Magazine rate-card ad revenue up 5.7% to US$5.2B in Q2 and ad pages edge up 0.8% to 43,427, marking first time since Q4 2007 that revenue, ad pages showed growth, reports Publishers Information Bureau

Sandy Yang

Sandy Yang

Jul 13, 2010 – Publishers Information Bureau

NEW YORK , July 13, 2010 (press release) – For the first time in nine quarters, both total magazine pages and rate-card-reported revenue posted gains, according to Publishers Information Bureau (PIB). During the second quarter of 2010, magazine rate-card-reported advertising revenue closed at $5,210,102,458, generating a 5.7% increase against the same period in 2009. PIB recorded 43,427.11 ad pages in the second quarter, a gain of 0.8% compared to April through June, of 2009. The fourth quarter of 2007 marked the last time that magazine advertising revenue or pages recorded growth.

Strong second quarter performance helped total magazine rate-card-reported advertising revenue for the first half of 2010 rise 1.2%, compared to 2009 first half. Total PIB revenue for the first half totaled $ 9,248,770,503, compared to $9,137,487,163 through the first six months of 2009. Ad pages during the first half totaled 78,217.83, declining 4.0% compared to January through June, 2009.

"Magazines are benefitting from what appears to be an advertising economic lift during the first half," said Nina Link, President & CEO of Magazine Publishers of America, the organization that administers PIB. "The robust return of Automotive advertising to magazines, aided by equally strong performances by Finance, Real Estate, Toiletries and Cosmetics, helped position magazines for solid second quarter improvement."

Second Quarter 2010 vs. 2009
PIB ad revenue and pages grew in six of 12 major advertising categories during the second quarter of 2010: Automotive; Financial, Insurance & Real Estate; Toiletries & Cosmetics; Home Furnishings & Supplies; Technology; and Food & Food Products. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) This marks the first time since 2007, when PIB moved to a quarterly reporting schedule, that the Auto category has posted a double-digit increase in both pages and revenue (28% pages / 41% revenue). Other categories with double-digit increases in both pages and revenue are Financial, Insurance & Real Estate and Toiletries & Cosmetics.

In the second quarter, 130 magazines increased ad pages, compared to 15 magazines during the same period in 2009. One hundred and thirty-six titles registered PIB revenue gains in Q2, versus 30 titles in the same period of last year.

First Half 2010 vs. 2009
Four of 12 major categories contributed to PIB growth during the first half of 2010: Automotive; Financial, Insurance & Real Estate; Home Furnishings & Supplies; and Toiletries & Cosmetics. All but the Home category posted double-digit PIB revenue and page increases over first half 2009. Bright spots within the other major categories include: ad spend upticks in prepared foods, dairy, meat and produce (within Food); fitness and diet programs (within Drugs); accessories and jewelry (within Apparel); and telecommunications (within Technology).

Expanded PIB information is available at

Publishers Information Bureau (PIB), founded in 1947, is the premier source of consumer magazine advertising spending and related data. TNS Media Intelligence, the leading provider of strategic advertising and marketing information, collects and monitors this data and supplies it to PIB. PIB is a membership organization, administered by Magazine Publishers of America, consisting of approximately 235 different magazine titles and newspaper-distributed magazines.

Magazine Publishers of America (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents approximately 225 domestic publishing companies with more than 1,000 titles, nearly 50 international companies and more than 100 associate members. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs in Washington, DC.

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