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November 24, 2006

Magazine Ads Grow 1.9% in October 2006

posted by MR WAVETHEORY at 11/24/2006 09:07:00 AM
In a sign that the death of magazines was a death inaccurately foretold, magazine ads grew 1.9% in October 2006 to $2.3 billion. The Magazine Publishers of America noted particularly strong growth in retail ads in a recent report.

According to Publishers Information Bureau (PIB), total magazine rate-card-reported advertising revenue for the month of October increased 1.9% compared to the same month last year, closing at $2,391,918,204, Ad pages totaled 24,313.22, at -1.2% against October 2005. From January through October, PIB revenue closed at $19,336,025,648, an increase of 4.1% over the same period in 2005, with ad pages totaling 197,854.97, gaining 0.4% over the previous year.

Retail showed the biggest increases in 2006 versus last October, posting a 36% increase in PIB revenue and 26.3% in pages.

October 2006 Ad Pages, Dollars and Change From 2005

Class Name

2006 Dollars

%Chg

2006 Pages

%Chg

DRUGS & REMEDIES

228,656,863

10.6

1,835.36

10.6

TOILETRIES & COSMETICS

224,858,196

-2.9

1,926.26

-6.6

RETAIL

219,246,127

36.0

2,238.43

26.3

APPAREL & ACCESSORIES

197,248,018

0.8

2,207.67

-7.9

HOME FURNISHINGS & SUPPLIES

185,469,701

-4.4

1,803.43

-7.0

FOOD & FOOD PRODUCTS

175,755,381

8.7

1,253.02

5.1

AUTOMOTIVE

171,541,803

-17.3

1,658.82

-20.3

MEDIA & ADVERTISING

154,145,785

-1.2

1,459.52

-5.7

DIRECT RESPONSE COMPANIES

152,248,828

-6.7

1,595.68

-3.7

FINANCIAL, INSURANCE & REAL ESTATE

140,307,564

-9.4

1,516.83

-8.5

PUBLIC TRANSPORTATION, HOTELS & RESORTS

120,306,506

10.4

1,617.11

11.0

TECHNOLOGY

116,299,405

-5.0

1,202.44

-8.7

Data as of November 6th, 2006



To date in 2006, eight categories saw PIB revenue and page gains versus the comparable period last year. The Drugs & Remedies and Retail categories registered double-digit growth.

January-October 2006 Ad Pages, Dollars and Change From 2005

Class Name

2006 Dollars

%Chg

2006 Pages

%Chg

DRUGS & REMEDIES

1,942,204,874

17.9

15,344.14

12.0

TOILETRIES & COSMETICS

1,882,168,522

5.3

15,656.22

-0.4

AUTOMOTIVE

1,651,443,944

-10.9

15,783.26

-13.6

APPAREL & ACCESSORIES

1,594,325,559

5.6

19,381.85

0.2

FOOD & FOOD PRODUCTS

1,539,721,717

3.0

10,987.71

1.0

DIRECT RESPONSE COMPANIES

1,434,234,502

1.6

15,216.55

0.6

HOME FURNISHINGS & SUPPLIES

1,336,223,731

1.2

12,877.16

-1.4

RETAIL

1,326,395,593

19.7

14,481.56

10.1

MEDIA & ADVERTISING

1,272,905,982

3.9

11,446.43

-0.5

FINANCIAL, INSURANCE & REAL ESTATE

1,035,919,963

0.3

11,416.13

0.9

PUBLIC TRANSPORTATION, HOTELS & RESORTS

906,044,047

3.7

11,955.41

3.1

TECHNOLOGY

885,585,157

5.1

9,366.27

0.7

Data as of November 6th, 2006



Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America, said "Retail, which rose significantly in October, has been one of the most consistent performers this year, registering PIB revenue and page gains in seven out of ten months..."

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