US Magazine Advertising Suffers Further Declines
Total US magazine advertising revenue for October totalled $1,629,475,871, according to the Publishers Information Bureau (PIB) representing a 9.6% decrease on October 2000 and total advertising pages for October were 23,237, down 16.8% on last year. Year-to-date advertising revenue decreased by 3.4%, $13,349,187,089 for the period January to October 2001, and ad pages for the same period were 197,251, down 10.1% on 2000.
Only five of the major advertising categories showed growth in October including: Direct Response Companies, Food & Food Products, Toiletries & Cosmetics, Home Furnishings & Supplies and Automotive.
Losses were most notable in Technology, Media & Advertising, Financial, Insurance & Real Estate, Public Transportation, Hotels & Resorts and Apparel & Accessories. These twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.
| October 2000 vs October 2001 Magazine Advertising Statistics | ||||||||
| Sector | 2001 Revenue | 2000 Revenue | Change ($) | Change (%) | 2001 Ad Pages | 2000 Ad Pages | Page Change | % Change |
| Automotive | $168,425,352 | $163,583,133 | $4,842,219 | 3.00% | 1,921.80 | 2,061.60 | -139.8 | -6.80% |
| Toiletries & Cosmetics | $145,764,421 | $136,951,494 | $8,812,927 | 6.40% | 1,830.40 | 1,857.20 | -26.8 | -1.40% |
| Apparel & Accessories | $145,709,636 | $166,181,776 | ($20,472,140) | -12.30% | 2,622.20 | 3,310,3 | -688.1 | -20.80% |
| Home Furnishings & Supplies | $128,332,573 | $123,582,078 | $4,750,495 | 3.80% | 1,594.70 | 1,648.90 | -54.2 | -3.30% |
| Technology | $117,197,636 | $194,859,592 | ($77,661,956) | -39.90% | 1,575.80 | 2,822.20 | -1,246.40 | -44.20% |
| Food & Food Products | $116,600,389 | $108,052,975 | $8,547,414 | 7.90% | 994.6 | 1,021.90 | -27.3 | -2.70% |
| Direct Response Companies | $114,335,894 | $100,842,896 | $13,492,998 | 13.40% | 1,904.40 | 1,878.50 | -25.9 | 1.40% |
| Financial, Insurance & Real Estate | $105,650,729 | $140,092,862 | ($34,442,133) | -24.60% | 1,371.60 | 1,925.10 | -553.5 | -28.80% |
| Drugs & Remedies | $102,516,635 | $112,794,716 | ($10,278,081) | -9.10% | 1,070.50 | 1,264.60 | -194.1 | -15.30% |
| Retail | $94,823,045 | $104,502,565 | ($9,679,520) | -9.30% | 1,539.50 | 1,877.20 | -337.7 | -18.00% |
| Media & Advertising | $93,980,483 | $131,396,477 | ($37,415,994) | -28.50% | 1,155.70 | 1,699.30 | -543.6 | -32.00% |
| Transportation, Hotels & Resorts | $66,439,431 | $85,862,895 | ($19,423,464) | -22.60% | 1,406.70 | 1,678.20 | -271.5 | -16.20% |
| Source: PIB | ||||||||
| January – October 2001 vs 2000 Magazine Advertising Statistics | ||||||||
| Sector | 2001 Revenue | 2000 Revenue | Change ($) | Change (%) | 2001 Ad Pages | 2000 Ad Pages | Page Change | % Change |
| Automotive | $1,356,707,709 | $1,359,383,315 | ($2,675,606) | -0.20% | 15,982.50 | 17,515.40 | -1,532.90 | -8.80% |
| Toiletries & Cosmetics | $1,199,188,860 | $1,007,394,910 | $191,793,950 | 19.00% | 14,271.80 | 13,007.40 | 1,264.40 | 9.70% |
| Apparel & Accessories | $1,075,449,028 | $1,030,222,567 | $45,226,461 | 4.40% | 20,847.40 | 21,511.00 | (663.6)) | -3.10% |
| Drugs & Remedies | $1,042,774,262 | $948,254,717 | $94,519,545 | 10.00% | 10,823.50 | 10,680.70 | 142.8 | 1.30% |
| Technology | $1,017,942,824 | $1,387,362,171 | ($369,419,347) | -26.60% | 14,595.00 | 21,531.80 | -6,936.80 | -32.20% |
| Food & Food Products | $985,927,035 | $928,011,411 | $57,915,624 | 6.20% | 8,789.80 | 8,785.30 | 4.5 | 0.10% |
| Home Furnishings & Supplies | $944,982,718 | $937,144,098 | $7,838,620 | 0.80% | 12,346.20 | 13,000.30 | -654.1 | -5.00% |
| Direct Response Companies | $911,021,608 | $861,466,531 | $49,555,077 | 5.80% | 16,152.70 | 16,278.80 | -126.1 | -0.80% |
| Financial, Insurance & Real Estate | $802,385,809 | $937,776,127 | $135,390,318 | -14.40% | 11,072.80 | 13,827.40 | -2754.6 | -19.90% |
| Media & Advertising | $799,900,690 | $927,710,448 | ($127,809,758) | -13.80% | 9,823.80 | 12,450 | -2,626.20 | -21.10% |
| Retail | $709,174,038 | $853,275,165 | ($144,101,127) | -16.90% | 12,538.30 | 15,721.50 | -3,183.20 | -20.20% |
| Transportation, Hotels & Resorts | $643,923,926 | $618,271,370 | $25,652,556 | 4.10% | 12,760.50 | 12,821.60 | -61.1 | -0.50% |
| Source: PIB | ||||||||