Advertising returns to US magazines

Advertisers are flocking back to US magazines, according to research by the Publishers Information Bureau (PIB) that details second quarter ad page numbers.

For the first time in nine quarters, both total magazine pages and rate-card-reported revenue posted gains.

"Magazines are benefiting from what appears to be an advertising economic lift during the first half," said Nina Link, president of the Magazine Publishers of America, the organisation that administers PIB.

"The robust return of automotive advertising to magazines, aided by equally strong performances by finance, real estate, toiletries and cosmetics, helped position magazines for solid second quarter improvement."

In the second quarter of this year, 130 magazines increased ad pages, compared to 15 magazines during the same period in 2009. And 136 titles registered PIB revenue gains compared to 30 titles in the same period of last year.

Conde Nast titles did particularly well, with the company's overall ad pages up by 6.6%. Vanity Fair showed a 30.3% increase with Wired up 26.2%, GQ up 21.5% and Vogue up 20.1%.

Sources: MPA/New York Observer

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