B-to-b magazine ad pages, revenue declined in 2008

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New York—B-to-b magazine advertising revenue declined 7.3% last year, according to the latest Business Information Network data compiled for American Business Media. Revenue fell more precipitously as the year progressed, dropping 13.1% in the fourth quarter.

Ad pages dropped more sharply than revenue last year, declining 9.6% across the 22 categories measured by BIN. Only one category showed growth in ad pages in 2008: transportation and logistics. Ten of the categories posted double-digit declines in ad pages, with the movies, radio, TV and video category leading the way down with a drop of 15.2%.

“While b-to-b magazines have experienced a 7.3% decline, other b-to-b media platforms have declined less or showed growth,” Gordon T. Hughes II, ABM president-CEO, said in a statement. “For the long term, we believe that b-to-b media will continue to serve the needs of the marketing community with superior products and services, and will grow accordingly.”

—Sean Callahan

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