Magazine Ad Revenue, Pages Decline
Individual titles take first quarter beating.
The Publishers Information Bureau released its quarterly report this morning, and, unsurprisingly, consumer magazine publishers are having a tougher time selling ads in 2008 than they did in 2007.
Total rate-card-reported advertising revenue fell 1.2 percent during the first three months of the year. But ad pagesâ€”considered the more telling statistic, given the discounts many magazine publishers give to frequent advertisersâ€”fell 6.4 percent.
Softness in the automotive and home furnishing ad categories â€śindicate that the down economy has affected ad spending in magazines,â€ť says Ellen Oppenheim, executive vice president and Chief marketing officer at the Magazine Publishers of America.
Of the 231 magazines that reported advertising figures in both 2007 and 2008, 153 reported a decrease in advertising pagesâ€”80 by 10 percent or more. And only 54 magazines reported ad page gains of more than 10 percent.
Publishers who appear to be having the toughest time: Scientific American, down 45.5 percent in ad pages (to $5.12 million) and 41.7 percent in PIB ad revenue; U.S. News and World Report, down 37.5 percent in ad pages, 34.8 percent in ad revenue; Rolling Stone, down 32.6 percent in pages and 26.7 percent in revenue (to $31.24 million, compared to $42.6 million in the first quarter of 2007); the recently-sold gay-and-lesbian title Advocate, down 30.3 percent in ad pages, 22.4 percent in ad revenue; Coastal Living, down 41.1 percent in ad pages, 35.3 percent in revenue; AARP, down 23.8 percent in ad pages; Entertainment Weekly, down 20.7 percent in ad pages; and National Geographic and SIâ€™s â€śFor Kidsâ€ť editions, down 49.2 and 42.8 percent in ad pages, respectively.
Some magazines, however, managed to buck the downward advertising trend: OK! magazineâ€™s ad pages increased 37.9 percent (to 168.61) and a nearly 50 percent ad revenue increase ($13.66 million); Everyday with Rachael Ray, up 38.1 percent in ad pages, over 81 percent in ad revenue (to $17.98 million); Guideposts, up 36.6 percent in ad pages, 38.9 percent in ad revenue; Rolling Stoneâ€™s brotherly title, Menâ€™s Journal, up 21.7 percent in ad pages; and Fast Company, up 29 percent in ad pages, 35.5 percent in revenue.
Ad pages for Entrepreneur, which is looking for buyers, dropped 7.2 percent in the first quarter; PIB ad revenue ($25.4 million) slid 5.8 percent.
|FIRST QUARTER PERFORMANCE||2008 AD PAGES||2007 AD PAGES||% CHNG|
|NATIONAL GEOGRAPHIC KIDS||11.28||22.19||-49.2|
|SI FOR KIDS||22.62||39.54||-42.8|
|U S NEWS & WORLD REPORT||229.46||366.94||-37.5|
|GOLF FOR WOMEN||44.16||67.88||-34.9|
|SALT WATER SPORTSMAN||200.11||259.53||-22.9|
|SOAP OPERA DIGEST||217.95||276.92||-21.3|
|KIPLINGERS PERSONAL FINANCE||116.97||146.17||-20.0|
|POWER & MOTORYACHT||628.44||780.68||-19.5|
|FIRST QUARTER PERFORMANCE||2008 AD REV||2007 AD REV||%CHNG|
|NATIONAL GEOGRAPHIC KIDS||1,167,306||2,159,406||-45.9|
|SI FOR KIDS||2,016,410||3,175,690||-36.5|
|U S NEWS & WORLD REPORT||38,034,639||58,359,694||-34.8|
|GOLF FOR WOMEN||2,736,612||3,720,514||-26.4|
|SALT WATER SPORTSMAN||6,612,276||8,073,767||-18.1|
|SOAP OPERA DIGEST||4,649,870||5,693,495||-18.3|
|KIPLINGERS PERSONAL FINANCE||8,518,107||10,289,700||-17.2|
|POWER & MOTORYACHT||17,792,185||21,890,374||-18.7|
Click here for the full PIB report.