Total US magazine advertising revenues rose by 11.2% in May, closing at $1.7 billion, according to the latest data from the Publishers Information Bureau (PIB). The number of advertising pages rose by 2.3% year on year to 20,807.
In the year-to-date, advertising revenue closed at $7.0 billion, an increase of 10.2% on May 2002. Advertising pages were up 2.9% at 90,338.
Whilst the results by advertising category are mixed, there appears to be an upward trend in advertisers’ expenditure on magazines, despite last month’s dip in page volumes (see US Magazine Revenues Rise 8.5% In April). Ellen Oppenheim, executive vice president of Magazine Publishers of America, says she remains cautiously optimistic on the outlook following the release of these figures.
| US Magazine Advertising Totals By Category, May 2003 |
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May 2003 v May 2002 |
Calendar Year To Date |
| Â |
% Change (revenue) |
% Change (pages) |
% Change (revenue) |
% Change (pages) |
| AUTOMOTIVE |
27.1 |
20.9 |
26.0 |
22.8 |
| DRUGS & REMEDIES |
20.1 |
18.0 |
23.4 |
19.0 |
| TOILETRIES & COSMETICS |
16.9 |
10.2 |
14.3 |
9.0 |
| APPAREL & ACCESSORIES |
29.9 |
17.3 |
15.4 |
5.9 |
| HOME FURNISHINGS & SUPPLIES |
29.8 |
20.4 |
21.9 |
12.3 |
| FOOD & FOOD PRODUCTS |
2.2 |
-7.4 |
2.5 |
-2.7 |
| RETAIL |
-6.9 |
-3.3 |
8.9 |
2.7 |
| DIRECT RESPONSE |
-0.8 |
-10.6 |
-0.4 |
-6.5 |
| MEDIA & ADVERTISING |
-6.8 |
-10.8 |
3.5 |
-0.7 |
| TECHNOLOGY |
15.9 |
2.1 |
-0.4 |
-4.2 |
| PUBLIC TRANSPORTATION, HOTELS & RESORTS |
-11.1 |
-21.5 |
2.8 |
-3.9 |
| FINANCIAL, INSURANCE & REAL ESTATE |
-12.7 |
-15.6 |
-3.3 |
-7.8 |
| Source: PIB, June 2003 |
