The Publishers Information Bureau today released magazine advertising revenue statistics for the fourth quarter of 2009 and the full year. Not surprisingly, both ad pages and revenues were down during the quarter and for the year, compared to numbers from 2008. However, the fourth quarter showed less of a decline than the third quarter of 2009, possibly foreshadowing a turn-around or indicating that 2008′s fourth quarter wasn’t so fantastic either.
Total magazine rate-card reporting ad revenue for all of 2009 showed a 18.1 percent decline compared to 2008. Ad pages saw a 25.6 percent drop, the PIB said.
For last quarter, magazines generated $5.8 billion in advertising revenue, a 12.4 percent decrease compared to the same quarter in 2008, PIB reported. Ad pages dropped 21.6 percent during the quarter. But compare that to 2009′s third quarter, where the total magazine rate-card-reported ad revenue dropped 18.6 percent and pages dropped 26.6 percent compared to the same period in 2008.