Total U.S. magazine rate-card-reported advertising revenue for H1 up 4% year-over-year to US$9.6B, ad pages up 1.3% to 79,426; ad revenue, pages grew in seven of 12 major advertising categories: PIB

NEW YORK , July 12, 2011 (press release) – Total magazine rate-card-reported advertising revenue for the first six months of 2011 closed at $9,639,726,960, posting a +4.0% increase versus the same period in 2010, according to Publishers Information Bureau (PIB). Ad pages during the first half totaled 79,426.11, a +1.3% gain compared to January through June, 2010.

During the second quarter of 2011, magazine PIB revenue closed at $5,345,919,282, generating a +2.4% increase against the same period last year. PIB recorded 43,671.20 ad pages in the second quarter, a gain of +0.3% compared to April through June, of 2010. This marks the fifth consecutive quarter that magazines have posted increases in both PIB ad revenues and pages, beginning with the second quarter of 2010.

First Half 2011 vs. 2010

PIB ad revenue and pages grew in seven of 12 major advertising categories January through June, 2011: Apparel & Accessories; Automotive; Drugs & Remedies; Financial, Insurance & Real Estate; Retail; Technology; and Toiletries & Cosmetics. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

Three sectors exhibited double-digit page gains, driven by advertising for the following products categories:

* Toiletries & Cosmetics: cosmetics and beauty aids; hair and skin care products
* Automotive: domestic and foreign brands, driven by a mix of fuel-efficient/hybrid models, sports cars and motorcycles; also auto accessories and equipment
* Financial, Insurance & Real Estate: banks; investor consultancies and software; insurance firms

Details: January through June 2011 vs. 2010

  2011
DOLLARS
2010
DOLLARS
CHG %
CHG
 2011
PAGES
 2010
PAGES
CHG %
CHG
CLASS NAME                 
                 
TOILETRIES & COSMETICS  1,406,613,948 1,212,188,575 194,425,373 16.0 8,873.85 8,005.99 867.86 10.8
DRUGS & REMEDIES  1,079,005,670 1,000,677,780 78,327,890 7.8 8,195.69 7,768.78 426.91 5.5
FOOD & FOOD PRODUCTS  920,046,468 1,024,553,077 -104,506,609 -10.2 5,341.42 6,051.98 -710.56 -11.7
APPAREL & ACCESSORIES  737,984,021 657,240,162 80,743,859 12.3 7,319.87 6,763.51 556.36 8.2
MEDIA & ADVERTISING  692,307,495 678,024,514 14,282,981 2.1 5,224.93 5,334.44 -109.51 -2.1
RETAIL  671,144,881 648,001,114 23,143,767 3.6 5,724.70 5,635.21 89.49 1.6
AUTOMOTIVE  620,959,928 569,488,587 51,471,341 9.0 4,764.51 4,246.34 518.17 12.2
DIRECT RESPONSE COMPANIES  597,558,068 583,459,833 14,098,235 2.4 5,402.75 5,673.31 -270.56 -4.8
FINANCIAL, INSURANCE & REAL ESTATE  500,790,022 413,888,444 86,901,578 21.0 4,118.64 3,571.60 547.04 15.3
HOME FURNISHINGS & SUPPLIES  495,220,757 541,660,718 -46,439,961 -8.6 3,627.43 4,095.46 -468.03 -11.4
PUBLIC TRANSPORTATION, HOTELS & RESORTS  406,305,855 412,140,387 -5,834,532 -1.4 4,699.94 4,966.67 -266.73 -5.4
TECHNOLOGY  366,272,910 328,466,864 37,806,046 11.5 2,962.21 2,875.76 86.45 3.0
                 
*Data as of July 8th, 2011  

Second Quarter 2011 vs. 2010

Five of 12 major categories contributed to PIB growth in the second quarter of 2011: Apparel & Accessories; Drugs & Remedies; Financial, Insurance & Real Estate; Retail; and Toiletries & Cosmetics. Toiletries & Cosmetics, the category that boasted the highest gains and largest share of ad revenue in Q2, benefited from an influx of ads for perfumes, hair care products and cosmetics, as well as toiletries aimed at male consumers in particular.

Details: April Through June 2011 vs. 2010


  2011
DOLLARS
2010
DOLLARS
CHG %CHG  2011
PAGES
 2010
PAGES 
CHG %CHG
CLASS NAME                 
                 
TOILETRIES & COSMETICS  854,561,330 728,319,245 126,242,085 17.3 5,480.37 4,889.40 590.97 12.1
DRUGS & REMEDIES  572,291,758 507,401,415 64,890,343 12.8 4,341.34 3,996.33 345.01 8.6
FOOD & FOOD PRODUCTS  507,488,636 595,567,942 -88,079,306 -14.8 3,001.90 3,502.84 -500.94 -14.3
APPAREL & ACCESSORIES  370,394,837 340,214,137 30,180,700 8.9 3,544.26 3,328.65 215.61 6.5
MEDIA & ADVERTISING  359,445,656 376,293,838 -16,848,182 -4.5 2,765.70 2,971.91 -206.21 -6.9
RETAIL  356,832,758 343,926,693 12,906,065 3.8 3,022.16 2,939.48 82.68 2.8
AUTOMOTIVE  333,414,042 337,899,472 -4,485,430 -1.3 2,629.63 2,553.40 76.23 3.0
HOME FURNISHINGS & SUPPLIES  316,278,224 348,313,469 -32,035,245 -9.2 2,307.59 2,632.76 -325.17 -12.4
DIRECT RESPONSE COMPANIES  313,417,175 292,925,003 20,492,172 7.0 2,837.27 2,847.95 -10.68 -0.4
FINANCIAL, INSURANCE & REAL ESTATE  282,328,567 223,888,852 58,439,715 26.1 2,359.41 1,981.86 377.55 19.1
PUBLIC TRANSPORTATION, HOTELS & RESORTS  227,854,060 232,213,705 -4,359,645 -1.9 2,490.08 2,645.65 -155.57 -5.9
TECHNOLOGY  184,167,161 184,495,905 -328,744 -0.2 1,501.38 1,581.16 -79.78 -5.0
                 
*Data as of July 8th, 2011      

“Advertising revenue and pages in magazines grew steadily through the first of half of 2011, bolstered in part by sustained gains in the Toiletries & Cosmetics, Automotive and Financial/Insurance categories,” said Andrew Jung, MPA’s Chief Marketing Officer. “It’s also worth noting that pharmaceutical marketers have increased advertising spending for the third consecutive quarter, owing to the uniquely favorable environment magazines provide for communicating comprehensive medical and drug information to consumers.”


Publishers Information Bureau (PIB), founded in 1947, is the premier source of consumer magazine advertising spending and related data. Kantar Media, 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 MPA – The Association of Magazine Media, consisting of approximately 235 different magazine titles and newspaper-distributed magazines.

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