Rosier Times: Hispanic Magazines Ad Pages Grew 16.4%, vs. flat General Market (Premium Content)

We scoured through PIB data and made our own stats. How did People en español, Latina, Siempre Mujer and other Hispanic mags fare compared to General Market magazines? Read it here…

Since the end of last year magazines have been faring a bit better and benefiting somewhat from the ad spend recovery. It was expected that the “improvement” was merely going to translate in less severe declines. The latest figures from the Publishers Information Bureau (PIB) actually show that general market consumer mags made some small gains in Q2. Nevertheless, the comeback remains fairly anemic for the general market. As for the Hispanic Market, figures are showing a clear recovery. 

In the second quarter of 2010 (Q2), general market magazine rate-card-reported ad revenue hit $5.2 billion, a 5.7 percent increase against the same period in ‘09. Ad pages in Q2 gained 0.8 percent year-over-year.

It is important to point out that rate card revenues are poor indicators for a magazines health. Most magazines offer discounts, particularly in the Hispanic market were discounts often can reach 50%. Ad pages are a more exact representation of how good or bad things are going.

Among the top 200 magazines reported in the PIB report, four are Hispanic Magazines. The ad revenue increase of Hispanic magazines was of 19.45% percent compared to the second quarter of 2009. General Market registered a 5.7% ad revenue increase.

The ad page count figure for Hispanic Magazines increased by 16.4%, while for the general market magazines didn’t reach 1%. The best performer in both ad revenue increase and ad page increase was Siempre Mujer, with a 30.8% growth in ad revenue as measured by rate card between Q2 2009 and Q2 2010. The increase in ad pages was 25.8%.

People en Español, the leaders in ad revenue figures with 13.1 millions, grew 0.6% in ad revenue and fell 3.1 percent in ad pages between 2009 and 2010. It is important to note, that People en español is the first Hispanic magazine in revenue and the one that sold most ad pages 191,79 in Q2 2010. It is followed by Latina, a magazine that registered an ad page growth of 25.5% with 181 ad pages in Q2 2010. In ad revenue, Latina grew 26.3% with 8.5 millions in 2010 versus 6.8 million in 2009.

 

2010*

2009*

 

2010*

2009*

 

Publication

Dollars

Dollars

%CHG

Pages

Pages

%CHG

SIEMPRE MUJER

4.096.950

3.131.324

30,8

79,85

63,47

25,8

LATINA

8.598.929

6.810.491

26,3

181,07

144,25

25,5

SER PADRES

4.609.360

3.839.130

20,1

57,15

48,65

17,5

PEOPLE EN ESPANOL

13.144.845

13.061.780

0,6

191,79

197,91

-3,1

*Data as of July 8th, 2010
Source: PIB

For the general market, PIB ad revenue and pages grew in six of the 12 major ad categories in Q2 2010. Automotive spending surged 28 percent, while Financial, Insurance & Real Estate were up 20 percent as Toiletries & Cosmetics’ spending grew 17%. The worst performing category were Public Transportation, Hotels and Resorts, which were down 18 percent, followed by Direct Response, with a decrease of 12.2% less in Q2.

 

Sunday Magazines

USA Weekend is among Top 6 Sunday magazines (the other ones being Los Angeles Times Magazine, New York Times Magazine,Parade, Relish, Spry, USA Weekend). It grew 11.1% in ad revenue and 10.3% in ad pages. Ad pages reached 151.5 in Q2 2010, compared to 137.4. in 2009, ad revenue grew from $98.7 million in 2009 to $109.7 million in 2010. As we reported last week, USA Weekend is being published as an insert in 6 different Hispanic newspapers.


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Editorial Staff

Portada Staff

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