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Revenue and Ad Pages Down in 2008
Technology and finance categories show less declines.
adapted from Publishers Information Bureau data

Total magazine rate-card-reported advertising revenue through the first three quarters of 2008 posted a five-percent decline against the previous year, according to Publishers Information Bureau (PIB).

For the third quarter, total magazine rate-card-reported advertising revenue generated an 8.8 percent decrease compared to 2007’s third quarter. There were 52,778 advertising pages in the third quarter, a drop of 12.9 percent compared to the same period in 2007.

2008 vs. 2007

Overall, magazine advertising was negatively impacted by the ongoing weakness in the economy for the first three quarters of 2008. Categories that posted declines in both revenue and ad pages included: Toiletries & Cosmetics; Apparel & Accessories; Drugs & Remedies; Media & Advertising; Direct Response Companies; Automotive; Financial, Insurance & Real Estate; Home furnishings & Supplies; and Technology.

“We’re seeing the unfortunate result of the ongoing softness in the economy,” noted Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, Magazine Publishers of America. “Consumers have cut spending and advertisers have followed suit. It’s affected every ad category and every ad-supported sector of the media industry.”

3Q 2008 vs 2007