b2b Ad Pages Show Signs of Improvement in 2010

03/15/2011

Ad pages across 21 categories of b-to-b magazines tracked by Business Information Network fell 3.1 percent in 2010, while revenue dropped 1.3 percent to $7.5 billion. In 2009, those 21 categories posted an aggregate loss of 28.6 percent. In December, b-to-b ad pages actually grew, up 1.9 percent, making it one of three months in 2010 (the others include October–up 0.55 percent and July–up 0.34 percent) that showed gains over 2009, according to BIN. More of this story from min’s b2b sister publication Folio:

Full-year data for the 218 titles IMS/The Auditor tracks for min’s b2b shows that almost half (99) showed ad page gains for the January-December period compared to 2009.

JB Scott’s Independent Contractor showed the greatest growth of any single title and led its trucking/transportation category with a 46.65% increase in pages for the Jan.-Dec. 2010 period (YTD). The Transportation segment overall was up 24.10% in pages for the year with strong end-of-year velocity (+69.04% for December 2010 over Dec. 2009). This category is still clawing its way back from a decline in 2009 of 34.04%. In 2008, IMS counted 3,274 pages for the four books it tracked in Transportation, but even in this up year for the category the titles sold 2,682.

Here are the top 10 b2b titles from IMS/the Auditor based on highest ad page gains for 2010 (January – December 2010 vs. 2009). Read more of this premium story in min’s b2b.

TOP 10 B2B TITLES BY YTD % Gain (January-December 2010/2009) 
Ad Pages  Ad Pages  % Diff  
TITLE (Publisher)  J-D ‘10  J-D ‘09  J-D. 
1.  Independent Contractor (JB Scott) 1,137.25 775.46 46.65
2.  Vacation Agent (Performance) 604.95 417.79 44.80
3.  Progressive Grocer (Stagnito) 737.20 519.85 41.81
4.  Restyling (Ntl Bsns Media) 248.12 178.73 38.82
5.  Wearables (Advertising Specialties) 247.94 178.78 38.68
6.  Qualified Remodel (Cygnus) 497.33 358.80 38.61
7.  Financial Planning (SourceMedia) 803.64 585.11 37.35
8.  Broadcasting and Cable (Newbay) 484.74 360.92 34.31
9.  Luxury Travel Advisor (Questex) 520.93 395.06 31.86
10.  Counterman (Babcox) 656.53 511.93 28.25
Source: IMS/The Auditor (Toronto, Ontario)