September Magazine PIB Ad Pages Up 2.4 Percent
Financial services up slightly, technology lagging in most recent month.
Excerpted from Publishers Information Bureau data

New York, NY (October 9, 2006) — Total magazine rate-card-reported advertising revenue for the month of September increased 6.6 percent compared to the same month last year, according to Publishers Information Bureau (PIB). Ad pages totaled 26,541.99, up 2.4 percent against September 2005. From January through September, PIB ad pages totaled 173,501.11, less than a one percent increase from the first nine months of 2005. Both the technology and financial services categories are running about two percent head of page counts for a comparable period in 2005.

September 2006 vs. 2005

Seven major advertising categories showed an increase in PIB revenue and pages over September 2005. Double-digit gains in pages and revenue were seen in Drugs & Remedies and Food & Food Products. Advertising for drug products and corporate brands drove much of the growth in Drugs & Remedies. Other categories that recorded increases in dollars and pages were: Automotive; Home Furnishings & Supplies; Media & Advertising; Direct Response; and Finance, Insurance & Real Estate.

CLASS NAME
2006
PAGES
2005
PAGES
%
CHG
FOOD & FOOD PRODUCTS
1,334.80
1,177.41
13.4
DRUGS & REMEDIES
1,764.84
1,587.47
11.2
HOME FURNISHINGS & SUPPLIES
1,806.98
1,705.99
5.9
FINANCIAL, INSURANCE & REAL ESTATE
1,439.01
1,380.01
4.3
AUTOMOTIVE
1,911.95
1,862.02
2.7
DIRECT RESPONSE COMPANIES
1,821.54
1,782.15
2.2
MEDIA & ADVERTISING
1,577.06
1,564.55
0.8
RETAIL
2,757.36
2,791.81
-1.2
APPAREL & ACCESSORIES
3,446.49
3,492.29
-1.3
TOILETRIES & COSMETICS
2,094.93
2,136.46
-1.9
TECHNOLOGY
1,104.05
1,168.38
-5.5
PUBLIC TRANSPORTATION, HOTELS & RESORTS
1,406.80
1,499.86
-6.2

Nine Months Ended Sept. 30

Three quarters into 2006, 10 categories, including Technology and Financial Services saw PIB revenue and page gains against the comparable period last year. The slump in Automotive continued to drag down all PIB totals. Drugs & Remedies was the only category to register double-digit growth. Other categories that saw modest gains in ad dollars and pages: Toiletries & Cosmetics; Apparel & Accessories; Food & Food Products; Direct Response; Media & Advertising; Retail; Public Transportation and Hotels & Resorts.

CLASS NAME
2006
PAGES
2005
PAGES
%
CHG
DRUGS & REMEDIES
13,507.44
12,036.19
12.2
RETAIL
12,247.39
11,384.59
7.6
FINANCIAL, INSURANCE & REAL ESTATE
9,891.91
9,653.34
2.5
TECHNOLOGY
8,157.50
7,980.07
2.2
PUBLIC TRANSPORTATION, HOTELS & RESORTS
10,339.22
10,141.18
2.0
APPAREL & ACCESSORIES
17,173.04
16,939.90
1.4
DIRECT RESPONSE COMPANIES
13,617.15
13,468.36
1.1
TOILETRIES & COSMETICS
13,728.50
13,656.57
0.5
FOOD & FOOD PRODUCTS
9,735.69
9,682.45
0.5
MEDIA & ADVERTISING
9,966.83
9,958.28
0.1
HOME FURNISHINGS & SUPPLIES
11,059.19
11,119.67
-0.5
AUTOMOTIVE
14,129.85
16,182.74
-12.7

“As is historically the case, Apparel & Accessories was the largest category this September. Interestingly, spending in the category was spread more evenly through the third quarter 2006, which shows growth against the same period last year,” said Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America. “The Drugs & Remedies category continues its strong performance, while Automotive registered an increase for the second time this year.”

Expanded PIB information is available at www.magazine.org/PIB.