2010 Magazine Ad Pages Down Less Than 1 Percent On Strong Second Half Gain
PIB: Automotive category sees 16.9 percent jump in ad pages for the year.
While ad pages across 12 market categories tracked by Publishers Information Bureau were down less than a percent for full year 2010, they posted a 3.5 percent gain in the fourth quarter of the year (ad pages also grew in three out of four quarters in 2010).
Six out of the 12 categories tracked posted gains. Magazine publishers may have been the second biggest beneficiaries from the automotive industry bailout, with ad pages in automotive magazines jumping 16.9 percent. General Motors Corp. led all automotive advertising in magazines, spending $385.4 million in 2010, up 56 percent from 2009, according to PIB.
Toiletries and Cosmetics had the second biggest gain in pages, up 11.6 percent, followed by Financial, Insurance and Real Estate with a 9.3 percent gain. Direct Response Companies posted the biggest loss, down 9.3 percent in pages.
Meanwhile, the magazine industry posted a 3.1 percent gain in ad spending for the year (PIB typically calculates revenue using full rate card and not accounting for discounts).
Ad Page Performance for 12 Market Categories, 2010 versus 2009
Toiletries and Cosmetics: +11.6%
Food & Food Products: -3.5%
Drugs & Remedies: -2.5 percent
Apparel & Accessories: 0%
Media & Advertising: -3.0%
Home Furnishings & Supplies: +0.7%
Direct Response Companies: -9.3%
Financial, Insurance and Real Estate: +9.3%
Public Transportation, Hotels & Resorts: -9.5%
Source: Publishers Information Bureau