PIB: Rate-Card Reported Ad Revenue Dips in ’09

Magazines continued to feel the effects of the economic slump in the first quarter of 2009, when rate-card reported ad revenue fell 20.2 percent to $4.2 billion versus the same period a year ago, according to Publishers Information Bureau, a service of Magazine Publishers of America. Ad pages fell 25.9 percent to 37,196 in the same period.
Revenue and pages fell across each of the top 12 magazine ad categories that make up more than 85 percent of total magazine ad spending. Categories facing the biggest percentage declines were automotive (down 47.5 percent in pages); financial, insurance and real estate (down 45.7 percent); and retail (down 34 percent).
Within the larger 12 categories, there were some pockets of growth. Segments that saw upticks in spending included personal hygiene and health products, discount department stores and household cleaning supplies.