Archive for the ‘Magazines’ Category

Magazines ad sales on the rebound

Wednesday, July 21st, 2010

CNBC says monthly ad sales for August magazines jumped 10 percent, which is the first month of 10 percent year-over-year growth in nearly six years.

“Though the percentage increase is certainly off some weak numbers last year, it does indicate that the weak industry is stabilizing,” the cable channel says.

Crains says that luxury magazines are also making a slow comeback, pointing to Vogue, which will show a spike of 100 advertising pages, or 23 percent over a year ago, for September.

“But even 23 percent growth for the September issue — in which designers and fashion companies display their next season’s lineups — barely puts Vogue back in the league it was in a few years ago,” Crains says of the Conde Nast title.

This year’s number translate into 529 ad pages, while Vogue’s September 2007 issue had a record 727 ad pages — and weighed in at four pounds, nine ounces.

But, the New York Post points out that Vogue still can’t touch InStyle.  “InStyle, one of the few to have a good September a year ago, was up 56 pages and 16 percent with 403 ad pages,” the Post says.

“Since January, however, InStyle, Publisher Connie Anne Phillips has sold 1,791 ad pages, up by 306 pages, or 21 percent, from a year earlier.”

Elle sold 57.2 more ad pages for September 2010 compared to 2009, and is up 10 percent year-to-date, “the slowest of any of the major fashion titles,” according to the Post. Harper’s Bazaar sold 31.8 more ad pages this September compared to last, and is up 13 percent for the year.

Condé Nast lowers ethics bar for online staff

Monday, July 12th, 2010

Condé Nast has found a hole in the wall separating editorial from advertising, and will have its online staff produce a six-page advertorial supplement to run in several of its magazines.

The ad supplement will promote Samsung and run for eight months across Wired, Bon Appétit, Vanity Fair, Condé Nast Traveler, Architectural Digest and GQ.

Having the online staff produce the supplement was seen as a way  “to avoid ruffling the feathers of print editors, who are seen as more sensitive than their Web counterparts to being asked to serve up content on a directive from the advertiser,” MediaWeek says.

“Condé Nast insisted that editors and writers had free reign to select and reject content for the Samsung insert,” Paid Content says in its report.

Condé Nast did the same thing a few years ago for a section promoting Microsoft.

“Advertisers like advertorials when they contain original edit, because they can direct the theme if not the actual content, ensuring it’s relevant to their message,” MediaWeek says. “Meanwhile, the publication technically is abiding by American Society of Magazine Editors rules because it has the final say over the edit content.”

As best we can tell, MediaWeek means Condé Nast is abiding by the rule, technically, that says: “In order for a publication’s chief editor to be able to monitor compliance with these guidelines, every effort must be made to show all advertising pages, sections and their placement to the editor far enough in advance to allow for necessary changes.” But not necessarily: “A magazine’s editorial staff members should not be involved in producing advertising in that magazine.”

High-def video ads a can’t-miss approach

Monday, June 28th, 2010

The next-generation of advertising online “will let advertisers serve up high-definition, streaming video in real time,” says Mediaweek, and it will be more intrusive than ever.

Hearst Magazines is launching them with a video for Gillette’s Venus Bikini Kit that includes a lifestyle expert providing bathing suit-selection and grooming tips along with mentions of the product and click-to-buy opportunities.

The ads are meant to look more like editorial content than advertising, Mediaweek says.

This fall, Hearst will launch large-format fixed-panel and pushdown ads integrated with editorial content. The entire package will be sharable via Facebook, giving advertisers more potential exposure for their message.

Hearst says the high-def ads get a high response in surveys and, as Mediaweek puts it, “It doesn’t hurt that they bring in 20-30 percent more than standard Web ads.”

Gay press saw more spending, better prices in ’09

Wednesday, June 23rd, 2010

The nation’s gay press fared well in 2009, scoring a 13.6 increase in ad spending, which Media Daily News calls “a remarkable performance, especially considering the adverse conditions in the economy at large.”

The numbers indicating a record year for publications serving lesbians, gays, bisexual and transgendered people come from the 2009 Gay Press Report by Rivendell Media.

In comparison, the Publishers Information Bureau says overall consumer magazine ad spending fell 17.5 percent in 2009 compared to 2008, and total ad pages were down 25.6 percent.

The number of ads in LGBT publications actually fell by 6.8 percent, the MDN report says, “reflecting a trend toward larger, more expensive ad placements. It may also reflect an increase in prices for LGBT advertising, as niche media leverage their special connection with LGBT consumers to demand more premium rates.”

But there was also a drop in overall circulation for LGBT media, down 27.6 percent from roughly 3.3 million in 2008 to 2,387,750 in 2009.

First quarter of growth leaves some behind

Wednesday, May 26th, 2010

Local newspapers, local magazines and business-to-business magazines did not participate in the first increase in advertising spending since the first quarter of 2006, The New York Times reported Wednesday.  Those in print media that did benefit from the 5.1 percent growth in spending compared with the first quarter of 2009 included Sunday newspaper magazines, national newspapers and Spanish-language newspapers.

The ad tracking service, Kantar Media, a unit of WPP, reported the numbers Wednesday morning.

“Thirteen of the 19 types of media tracked by Kantar experienced spending gains in the first quarter, the company reported, ranging from 1.5 percent for Spanish-language magazines to 22 percent for spot television,” the NYT said. “Of the media in which ad spending declined, the decreases ranged from 0.4 percent for outdoor ads to 13.2 percent for syndicated national television.”

The increase shows that marketers are confident that the recession is ending, the report says. The bulk of the spending is attributed to big corporations, including Procter & Gamble, up 17.7 percent; AT&T, up 26.7 percent; and General Motors, up 28.5 percent.

Magazines show signs of recovery

Monday, May 17th, 2010

Magazine advertising is up by 7.34 percent for June and 4.67 for the second quarter, says Min Online, comparing the “modest uptick” with the 1992 recovery, “which proved to be the beginning of a prosperous eight years.”

Among the big movers are Elle Decor with a 91.28 gain and Playboy with a 94.69 percent increase. Playboy, which formed a business partnership with American Media, has also dropped plans to publish 10 times a year and will remain a monthly.

Magazine ads said to drive web traffic

Thursday, May 13th, 2010

Magazine advertising is a good vehicle for building website traffic, according to a new poll discussed by Adweek.

The poll by the Chief Marketing Officer Council says 90 percent of the magazine subscribers they talked to prefer print to online or e-reader mags, but “48 percent of respondents answered affirmatively when asked whether they ‘go online to find more information about the advertisements in your printed magazines.'” Sixty-three percent said they’d do so “if the advertising in your printed subscription magazines was customized,” according to Adweek.

Magazines show ad growth in few sectors

Saturday, April 10th, 2010

New figures from the Publishers Information Bureau show some advertisers are coming back to magazines, says Advertising Age, including automotive advertisers, whose spending on ad pages and rate-card ads rose in the past quarter for the first time since 2007.

“Three of the 12 major advertising categories in magazines ran more magazine ad pages in the first quarter this year than in the first quarter last year: financial, insurance and real estate, which increased ad pages by 11.3 percent; toiletries and cosmetics, which increased ad pages by 7.6 percent; and automotive, which increased ad pages by a slim 1.3 percent,” the magazine says.

“The other nine big marketer categories continued to post significant drops, led by apparel and accessories, which ran 15.7 percent fewer ad pages; drugs and remedies, which ran 15.6 percent fewer ad pages; technology, which ran 14.7 percent fewer pages; media and advertising, which ran 13 percent fewer ad pages; and public transportation, hotels and resorts, which also ran 13 percent fewer ad pages.”

“Keep in mind that these comparisons are being made against a quarter last year that was wholly abysmal, with a 25.9 percent drop in ad pages by the bureau’s count,” the magazine says.

Ad spending fell 12.3 percent in 2009

Thursday, March 18th, 2010

We’ve been out-of-pocket for a few days and we’re shoveling through the e-mail. Most significant so far is the report from Kantar Media, formerly known as TNS Media Intelligence.

“Ad spending in 2009 came in at $125.3 billion, a drop of 12.3 percent compared to the prior year,” the report says, according to Crain’s New York Business.

“The good news was that fourth-quarter ad spending fell by only 6 percent. In addition, preliminary numbers for the first quarter of 2010 show most media categories doing better than they were a year ago, said Jon Swallen, a senior vice president at Kantar Media.”

This is worse than a previous report from Medill Reports that said overall U.S. advertising spending was down 9 percent for the year last year. (Kantar isn’t limiting its number to the U.S., perhaps.)

According to Kantar Media, “radio fell 20.3 percent, local television plunged 23.7 percent, magazines dropped 17.4 percent and newspapers 19.7 percent.” Network television was down 7.6 percent for the year but turned around in the fourth quarter to rise 4.1 percent. Cable TV was  down just 1.4 percent.

Internet display advertising rose 7.3 percent.

“The biggest turnaround may be taking place among newspapers,” Crain’s says. “According to Mr. Swallen, advertising is flat so far this year, which puts the category on track to record its best quarter in two-and-a-half years.”

Digital ad spending to pull ahead of print

Monday, March 8th, 2010

A 9.6 percent jump in digital advertising in 2010 means more money will be spent on digital ads than print for the first time this year, according to Outsell’s annual advertising and marketing study, says Forbes.

“Of the $368 billion marketers plan to spend this year, 32.5 percent will go toward digital; 30.3 percent to print,” Forbes says. “Digital spending includes e-mail, video advertising, display ads and search marketing. ‘It’s a watershed moment,’ says the study’s lead author, Outsell Vice President Chuck Richard.”

The study, which is due out today, also says that ad spending for magazines will rise this year by 1.9 percent and, quoting Richard again, “We should see far fewer closures and cutbacks among traditional media.”