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B-to-B Ad Pages Fall 30 Percent

Magazine, trade show revenues combine for 22.3 percent decline in first half.

By Jason Fell

Trade magazine advertising pages fell 30.2 percent through the first half of 2009, according to American Business Media’s Business Information Network numbers, which were released today. Revenues, meanwhile, were down 26.5 percent.

ABM also noted that b-to-b trade show revenue, as tracked by Center for Exhibition Industry Research, was down 18.6 percent through the first half. Combined, magazine and trade show revenues declined 22.3 percent, ABM said.

“While the economy has had an obvious negative impact on b-to-b magazines and trade shows, digital b-to-b, custom media and data businesses continue to impact positively,” ABM president and CEO Gordon Hughes said in a statement.

BIN numbers are tracked across 21 advertising categories. Through June, the Transportation and Logistics category posted the steepest losses in terms of ad pages, declining 54.68 percent to 2,499.61 pages. The Computing, Software and Telecommunications category saw the next steepest ad pages losses, dropping 40.72 percent to 7,955.33 pages.

The Healthcare category, the largest tracked by BIN in terms of pages, saw a 30.88 percent decline through the first half to 67,943.2 pages.

By Jason Fell

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