Total US magazine advertising revenue for the month of February came in at $1.1 billion, an 8.2% decrease from year on year, according to Publishers Information Bureau (PIB).
Advertising pages by volume for February were 15,326, down 16.3% from last year. Year-to-date, advertising revenue decreased 9.7%, at $1.9 billion, and ad pages were 27,233, down 17.1% over last year.
| US Magazine Advertising Volumes By Category, February 2002 YoY Comparison |
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2002 |
2001 |
Actual Change |
Change |
2002 Pages |
2001 Pages |
Actual Change (Pages) |
Change |
| Food & Food Products |
$124,723,981 |
$108,186,488 |
$16,537,493 |
15.3% |
906.6 |
894.5 |
  12.10 |
1.4% |
| Drugs & Remedies |
$103,858,678 |
$93,533,745 |
$10,324,933 |
11.0% |
968.4 |
945.0 |
  23.40 |
2.5% |
| Direct Response Companies |
$103,144,184 |
$104,259,537 |
($1,115,353) |
-1.1% |
1595.7 |
1729.2 |
-133.5 |
-7.7% |
| Toiletries & Cosmetics |
$94,269,317 |
$94,290,625 |
($21,308) |
0.0% |
970.9 |
1079.5 |
-108.6 |
-10.1% |
| Automotive |
$91,931,874 |
$103,636,479 |
($11,704,605) |
-11.3% |
1007.2 |
1210.0 |
-202.8 |
-16.8% |
| Technology |
$77,273,270 |
$106,617,778 |
($29,344,508) |
-27.5% |
979.5 |
1471.2 |
-491.7 |
-33.4% |
| Apparel & Accessories |
$76,639,011 |
$95,112,723 |
($18,473,712) |
-19.4% |
1722.7 |
2331.8 |
-609.1 |
-26.1% |
| Household Furnishings & Supplies |
$76,240,679 |
$77,142,261 |
($901,582) |
-1.2% |
914.2 |
1030.2 |
-116.0 |
-11.3% |
| Media & Advertising |
$69,793,245 |
$79,504,983 |
($9,711,738) |
-12.2% |
787.3 |
923.2 |
-135.9 |
-14.7% |
| Financial, Insurance & Real Estate |
$57,945,896 |
$76,241,959 |
($18,296,063) |
-24.0% |
769.4 |
1105.9 |
-336.5 |
-30.4% |
| Retail |
$42,915,122 |
$55,010,412 |
($12,095,290) |
-22.0% |
782.8 |
1004.4 |
-221.6 |
-22.1% |
| Transportation, Hotels & Resorts |
$36,958,799 |
$53,905,027 |
($16,946,228) |
-31.4% |
828.7 |
1053.2 |
-224.5 |
-21.3% |
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| Source: Publishers Information Bureau, March 2002 |
“The overall issue is that some advertisers were still unwilling to commit budgets in a time of uncertainty. Ongoing economic concerns delayed advertisers’ commitments to 2002, and this is having an effect on magazines in the first quarter,” said Ellen Oppenheim, executive vice president of the Magazine Publishers of America (MPA).
Forecast Analysts at ABN Amro say that with the current rate of decline, Q1 2002 is expected to close down 10%. Positive growth is forecast for September as the yearly comparisons begin to ease.
For the full year, the broker is predicting a decline in US magazines revenue of 2.0%.
