Magazine adspend falls in US

17 April 2009

NEW YORK: Magazine advertising revenues in the US declined by 20.2% to $4.2 billion (€3.2bn; £2.8bn) in the first quarter of this year, with the number of ad pages also decreasing by 25.9% during this period, the Magazine Publishers of America has found.

While US adspend is predicted to decline this year, the magazine industry is argued to face particularly severe challenges as readership and revenues fall.

The MPA reports that expenditure levels and the number of ad pages fell across each of the top 12 advertiser categories, which contribute 85% of all marketing spend through the medium, in Q1.

Automotive advertising posted a 43.6% decline in terms of ratecard revenue to $199.6m, and a drop off of 47.5% in terms of pages.

Finance, insurance and real estate ad revenues were also down by 38.4% to $161.4m, with the category's number of pages off by 45.7% in all.

Retail spending fell by 29.3% to $298.1m, with apparel and accessories also down 20.5% to $360m.

Food and food products expenditure slid 18.3% to $466.8m, while toiletries and cosmetics experienced a more modest revenue decline of 3.3% to $437.7m.

Data sourced from AdWeek/MPA; additional content by WARC staff