Trade Magazine Ad Pages Fell Nearly 30 Percent Last Year
B-to-b titles fared only slightly worse than consumer counterparts.
The advertising fallout that pummeled consumer magazines in 2009 also hammered b-to-b magazines. Advertising pages for trade magazines declined 28.6 percent compared to 2008, according to American Business Media’s most recent Business Information Network numbers. Meanwhile, estimated ad revenues fell 24 percent versus the prior year.
The fourth quarter saw a slight advertising uptick, compared to other quarters last year. Ad pages were down 25.8 percent while revenues slid 21.8 percent. The third quarter saw the steepest losses with ad pages falling 30.5 percent and revenues tumbling 26.3 percent.
Of the 21 ad categories tracked by BIN, the Transportation, Logistics market suffered the most in 2009, with ad pages declining 62.31 percent and revenues dropping 42.52 percent. While no category saw an increase in pages last year, Agriculture reported the smallest loss with ad pages declining 8.91 percent. In terms of revenue, Agriculture was the only category to report a gain: 4.14 percent.
In January, the Publishers Information Bureau reported that consumer magazine ad pages fell 25.6 percent in 2009 and estimated revenue dropped 18.1 percent. Only 18 magazines tracked by PIB grew ad pages last year.