US magazine advertising revenue rose by 6.3% during 2003, following a 3.1% year on year increase in December, according to end-of-year data from the Publishers Information Bureau (PIB).
Advertising pages fell by 3.1% last month and the annual total of 226,049.61 was down 1.0% from 2002. However, eight of the twelve major advertising categories experienced revenue growth in December with Media & Advertising and Financial, Insurance & Real Estate making the greatest gains.
The PIB calculates that magazine adspend came to $1.69 billion last month taking the 2003 total to $18.35 billion. These figures reflect slight amendments to the reporting process and 2002 ad revenue has been restated to allow for consistent year on year comparison.
Nine advertising categories sustained dollar gains in 2003, while five categories saw growth in ad pages.
“Taking the restatement into consideration, major categories, such as Automotive, Drugs & Remedies, Home Furnishings & Supplies and Toiletries & Cosmetics, showed strength in 2003, reflecting consumer behaviour in the past year,” said Ellen Oppenheim, executive vice-president and chief marketing officer of the Magazine Publishers of America.
| US Magazine Advertising Totals By Category, December 2003 |
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December 2003 v December 2002 |
2003 v 2002 |
| Â |
% Change (revenue) |
% Change (pages) |
% Change (revenue) |
% Change (pages) |
| APPAREL & ACCESSORIES |
4.0 |
-6.5 |
7.2 |
-1.2 |
| AUTOMOTIVE |
-10.6 |
-16.5 |
14.8 |
9.4 |
| DIRECT RESPONSE COMPANIES |
4.0 |
0.3 |
-4.2 |
-7.2 |
| DRUGS AND REMEDIES |
-7.0 |
-9.1 |
17.3 |
10.9 |
| FINANCIAL, INSURANCE & REAL ESTATE |
23.1 |
18.4 |
-7.5 |
-11.2 |
| FOOD & FOOD PRODUCTS |
3.3 |
-10.0 |
4.0 |
-3.8 |
| HOME FURNISHINGS & SUPPLIES |
5.7 |
3.5 |
13.1 |
6.2 |
| MEDIA & ADVERTISING |
23.3 |
5.9 |
6.1 |
-1.3 |
| PUBLIC TRANSPORTATION, HOTELS & RESORTS |
not available |
not available |
-3.0 |
-10.0 |
| RETAIL |
2.4 |
1.1 |
3.8 |
0.3 |
| TECHNOLOGY |
8.2 |
-2.7 |
3.1 |
-2.2 |
| TOILETRIES & COSMETICS |
-4.8 |
-13.6 |
10.1 |
4.3 |
| Source: PIB, January 2004 |
