During the second quarter of this year, rate-card-reported ad revenue reached $5.2 billion, a 5.7% increase over the same period in 2009. Ad pages in the second quarter were up 0.8% compared to Q2 2009. The last quarter of 2007 was the last time magazine advertising revenue or pages showed growth.

For the first half, rate-card-reported ad revenue grew 1.2%, compared to 2009 first half. Total PIB revenue for the first half totaled about $9.2 billion, compared to about $9.1 billion through the first six months of 2009. Ad pages during the first half declined 4% compared to January through June 2009.

Auto Posts Highest Rate of Revenue/Page Gain

Ad pages and revenue grew in half of the major advertising categories during the second quarter, including Automotive; Financial, Insurance & Real Estate; Toiletries & Cosmetics; Home Furnishings & Supplies; Technology; and Food & Food Products. (Twelve categories are the most significant contributors to PIB revenue, comprising more than 85% of total advertising spending.)

The Auto category posted both the highest increase in ad revenue (at 41%) and in pages (28%). Other categories that posted double-digit increases in both pages and revenue were Financial, Insurance & Real Estate, and Toiletries & Cosmetics.

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