Meredith Hispanic Ventures Ser Padres magazine registered the highest ad growth rate among Hispanic magazines tracked by PIB (Publishers Information Bureau) during the third quarter of 2010. Ad revenue, measured by rate card, climbed by 13.2% to $2,818,760 and by 10,4%  in pages (to a total page count of 35.83).

Among the top 200 magazines ranked by PIB, four exlusively target the Hispanic market. Their combined ad revenue growth during the third quarter was 2. percent compared to a 5.3% increase for the general market.  

Time Inc’s People en Español kept its leading position as the Hispanic publication with the highest  ad revenue figures $13.202.027 in PIB’s ranking. Figures indicates a 1,7% growth rate for People en Español compared to Q3 2009. Pages declined 2.98%, reaching 191,99.

Latina remains number 2 among Hispanic Magazines with an ad revenue of $5,422,9520, however its revenues declining 2,1% in Q3.

Siempre Mujer fell 1,2% in ad revenue ($2,439,310) and 4,11% in pages (47,83).

TV y Novelas and Vanidades of Televisa Publishing are not ranked by PIB.

Ad pages for Hispanic Magazines gained only 0.1 points, while general market magazines gained 3,6%. The better performance in both ad revenue and ad pages was Ser Padres.

 
2010*
2009*
 
2010*
2009*
 
Publication
Dollars
Dollars
%CHG
Pages
Pages
%CHG
PEOPLE EN ESPANOL
13,202,027
12,983,743
1.7
191,99
197,87
-2,98
LATINA
5,422,952
5,541,176
-2.1
115,28
118,04
-2,34
SER PADRES
2,818,760
2,489,138
13.2
35,83
32,53
10,14
SIEMPRE MUJER
2,439,310
2,468,648
-1.2
47,83
49,88
-4,11

*Data as of October 7th, 2010

 

The Overall Market

Total PIB magazine advertising pages and rate-card-reported revenue posted increases during the third quarter of 2010, according to Publishers Information Bureau (PIB). PIB revenue closed at $4,780,761,600, generating a 5.3% increase against the same July – September period in 2009.  PIB recorded 40,387.55 ad pages in the third quarter, a gain of 3.6% compared to the same period in 2009. This is the second quarter in a row that magazines have registered PIB growth in 2010.

PIB ad revenue and pages grew in seven of 12 major advertising categories during the third quarter of 2010. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.) Double-digit PIB increases were recorded by the ad categories Automotive (revenue: +46.6 | pages: +42.0%) and Technology (r: +29.2% | p: +12.3%). Overall Automotive advertising is up for magazines – both domestic and foreign brands, plus car dealerships, increased ad spending. Telecommunications and computer/software manufacturers boosted Technology.

Other ad categories that posted PIB revenue and page gains in Q3 include, and saw increased spending for:

– Toiletries & Cosmetics (r: +4.5% | p: +6.5%) – cosmetics, beauty aids, personal hygiene products

– Food & Food Products (r: +4.5% | +2.1%) – prepared foods, dairy/produce/meat, beverages

– Apparel & Accessories (r: +10.0% | p: +5.6%) – ready-to-wear clothing, footwear, accessories

– Retail (r: +13.1% | +7.2%) – department stores, discount department/variety stories, shopping centers

– Media & Advertising (r: +5.6% | p: +3.6%) – Film organizations, cable TV networks, book publishers

In the third quarter, 136 magazines saw an increase in ad pages, compared to 25 magazines during the same period in 2009. One hundred and thirty-two titles registered PIB revenue gains in Q3, versus 37 titles during the same period of last year.

Q3 2010 vs. 2009 details: Click Here for Magazine Totals

 

 2010 
DOLLARS

 2009 
DOLLARS 

CHG

%CHG

 2010
PAGES  

 2009
PAGES 

CHG

%CHG

CLASS NAME 

 

 

 

 

 

  

 

 

TOILETRIES & COSMETICS 

$643,336,465

$615,628,218

$27,708,247

4.5

4,328.60

4,064.99

263.61

6.5

FOOD & FOOD PRODUCTS 

$521,987,776

$499,517,171

$22,470,605

4.5

3,132.19

3,067.14

65.05

2.1

DRUGS & REMEDIES 

$475,458,929

$476,093,354

-$634,425

-0.1

3,960.48

3,838.62

121.86

3.2

APPAREL & ACCESSORIES 

$390,500,742

$355,142,522

$35,358,220

10.0

3,977.34

3,767.78

209.56

5.6

RETAIL 

$372,784,202

$329,492,742

$43,291,460

13.1

3,194.26

2,980.57

213.69

7.2

MEDIA & ADVERTISING 

$366,882,922

$347,368,834

$19,514,088

5.6

2,903.71

2,802.74

100.97

3.6

AUTOMOTIVE 

$341,480,389

$232,911,277

$108,569,112

46.6

2,606.78

1,835.78

771.00

42.0

HOME FURNISHINGS & SUPPLIES 

$270,251,604

$284,661,695

-$14,410,091

-5.1

2,021.67

2,065.27

-43.60

-2.1

DIRECT RESPONSE COMPANIES 

$246,492,380

$298,305,922

-$51,813,542

-17.4

2,516.59

2,902.95

-386.36

-13.3

TECHNOLOGY 

$220,402,562

$170,569,873

$49,832,689

29.2

1,646.26

1,466.07

180.19

12.3

FINANCIAL, INSURANCE & REAL ESTATE 

$200,917,926

$199,363,700

$1,554,226

0.8

1,619.05

1,662.90

-43.85

-2.6

PUBLIC TRANSPORTATION, HOTELS & RESORTS 

$149,116,794

$156,690,745

-$7,573,951

-4.8

2,054.03

2,140.88

-86.85

-4.1

 

 

 

 

 

 

 

 

 

*Data as of October 7th, 2010

 

 

 

 

 

 

 

 

 

Total PIB revenue through the first three quarters (January through September) of 2010 closed at $14,033,286,629, a 2.6% increase versus the same period in 2009.  A total of 118,716.65 ad pages were generated thus far in 2010, a dip of  -1.6% compared to last year.  Four of 12 major categories contributed to PIB growth in both dollars and pages during the time period: Automotive and Toiletries & Cosmetics – both posting double-digit gains in both PIB dollars and pages for the year; Financial, Insurance & Real Estate; and Technology. Year-to-date, 120 magazines recorded page increases, compared to 13 titles during the same period in 2009.

January-September 2010 vs. 2009 details: Click Here for Magazine Totals

 

 2010
DOLLARS

 2009
DOLLARS

CHG

%CHG

 2010
PAGES 

 2009
PAGES 

CHG

%CHG

CLASS NAME 

 

 

 

 

 

  

 

 

TOILETRIES & COSMETICS 

$1,854,105,508

$1,662,439,615

$191,665,893

11.5

12,327.77

11,167.65

1,160.12

10.4

FOOD & FOOD PRODUCTS 

$1,539,592,085

$1,518,729,996

$20,862,089

1.4

9,138.72

9,285.05

-146.33

-1.6

DRUGS & REMEDIES 

$1,466,051,593

$1,515,345,541

-$49,293,948

-3.3

11,672.53

12,578.38

-905.85

-7.2

MEDIA & ADVERTISING 

$1,047,534,353

$1,068,199,864

-$20,665,511

-1.9

8,259.87

8,557.36

-297.49

-3.5

APPAREL & ACCESSORIES 

$1,046,477,709

$1,029,745,595

$16,732,114

1.6

10,726.58

11,181.53

-454.95

-4.1

RETAIL 

$1,021,235,083

$978,052,345

$43,182,738

4.4

8,841.03

8,860.20

-19.17

-0.2

AUTOMOTIVE 

$910,968,976

$671,262,052

$239,706,924

35.7

6,853.12

5,494.91

1,358.21

24.7

DIRECT RESPONSE COMPANIES 

$816,372,149

$922,263,296

-$105,891,147

-11.5

8,110.66

9,110.24

-999.58

-11.0

HOME FURNISHINGS & SUPPLIES 

$810,950,266

$794,589,648

$16,360,618

2.1

6,108.21

6,161.63

-53.42

-0.9

FINANCIAL, INSURANCE & REAL ESTATE 

$614,455,340

$539,157,620

$75,297,720

14.0

5,188.65

4,736.40

452.25

9.5

PUBLIC TRANSPORTATION, HOTELS & RESORTS 

$561,600,187

$651,991,594

-$90,391,407

-13.9

7,029.70

8,054.66

-1,024.96

-12.7

TECHNOLOGY 

$548,755,868

$525,474,838

$23,281,030

4.4

4,520.85

4,493.69

27.16

0.6

 

 

 

 

 

 

 

 

 

*Data as of October 7th, 2010

 

 

 

 

 

 

 

 

 

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