Adspend Up at US Magazines Despite Page Decline

14 November 2003

America's magazines saw a rise in advertising revenues last month despite a fall in ad pages, according to latest figures from the Publishers Information Bureau.

Ad income for October totalled $1.8 billion ($1.5bn; £1.1bn), up 6.6% year-on-year, while pages slipped 3.2% to 21,853.

Eight of the PIB's twelve major advertiser categories increased their dollar outlay, while six raised the number of pages they took out.

"While we're pleased that some major categories, especially drugs/remedies and home furnishings/supplies, exhibited strength in October, concerns over the war and economy affected advertiser confidence during the summer when most decisions for this month were made," declared Ellen Oppenheim, evp/chief marketing officer for Magazine Publishers of America.

For the first ten months of 2003, ad pages are down 0.2% year-on-year, while spend jumped 8.7%.

Data sourced from: Publishers Information Bureau; additional content by WARC staff