2013 US Advertising Growth Includes Print Magazines Too

According to new data from Kantar Media, US advertising spending for Q2 2013 is up 3.5% over the same period in 2012, to $35.8 billion. Cable TV made the greatest gains, up 14.9%, and Spanish-language TV was up 6.1%. On the other side of roster, newspaper advertising is down 4.3%.

September Magazine Issues

The most interesting news to me, though, is the section on print magazines. Ad revenues for consumer magazines are up 1.9%, although (if you want to quibble over the details) they sold fewer ad pages than last year, each one at a higher average rate. And Sunday magazines, the magazines inside newspapers, grew ad revenues by 4.1% — the same rate by which Internet display ad revenue grew.

Digging into individual titles shows more signs of vitality. The September issue of Vogue is the fattest since 2008 — 665 pages of ads — and the September Elle just broke the record for highest page count ever for a Hearst publication. W, Bon Appetit, Allure, Teen Vogue and Glamour all had their best Septembers since the 2008 financial crisis. The Atlantic, with its diversified approach across print, digital and events, is on a tear.

Who’d a thunk it?

  1. # Tac Anderson said: September 10th, 2013 at 1:44 pm

    Seems to me the trend is towards targeted advertising, which the internet, cable TV and magazines tend to be.

  2. # Chas said: September 10th, 2013 at 5:09 pm

    I think you’re at least partly right, Tac. Big, undifferentiated audiences are becoming less desirable to advertisers. Spanish-language TV, for example, is growing faster than broadcast TV. Big broad-audience magazines like Newsweek have evaporated while magazines with well-defined audiences thrive. But there are trends that contradict that theory: At least a handful of big-audience magazines (eg, Vogue and Elle) appear to be outperforming the small, niche well-targeted trade magazines. Though maybe the operative word there is “trade” rather than “niche”? Niche lifestyle magazines (eg, Monocle) are on the rise, while many trade magazines are getting clobbered. And on the internet, the big players (Google, Facebook, Twitter, etc) are growing their share relative to smaller sites that deliver a more homogenous audience.

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