Black magazines continue to fight slow down in advertising revenue

(April 25, 2006) The nation’s leading black magazines continue to struggle against a tight advertising market. For the first time in recent memory, the top African-American magazines are performing below the industry as a whole in the growth of ad pages and ad revenues.

According to figures from the Magazine Publishers of America's Publishers Information Bureau, all of the magazines it measures had a 5.0 percent increase in ad dollars for March 2006 compared with March of last year. The five leading black magazines measured by PIB reported a drop of one percent for the same period.

”Jet” magazine’s revenue growth of more than 26 percent for March far outpaced other black titles and the industry average. “Vibe” was the only other publication to report an increase, with just under three percent in the growth of ad revenues for March.

”Ebony” was able to post a 2.6 increase in ad pages. All of the PIB measured magazines had an average increase in ad pages of just two tenths of one percent. The top five black magazines collectively reported an average increase of one tenth of one percent.

 MARCH AD REVENUES - 2006 vs. 2005

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


 MARCH AD PAGES - 2006 vs. 2005

 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.
Story and statistics continued
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