US magazine adspend continued to decline in December according to the latest figures from the Publishers Information Bureau. Following continued decline in November (see Forecasts), revenues for December are down 11.2% on the same period last year.
For the period January to December 2001, revenues fell by 19.4% on last years total. Ad pages were also down on last year, 19.4% for December and 11.7% in year-to-date totals.
| Magazine Advertising Totals By Category, December 2001 |
| |
Dec 2000 v Dec2001 |
Jan – Dec2000 v Jan – Dec2001 |
| Sector |
% Change (revenue) |
% Change (pages) |
% Change (revenue) |
% Change (pages) |
| Automotive |
-15.30% |
-22.80% |
-2.50% |
-11.00% |
| Apparel & Accessories |
-11.70% |
-19.10% |
15.00% |
6.10% |
| Home Furnishings & Supplies |
4.00% |
-7.20% |
1.60% |
-5.80% |
| Food & Food Products |
11.20% |
2.40% |
-28.80% |
-34.30% |
| Technology |
-34.60% |
-43.00% |
8.60% |
0.60% |
| Toiletries & Cosmetics |
-14.80% |
-23.80% |
5.80% |
-0.10% |
| Retail |
 -16.2% |
-24.10% |
-0.10% |
-6.50% |
| Direct Response Companies |
 13.5% |
5.90% |
6.00% |
-1.00% |
| Media & Advertising |
-17.50% |
-28.50% |
-15.70% |
-23.60% |
| Financial, Insurance & Real Estate |
-24.30% |
-35.70% |
-16.60% |
-22.80% |
| Drugs & Remedies |
-5.00% |
-6.60% |
-16.40% |
-20.50% |
| Transportation, Hotels & Resorts |
-24.40% |
-19.30% |
0.30% |
-3.10% |
| Total |
-11.20% |
19.40% |
4.90% |
11.70% |
| Source: PIB, January 2002 |
“The declines in magazine advertising we’re seeing now can be attributed to the fact that the December monthlies closed their issues around the middle of September,” said Ellen Oppenheim, executive vice president/chief marketing officer, Magazine Publishers of America. “The tragic events that occurred during this time made it difficult for advertisers to make media commitments.”
