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Magazine ad revenue, pages post slight gains in February: PIB

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New York—Total magazine rate-card-reported advertising revenue rose 4.7% in February compared with the same month last year, according to figures released Friday by the Magazine Publishers of America’s Publishers Information Bureau. Ad pages were up just 2%. The gains reflect the ongoing seesaw ride for magazine ad pages and revenue, which declined in January after finishing 2005 in positive territory. Eight of the 12 major advertising categories posted page increases compared with February 2005, including retail (up 29%), apparel and accessories (up 23%) and drugs and remedies (up 20%). Some of the ad categories in negative territory included food and food products (down 15%) and home furnishings and supplies (down 13%). The results were decidedly mixed for the general business magazines. On the lower end were BusinessWeek, which was down both in ad revenue (1%) and ad pages (7%), and The Economist, which was up 4% in revenue but fell 9% in ad pages. In more positive territory were Forbes, up 22% in revenue and 16% in ad pages, and Fortune, up 15% in revenue and 12% in pages.

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