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BREAKING NEWS & VIEWS
Magazines' First-Quarter-2012 Ad Revenues Were -4.2%Thursday, April 12, 2012 Yesterday (April 11), the MPA--Association of Magazine Media released first-quarter Publishers Information Bureau-compiled advertising data for 211 magazines. The cumulative -4.2% ad revenues ($4.112 billion in first-quarter  2012 versus $4.294 billion for the same three months in 2011) were expected, because per min's boxscores, the 146 monthlies' ad pages were -6.09% and the 29 weeklies were -9.15%. It is a pattern that has worsened since first-half 2011, with the poor economy and the shift to digital advertising being factors. Said Meredith National Media Group corporate executive vp and president/media sales (since June 2011) Dick Porter to AdAge.com: "When it comes to recessions, print is sometimes the last guy to feel it--because we have the longer lead times--and sometimes the last to swing out of it. So I do think it will be interesting to see [quarters three and four]. We're still in a fragile economy, most people think." The two positive first-quarter categorical exceptions were the beauty- and fashion-centric toiletries/cosmetics (+7.1% ad revenues) and apparel/accessories (+13.2%). They were reflected in the women's beauty- and fashion magazines' generally strong March Spring Preview performances. Marie Claire (pictured) had the biggest March ad-page differential, +31.40%, which contributed to MC's +16.3% first-quarter ad revenues. Here, from PIB, are the categorical first-quarter data (as of April 4, 2012):
For magazine first-quarter totals, click here. . If you have breaking news to share please contact min’s editors.
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