New figures suggest continued growth for US magazine advertising

Advertising revenue for US magazines continued to increase for the second quarter in a row according to figures released yesterday from the Publishers Information Bureau and posted on the Association of Magazine Media website.

The results for the third quarter of 2010 suggest that rate-card revenue and the number of magazine advertising pages both increased overall compared to the same period in 2009.

The number of ad pages rose by 3.6 per cent following a 0.8 per cent growth in the previous quarter, with a total of 136 magazines reporting a rise in ad pages, compared to 25 magazines in the same period last year. PIB also reported that 132 titles recorded revenue increases this quarter, while only 37 titles did in the same period last year. PIB rate-card revenues were reported to be up by 5.3 per cent.

Reporting on the results the Wall Street Journal said the statistics should give publishers “more hope that the declines that killed dozens of well-known titles in 2009 are behind them”.

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