Magazine ad pages post growth in June and Q2 2010
Published May 21, 2010
The magazine industry has emerged from the recession and its ad revenues are now growing once again, according to the latest report from the Media Industry Newsletter.
Total ad pages for monthly magazines grew 7.9 percent in June 2010 compared to June 2009's figure, MediaPost cited from the study. In addition, the second quarter of 2010 saw year-over-year growth of 4.9 percent.
In terms of actual ad pages, June 2010 saw 10,533 pages compared to the 9,763 seen in June 2009.
Though acknowledging the growth was "modest," MediaPost noted that it is a "welcome reversal" of the past nine consecutive quarters of declines.
However, year-to-date, total ad pages are still 0.16 percent less than last year's figure. Despite this fact, yearly projections are still positive, MediaPost noted.
Creative marketing professionals should remember when planning their print ad campaigns that not all magazines are created equal - just 63 percent of titles saw their ad pages increase in June 2010.
"2010 may bring a shakeout in the magazine business, as a strong cohort is buoyed by the tentative economic recovery, while a weak cohort suffers stagnation or even further declines," MediaPost concluded.
The magazine industry may soon have an unlikely ally to help increase its circulation figures and consequently ad pages. AdAge recently reported that Facebook will soon offer a feature allowing users to buy print magazine subscriptions straight from their news feed.