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PIB ADVERTISING AD REVENUE DATA
Recapping Year-End-2011 PIB Data As The First-Quarter-2012 Release NearsMonday, April 9, 2012We expect magazine advertising revenue to take a major hit when they are disclosed later this week by Publishers Information Bureau, because, as we reported, the weak first quarter-2012 was a continuation of the weak second-half 2011. But a strong first-half kept last year’s cumulative ad-revenue differential positive, and it is possible that conditions will be the opposite in 2012 if business this summer and fall kicks in from the improved economy and the London Olympics. Cosmetics ad revenues (+9.5% last year) and apparel (+9.7%) contributed to the women’s fashion- and beauty magazines’ 2011 success, which continued in first-quarter 2012. Further support may come from Procter & Gamble, which supposedly will be increasing its magazine and digital spending this year at the expense of television.
Most notable among the magazines’ top 20 was perennial #1 (since 1991) People falling short of both its 2010 record and the $1 billion mark. The decline likely worsened in the first quarter with People’s ad pages -8.3%. On the flip side, Bloomberg Businessweek’s +29.4% ad revenues put it in the top 20 for the first time since the early-2000s, when the subsequent technology advertising collapse and recession led to McGraw-Hill Cos. ending its 80-year ownership with the October 2009 sale to Bloomberg L.P., which renamed and overhauled BW with much fanfare and success. Bloomberg BW’s +8.4% ad-page first quarter suggests continuation. The momentum should also continue for Vogue. Its +13.8% ad revenues were second best to Bloomberg BW in the top 20, and ad pages through April were +2.15%.
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