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Home / Advertising and PIB / PIB Revenue and Pages / Ad Category Data (quarterly and YTD) / November, 2004
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Magazine Advertising Upswing Continues for the Seventh Straight Month

November 1, 2004

Automotive Category Helps Fuel Increases in November


New York, NY (December 8, 2004)--Total magazine rate-card-reported advertising revenue for the month of November 2004 closed at  $2,309,465,163 an increase of +11.5% compared to November 2003, according to Publishers Information Bureau (PIB). Ad pages totaled 24,995.77, up +3.8% from last year.  Year-to-date, rate-card-reported revenue closed at $19,389,283,146, an increase of +10.5%, with ad pages totaling 213,110.05, registering a +3.1% gain.

November 2004 vs. 2003 (Click here for Magazine Totals)

Seven of the 12 major advertising categories recorded both PIB revenue and page increases in November.  Automotive, as well as Financial, Insurance & Real Estate, posted double-digit gains in both PIB revenue and pages.   The latter category has recorded its ninth consecutive month of growth in November.  (Twelve categories are the most significant contributors to PIB revenue, comprising approximately 85% of total advertising spending.)


CLASS NAME
2004
DOLLARS
2003
DOLLARS
CHG
%
CHG
2004
PAGES
2003
PAGES
CHG
%
CHG
AUTOMOTIVE
288,793,239
210,536,055
78,257,184
37.2
2,831.22
2,224.40
606.82
27.3
HOME FURNISHINGS & SUPPLIES
198,015,198
201,560,011
-3,544,813
-1.8
2,080.16
2,122.51
-42.35
-2.0
TOILETRIES & COSMETICS
193,351,254
166,595,193
26,756,061
16.1
1,776.19
1,699.54
76.65
4.5
APPAREL & ACCESSORIES
186,627,479
167,909,866
18,717,613
11.1
2,383.22
2,272.56
110.66
4.9
DIRECT RESPONSE COMPANIES
165,111,519
122,090,778
43,020,741
35.2
1,763.77
1,724.76
39.01
2.3
FOOD & FOOD PRODUCT
164,926,461
161,955,114
2,971,347
1.8
1,241.85
1,169.26
72.59
6.2
DRUGS & REMEDIES
150,334,788
143,974,486
6,360,302
4.4
1,306.11
1,350.94
-44.83
-3.3
MEDIA & ADVERTISING
143,202,572
134,790,036
8,412,536
6.2
1,271.46
1,418.23
-146.77
-10.3
TECHNOLOGY
133,388,474
156,266,490
-22,878,016
-14.6
1,462.10
1,662.94
-200.84
-12.1
FINANCIAL, INSURANCE & REAL ESTATE
127,575,682
114,155,415
13,420,267
11.8
1,406.67
1,200.65
206.02
17.2
RETAIL
124,644,159
122,391,464
2,252,695
1.8
1,524.94
1,588.24
-63.30
-4.0
PUBLIC TRANSPORTATION, HOTELS & RESORTS
107,216,978
95,844,926
11,372,052
11.9
1,633.37
1,552.47
80.90
5.2

 
January  - November 2004 vs. 2003 (Click here for Magazine Totals)
Year-to-date, nine of the 12 major advertising categories saw an increase in PIB revenue and pages over the same 11-month period in 2003.  The strongest performers have been Financial, Insurance & Real Estate; Food & Food Products; Public Transportation, Hotels & Resorts; Media & Advertising; and Retail.
CLASS NAME
2004
DOLLARS
2003
DOLLARS
CHG
%
CHG
2004
PAGES
2003
PAGES
CHG
%
CHG
AUTOMOTIVE
2,133,928,993
1,964,020,289
169,908,704
8.7
21,336.22
20,792.18
544.04
2.6
TOILETRIES & COSMETICS
1,740,565,296
1,634,728,094
105,837,202
6.5
16,374.47
16,310.51
63.96
0.4
DRUGS & REMEDIES
1,665,509,253
1,623,684,849
41,824,404
2.6
14,426.34
14,555.98
-129.64
-0.9
APPAREL & ACCESSORIES
1,607,116,479
1,439,603,121
167,513,358
11.6
21,266.42
20,574.05
692.37
3.4
HOME FURNISHINGS & SUPPLIES
1,570,039,011
1,480,848,516
89,190,495
6.0
15,706.15
15,470.85
235.30
1.5
FOOD & FOOD PRODUCTS
1,457,902,731
1,299,445,065
158,457,666
12.2
10,719.06
9,836.75
882.31
9.0
DIRECT RESPONSE COMPANIES
1,327,844,001
1,198,351,200
129,492,801
10.8
15,963.79
15,991.67
-27.88
-0.2
MEDIA & ADVERTISING
1,226,512,461
1,060,873,518
165,638,943
15.6
11,392.33
10,665.04
727.29
6.8
RETAIL
1,128,046,239
957,908,320
170,137,919
17.8
13,634.21
12,802.62
831.59
6.5
TECHNOLOGY
1,008,697,875
1,037,173,022
-28,475,147
-2.7
11,555.84
12,294.62
-738.78
-6.0
FINANCIAL, INSURANCE & REAL ESTATE
1,002,411,793
823,509,267
178,902,526
21.7
10,995.00
9,517.04
1477.96
15.5
PUBLIC TRANSPORTATION, HOTELS & RESORTS
880,963,359
724,333,480
156,629,879
21.6
12,761.67
11,848.53
913.14
7.7


Magazines remain the medium of choice for advertisers who are looking to improve ROI by engaging their target consumers, said Ellen Oppenheim, EVP and Chief Marketing Officer, Magazine Publishers of America.  Automotive posted its fourth consecutive month of growth in November, and its highest level of gains this year, driven once again by the big three American automakers and imports.  Finance, Insurance & Real Estate and Food & Food Products have both enjoyed seven straight months of gains.  The Finance category continues to be bolstered by financial management firms, banking institutions and insurance organizations, while Food saw a boost from beverage companies in November.

Expanded PIB information is available at www.magazine.org/PIB.

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