B-to-B Print Advertising Continues Decline
Latest ABM BIN numbers show eighth straight month of page and revenue drops.
Most b-to-b publishers already know this by now, at least according to their own budgets, but 2013 is shaping up to be a rough year for print advertising. According to August BIN numbers just released by ABM, pages are down for that month by just about 10 percent and 8 percent on the year overall.
Revenue figures aren’t quite as grim, however, with dollars for August down 7 percent when compared to the same period last year. Year-to-date, revenue is down about 4 percent.
As in previous BIN releases this year, most categories showed declines for the month of August in pages, with Architecture, Manufacturing, Movies and Travel showing positive gains out of the 22 categories tracked.
Looking at YTD page numbers, however, and those categories shift a bit. Agriculture is still up on the year at almost 5 percent when compared to the first eight months of 2011, with architecture and travel basically flat. (That agriculture is up is a good sign for Penton, which just bought Farm Progress Companies for $80 million last month.)
The hardest hit categories in YTD pages are Computing (-21 percent), Healthcare (-17 percent) and Pharmaceuticals (-14 percent).