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Research Center >> August 2008 First
Half Magazine Pages and Ad Revenue Down According to Publishers Information Bureau (PIB), Magazine Publishers of America reported that total magazine rate-card-reported advertising revenue for the first half of 2008 closed at $11.5 billion, down 3.1 percent compared with the first half of 2007. Meanwhile, measured advertising pages — which many consider a more reliable indicator of spending — were down 7.4 percent compared with the first half of 2007. Ellen Oppenheim,
EVP and CMO, Magazine Publishers of America, notes that "The
magazine ad trend this year is similar to the last two drop-offs
— in the early 1990s and earlier part of this decade —
when PIB revenue and pages declined, but later rebounded as the
ad market For the three months ended June 30, total PIB measured ad pages totaled 58,744.77, down 8.2 percent compared with the second quarter of 2007. Highlights of the PIB analysis of the first-half results indicate that sustained economic softness has negatively affected magazine advertising across a range of categories in the first half of 2008, particularly sensitive Auto sector, as well as Toiletries & Cosmetics, Home Furnishings and Supplies, Apparel & Accessories, Direct Response Companies, and Technology. Financial, Insurance and Real Estate, a long-time laggard in 2007, remained in negative territory the first half of 2008, but fared better than more than half of the major categories tracked by PIB. Six months ended June 30, 2008
Source: Publishers Information Bureau Three months ended June 30, 2008
Source: Publishers Information Bureau |
