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
Kendall Sinclair
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.
* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.
