BREAKING NEWS & VIEWS
Cosmetics Were Biggest Magazine Ad Spenders Through the First Quarter
Tuesday, April 9, 2013
Complementing the MPA -- Association of Magazine Media's April 8 release of Publishers Information Bureau-supplied magazine ad pages and revenues through first-quarter 2013 (People's $249.7 million revenues are more than $100 million greater than runner-up Sports Illustrated's $147.8 million), are the categorical data provided by Kantar Media.
The huge lead by toiletries/cosmetics and their +14.1% differential is reflective of the strong ad-page performances by many women's beauty and fashion magazines. Harper's Bazaar VP/publisher/chief revenue officer Carol Smith, for one, says that the more commonly called "beauty" sector is why HB is ad-page-up for 14 consecutive issues through May.
Mercis go to, among many, perennial categorical leader L'Oréal Paris and to Lancôme Paris (pictured).
By contrast, the beauty/fashion magazines-dependent apparel/accessories and retail had fractional ad-revenue differentials.
A good portion of first-quarter food/food products spending (+10.1%) went to Bon Appétit (+41.8% revenues) and Food Network (+41.3%), while Fast Company (+25.4%) and Wired (+6.3%) buttressed technology.
Tech's +21.1% may have been the most impressive since 2000, when its spending in magazines topped $2 billion. The "dot.com crash" in 2001 began what turned out to be a long downturn.
Categorical Ad Revenues, First-Quarter 2013 (print only)
CLASS NAME Q1 2013 DOLLARS Q1 2012 DOLLARS % CHG
TOILETRIES & COSMETICS 677,174,629 592,944,101 14.2
DRUGS & REMEDIES 462,641,432 481,528,360 -3.9
APPAREL & ACCESSORIES 416,112,920 414,620,532 0.4
FOOD & FOOD PRODUCTS 384,353,367 349,070,409 10.1
RETAIL 298,772,949 301,520,286 -0.9
MEDIA & ADVERTISING 298,613,208 333,718,933 -10.5
DIRECT RESPONSE COS. 258,909,237 260,371,652 - 0.6
TECHNOLOGY 215,948,461 177,533,170 21.6
FINANCIAL, REAL ESTATE, ETC. 202,775,671 220,597,222 -8.1
AUTOMOTIVE 171,593,375 189,358,573 -9.4
TRANSPORTATION, HOTELS, ETC. 169,426,605 172,694,304 -1.9
HOME FURNISHINGS & SUPPLIES 142,342,721 171,570,851 -17.0
TOTALS 3,698,664,575 3,665,528,393 + 0.9
Source: Kantar Media
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