Drought Over? Ad Pages and Revenues Up in Q2

By Steve Smith

For the first time since the fourth quarter of 2007, magazines recorded year-over-year growth in ad pages and revenues during the second quarter of 2010, Publishers Information Bureau reports. Rate-card revenue for Q2 was up 5.7% over same period in 2009, to $5.2 Billion. Ad pages gained 0.8% to 43,427.11.

While ad pages overall were still down 4% for the first half of the year, a strong showing in Q2 helped bring revenue up 1.2% in 2010 compared to the first six months of 2009.

The market showed strength is six of the 12 categories PIB tracks. Revenue and pages in Q2 grew for Automotive, Finance, Insurance and Real Estate, Toiletries and Cosmetics, Home Furnishings and Supplies, Technology and Food and Food Products. The beleaguered Auto segment was up 28% in pages and 41% in rare-card revenue.

Standout gainers in the PIB Q2 report include Boy’s Life (up 88.4% in revenues and 55.6% in pages, ESPN magazine (up 46.3% in revenues and 42.9% in pages), People Style Watch (+46% in revenues, +37.3% in pages), The Atlantic (+41.7% revenues, +35% pages) and Technology Review (+42.9% revenues, +38.9% pages).

The full report including magazine title by title breakdowns is available online. Look for detailed coverage in this week’s issue of min.

Also for a deeper dive on what will open up advertiser’ budgets even more for magazines, don’t miss this month’s special min Webinar, “What Do Advertisers Want from Magazine Brands?: Delivering ROI in 2011.” Kimberly-Clark North American media manager Jeffrey Holecko, MPG Chicago EVP, managing director, Lori Hiltz, and Targetcast president, director of client services Audrey Siegel will participate.