Total US magazine advertising revenue increased 2.4% year on year during May, closing at $1.5 billion, according to the latest data from the Publishers Information Bureau (PIB).
However, the number of ad pages for May were down 6.3% on last year, at 20,268. In the year to date, advertising revenue showed a 3.3% decline, closing at $6.3 billion, and ad pages were 87,217, down 11.6%.
The full figures, by category, are shown below.
| Magazine Advertising Totals By Category, May 2002 |
| |
May 2001 v May 2002 |
Jan – May 2001 v Jan – May 2002 |
| Sector |
% Change (revenue) |
% Change (pages) |
% Change (revenue) |
% Change (pages) |
| Apparel & Accessories |
-8.7 |
-12.6 |
-14.0 |
-19.8 |
| Automotive |
3.2 |
-7.5 |
-1.6 |
-7.7 |
| Direct Response Companies |
9.6 |
0.6 |
3.6 |
-4.7 |
| Drugs & Remedies |
19.6 |
11.3 |
13.0 |
5.6 |
| Financial, Insurance & Real Estate |
-12.5 |
-19.8 |
-20.5 |
-27.0 |
| Food & Food Products |
24.6 |
20.1 |
12.9 |
3.5 |
| Home Furnishings & Supplies |
10.9 |
0.9 |
3.5 |
-6.5 |
| Media & Advertising |
7.4 |
-2.0 |
2.4 |
-5.2 |
| Retail |
27.9 |
-0.3 |
-3.4 |
-11.5 |
| Technology |
-18.2 |
-22.5 |
-23.4 |
-31.4 |
| Toiletries & Cosmetics |
3.0 |
-3.5 |
-0.1 |
-8.4 |
| Transportation, Hotels & Resorts |
-14.5 |
-12.2 |
-17.2 |
-14.8 |
| Total |
2.4 |
-6.3 |
-3.3 |
-11.6 |
| Source: PIB, June 2002 |
“We’re encouraged that magazine advertising has shown improvement in the month of May,” said Ellen Oppenheim, executive vice president and chief marketing officer of the Magazine Publishers of America. “Revenue grew in two-thirds of the major advertising categories,” she added.
For comparison, April’s figures are available US Magazine Revenue Falls 2.5% in April.
