'Jet' magazine starts ’06 with huge jump in ad revenues and pages

(February 21, 2006) Advertisers are apparently following black consumers’ heightened interest in news. As a result, “Jet,” the nation’s only black newsweekly, started the new year with a dramatic increase in ad revenues and pages. With a 27 percent increase over its ad income for January 2005, it was the only black publication measured by the Publishers Information Bureau to post a double-digit gain for the first month of 2006.

“Black Enterprise” and “Ebony” had increases of 5.5% and 8.7% respectively – both well above the industry average of eight-tenths of a percent. “Essence” and “Vibe” were down from their performance a year ago. In general, however, black titles are languishing like their general market counterparts. Having increased page rates last year in order to keep pace, most titles will be forced to wait on a slowly growing economy to improve their fortunes.

 January '05 vs '06 Ad Revenues

 Figures in millions of dollars. Source: PIB/MPA estimates

 January '05 vs '06 Ad Pages

 Source: PIB/MPA estimates


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Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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