B-to-B Print Advertising Drops in July
Seventh consecutive month of decline in both pages and revenue.
Print advertising revenue figures declined again in July, according to the latest Business Information Network numbers released by ABM. Pages were down almost 9 percent for the month and revenues were down about 4 percent compared to the same period last year.
The declines were just about identical to the month prior, but also mark the seventh consecutive month of print declines for the b-to-b market this year.
The results effectively erase positive gains in both pages and revenue during the same period in 2011 compared to 2010.
The year 2011 was looking up for the market and finished at almost 4 percent over 2010, according to the BIN numbers.
The dips in July are attributed to the usual category suspects, including Computing/Software (-20 percent in pages) and Healthchare (-18 percent in pages), with 19 of the 22 categories tracked showing declines in ad pages.
On the revenue side, 11 of the 22 categories were down.
Agriculture was the sole page gainer (up 6 percent), with Automotive and Travel showing eking out sub-1 percent gains.