When looking at how media is trending, be sure to look at facts in context.
Since the economic downtown, all forms of media have been scrutinized in search for signs of recovery. Print is no exception. According to the Publishers Information Bureau (PIB), consumer magazines are stabling rather than declining as they have the last few years.
MediaPost reports that 2010 marked a good year for consumer magazines in that for three consecutive quarters ad pages (3.5%) and revenue figures (4.2%) increased. The return of automotive advertising was said to play a big part in this increase. Automotive ad pages rose 16.9% and rate card revenue grew 21.9% from 2009. Other categories that have seen improvement in ad pages are financial, insurance and real estate, toiletries and cosmetics, technology, retail, home furnishings and supplies.
An estimated 53% of consumer magazines had ad page gains during 2010, which is an increase from 2009 where only 8.6% showed an increase. This gain should not be taken out of context since 2010 total ad pages had a .1% decline from 2009.
When looking at how media is trending, be sure to look at facts in context. That will be the key tool in making educated planning decisions for your campaign.
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