First-Half PIB Numbers Show Modest Growth
1.3 percent bump in pages is part of 5th quarter of overall growth in a row.
The data source for consumer magazine advertising, the Publishers Information Bureau [PIB], released figures on the industry’s print growth for the first half of 2011 Monday afternoon, showing a slight overall gain from the same period in 2010 for ad pages.
There was a 1.3 percent increase in ad pages when compared to January through June of 2010, totaling 79,426.11. PIB also recorded a 0.3 percent gain in ad pages, or 43,671.20, for the second quarter.
Seven of the 12 major advertising categories saw an increase between January and June of this year, the three sectors that showed double-digit page gains included toiletries and cosmetics, automotive and financial, and insurance and real estate.
Of those categories, five contributed growth in the second quarter of 2011—apparel and accessories; drugs and remedies; financial, insurance and real estate; retail; and toiletries and cosmetics—with the last category showing the highest gains in the second quarter. According to a news release, this category benefited from an apparent increase of ads for perfumes, hair care products and cosmetics, as well as toiletries aimed at men.
Of the five categories that saw page drops, food and food products dipped the farthest in the second half at -11.7 percent. The Home furnishings and supplies category was not far behind at -11.4 percent.
According to the PIB numbers, this is the fifth quarter in a row of overall gains.
The full results are posted here.