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Magazine Ad Revenue Shows Decline
Finance and technology hit near rock bottom.
adapted from Publishers Information Bureau data

Total magazine rate-card-reported advertising revenue for the full year of 2008 closed posting a decline of 7.8 percent compared to the previous year according to Publishers Information Bureau (PIB).

“Advertiser decisions for the fourth quarter were influenced by a range of factors,” noted Ellen Oppenheim, executive vice president and Chief marketing officer at the Magazine Publishers of America shortly after the PIB data was released. “In the fall and early winter, rising unemployment and steep stock market declines led to restrained ad spending in weekly titles,” Oppenheim added.

In the full year of 2008 as well as the last quarter of 2008, the top 12 magazine advertising categories showed a decline. Not surprisingly, the hardest hit industries included Automotive, Home Furnishings & Supplies and Financial, Industry & Real Estate. While Technology fell significantly, it faired better than Finance.

Interestingly some sectors did well and proved recession-proof. Sub-sectors of Home Furnishing & Supplies, such as household soap, cleansers & polishes showed ad page and revenue gains. Both Food & Food Products, such as dairy, produce and meats as well as Apparel & Accessories and Toiletries & Cosmetics saw a growth during the last quarter of 2008.

Analysis: Fourth Quarter 2008 vs. 2007*