US Magazines Take More Cash From Fewer Ad Pages

11 July 2003

Latest figures for advertising in the US magazine industry point in different directions: ad pages are down but revenues are up.

According to the Publishers Information Bureau, June revenues from magazine ads surged 8.5% year-on-year to $1.58 billion (€1.39bn; £0.97bn). Over the first six months of 2003, takings jumped 9.9% to $8.59bn.

Ad pages, however, declined last month, sinking 3.2% to 18,834. Despite the June slip, pages are up across the first half of the year, rising 1.8% to 109,182.

Of the PIB’s twelve advertiser categories, seven raised adspend last month while only four took out more pages. Leading the way was the auto sector, whose June spend jumped 25% to $221.4 million on a 20% increase in pages to 2,313. Retail saw the largest page decline, tumbling 24%.

Data sourced from: The Washington Post Online; additional content by WARC staff