Trade Advertising Still Down, But Improving
Only four out of 22 categories tracked posted ad page gains.
More than a year out from May 2009, the trade magazine industry is still seeing advertising losses but not as deep as 12 months ago. Through May of this year, trade advertising pages declined 7.04 percent. That’s an improvement over the 30.27 percent decline during the same five-month period last year, according to American Business Media’s most recent BIN numbers.
For the month of May, ad pages fell 4.22 percent.
Despite the slowing rate of losses, the bulk of the 22 advertising categories tracked by BIN have not yet returned to solid page gains. In fact, only four categories have increased pages over the same period last year: Agriculture; Aviation, Aerospace & Military; Healthcare; and Miscellaneous (includes Arts, Coin Operated & Vending Machine, Security and Classified). Of them, the biggest gainer was Healthcare (which in fact is the industry’s largest advertiser at 61,622.67 pages) which grew pages by 2.76 percent.
However, a total of 10 other categories reported double-digit ad page losses during the five-month period. Transportation and Logistics (1,776.96 pages through May) ranked at the very bottom, reporting a 28.74 percent decline. Not far behind was Computing, Software and Telecom (5,246 pages) with a 23.09 percent decline.