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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 " 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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