B-to-B Ad Pages Fall 3.1 Percent in 2010 But Are Things Actually Improving?
Ad pages show growth in December.
Ad pages across 21 categories of b-to-b magazines tracked by Business Information Network fell 3.1 percent in 2010, while revenue dropped 1.3 percent to $7.5 billion. In 2009, those 21 categories posted an aggregate loss of 28.6 percent.
In December, b-to-b ad pages actually grew, up 1.9 percent, making it one of three months in 2010 (the others include October–up 0.55 percent and July–up 0.34 percent) that showed gains over 2009, according to BIN.
Just four of the 21 categories showed improvement in 2010 including Automotive (up 9.3 percent), Agriculture (+1.6 percent), Healthcare (+0.3 percent) and Banking, Financial Insurance (+0.05 percent). Science, Research and Development had the largest drop (-17.4 percent).
Meanwhile, full-year data for the 218 titles IMS/The Auditor tracks for FOLIO: sister publication min’s b-to-b shows that almost half (99) showed ad page gains for the January-December period compared to 2009.
JB Scott’s Independent Contractor showed the greatest growth of any single title and led its trucking/transportation category with a 46.7 percent increase in pages for the Jan-Dec. 2010 period. The full min’s b-to-b story is available here.