Ad pages stabilize

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New York—Business-oriented print advertising pages stabilized in 2010 compared with the ad page freefall of 2009, according to reports released last week by American Business Media and MPA.

B-to-b advertising pages increased slightly in October compared with the year-earlier period, according to Business Information Network data released by American Business Media. Ad pages increased 0.6% to 57,045 in October. For the January-October 2010 period, ad pages declined 3.5% compared with the year-earlier period.

In October, five of 21 advertising categories posted double-digit gains: transportation and logistics (32.3%); miscellaneous (24.2%); automotive (18.8%); banking, finance and insurance (14.5%); and manufacturing and processing (12.1%). For the January-October period, only four categories posted any gains: automotive (7.1%), miscellaneous (4.1%), healthcare (1.3%) and agriculture (1.0%).

Consumer magazine advertising pages declined 0.1% last year compared with 2009, according to Publishers Information Bureau data released by MPA. However, for the fourth quarter ad pages surged 3.5% compared with the year-earlier period.

Overall, consumer business magazines outperformed the average consumer publication in ad pages. Last year, Forbes was the only business publication reporting to PIB to post a decline in pages, with a drop off of 4.8%. All other business publications reporting to PIB posted ad pages gains: Technology Review (34.2%), Fast Company (26.5%), Wired (24.0%), Inc. (16.5%), Barron's (14.3%), Entrepreneur (10.0%), Harvard Business Review (8.9%), Bloomberg Businessweek (3.5%) and Fortune (1.0%).

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