Total US magazine advertising revenue for the month of January closed at $799.9 million, a 9.6% decrease from last year, according to the latest data from the Publishers Information Bureau (PIB). Advertising pages for January were 11,842, down 15.9% from last year.
However, four of the major advertising categories showed positive dollar growth last month, but technology advertising remains very weak. The breakdown is shown in the table here.
| US magazine advertising comparisons, January 2002 |
| |
2002 |
2001 |
Actual change |
% change |
2002 pages |
2001 pages |
Pages change |
% change |
| |
|
|
|
|
|
|
|
|
| |
|
|
|
|
|
|
|
|
| Automotive |
$85,864,611 |
$106,886,808 |
($21,022,197) |
-19.70% |
991.7 |
1,204.60 |
-212.9 |
-17.70% |
| Drugs & Remedies |
$77,831,196 |
$75,159,154 |
$2,672,042 |
3.60% |
792.1 |
747.8 |
44.3 |
5.90% |
| Direct Response Companies |
$75,137,565 |
$74,692,096 |
$445,469 |
0.60% |
1,349.00 |
1,419.50 |
-70.5 |
-5.00% |
| Household Furnishings & Supplies |
$65,099,146 |
$61,075,571 |
$4,023,575 |
6.60% |
792.8 |
806.7 |
-13.9 |
-1.70% |
| Technology |
$63,071,243 |
$97,822,055 |
($34,750,812) |
-35.50% |
864.3 |
1,503.50 |
-639.2 |
-42.50% |
| Food & Food Products |
$62,187,828 |
$62,935,774 |
($747,946) |
-1.20% |
480.3 |
522.1 |
-41.8 |
-8.00% |
| Media & Advertising |
$59,359,298 |
$64,151,689 |
($4,792,391) |
-7.50% |
666.9 |
802.8 |
-135.9 |
-16.90% |
| Toiletries & Cosmetics |
$52,523,255 |
$48,004,805 |
$4,518,450 |
9.40% |
537.3 |
520.8 |
16.5 |
3.20% |
| Financial, Insurance & Real Estate |
$44,790,980 |
$57,282,537 |
($12,491,557) |
-21.80% |
625.1 |
869.6 |
-244.5 |
-28.10% |
| Transportation, Hotels & Resorts |
$34,504,078 |
$45,549,706 |
($11,045,628) |
-24.20% |
808.2 |
995.9 |
-187.7 |
-18.90% |
| Apparel & Accessories |
$26,440,187 |
$31,684,209 |
($5,244,022) |
-16.60% |
680.9 |
798.1 |
-117.2 |
-14.70% |
| Retail |
$26,360,780 |
$32,118,790 |
($5,758,010) |
-17.90% |
533.5 |
664.2 |
-130.7 |
-19.70% |
| |
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|
|
|
|
|
|
| Source: Publishers Information Bureau, February 2002 |
“While some categories are experiencing growth in the beginning of 2002, the economy continues to have an impact on all advertising media, including magazines,” says Ellen Oppenheim, executive vice president of the Magazine Publishers of America (MPA).
