Consumer Magazine Ad Pages Up 2.5 Percent from 2010’s Q1
Rolling Stone sees 70.6 percent increase year-over-year.
The Publisher’s Information Bureau (PIB) reported overall growth for magazine ad sales for 2011’s first quarter. First quarter ad pages totaled 35,755 pages, a 2.5 percent increase from the first quarter of 2010.
In 2010’s first quarter, the PIB reported a 9.4 percent decrease in ad pages, falling from 2009’s first quarter 37,200 pages to 2010 first quarter’s 34,800 pages.
The automotive sector experienced the largest gain of PIB’s major advertising categories, with a 26.1 percent increase year over year, rising from 1,692.94 pages in 2010’s first quarter to 2,134.888 in the first three months of 2011.
As for publications, Rolling Stone experienced the biggest jump in ad pages, gaining 70.6 percent in numbers from 2010 first quarter to 2011 first quarter. In 2010’s first quarter, Rolling Stone had 121.64 ad pages; in the first quarter of 2011, the magazine had 207.47 ad pages.
Last year, Food Network Magazine led the pack in year-over-year gain from 2009’s first quarter to the first quarter of 2010, as it was up 78 percent in pages to 796.5 pages.
Following closely behind them in the biggest gain (percentage-wise) in ad pages from 2010 first quarter to 2011 first quarter is Motorboating Magazine. With a jump of 70 percent, Motorboating’s ad pages went up from 72.72 pages in 2010’s first quarter to 123.66 pages in the first quarter of 2011.
Spa Magazine saw the biggest loss in ad pages from 2010’s first quarter to 2011’s first quarter, falling 60.5 percent from 62.83 pages in the first quarter of 2010 to 24.83 pages in 2011’s January to March period. Transworld Wakeboarding is next in the biggest fall in ad pages year over year, with a 53.4 percent loss. The wakeboarding mag went from 100.16 ad pages in 2010’s first quarter to 46.68 ad pages in the first quarter of 2011.
According Andrew Jung, chief marketing officer of the Association of Magazine Media, 2011’s first quarter marked the fourth consecutive quarter of growth in ad pages and PIB revenue, which rose 6.1 percent in 2011’s first quarter, compared to 2010’s first quarter.