 |
1,608,265,845 |
6.5 |
21,834.75 |
22,009.22 |
-0.8 |
| AUTOMOTIVE
|
2,071,704,433 |
2,137,885,584 |
-3.1 |
20,353.78 |
21,722.69 |
-6.3 |
| HOME FURNISHINGS
& SUPPLIES |
1,517,725,627 |
1,580,653,367 |
-4.0 |
14,717.40 |
15,989.58 |
-8.0 |
| TECHNOLOGY
|
970,212,410 |
1,018,275,590 |
-4.7 |
10,691.65 |
11,820.28 |
-9.5 |
*Data as of
December 6th, 2005
“Drugs
& Remedies category continued its strong performance, due to
growth across the board—from ads for pharmaceutical houses
to medicines and proprietary remedies,” stated Ellen Oppenheim,
Executive Vice President/Chief Marketing Officer, Magazine Publishers
of America. “We’re also pleased to see the second straight
month of Retail growth, driven by mass market stores. Automotive
remains soft, reflecting category dynamics.”
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