Apparel, accessories led growth in ad spending in black magazines during August  

(October 9, 2006) Advertising revenues and pages among African-American magazines showed mixed results in August, according to the Black Magazine Monitor, a service of the Media Economic Group. The publications tracked had just over $32 million on 786.5 total ad pages. Year-to-date measured ad dollars totaled $274.4 million and 7,451.9 ad pages.

Ad pages were up on a year-over-year basis at Essence (+13.5%) and Sister 2 Sister (+37.3%). However, ad pages declined at American Legacy (-18.5%), Black Enterprise (-33.5%), Ebony (-1.2%), Jet (-28.3%), and Vibe
(-0.5%).

Overall, ad dollars for the leading African-American magazines declined by -2.94% in August and ad pages dropped by 9.4%.

Year-to-date (January to August), ad dollars for the leading African-American magazines declined by 0.6% and ad pages dropped by 4.8%.  However, most of this decline can be attributed to a sharp decline in ad activity at The Source. Excluding The Source, ad dollars as measured by the Black Magazine Monitor service have risen  by 4.1% this year while ad pages have posted a 1.9% increase.

At the category level, the categories showing the largest increases in August included the Apparel & accessories ($2,376,120; +159.5%), Haircare ($3,247,300; +53.7%), and Cosmetics ($1,179,421; +227.4%) categories.

The largest decreases at the category level were in the Telco ($155,840; -87.6%), Prescription medicines ($542,882; -55.2%), and Cable/satellite ($155,503;
 -73.9%) categories.

Automotive spending -- the largest individual category in African-American magazines -- remains weak. Auto category spending totaled $4.4 million in August -- a decrease of 4.3% from previous year. Year-to-date Auto category spending has declined by 21.6% to $27.3 million for the January to August period.

Top 10 Advertisers in Black Magazines (Jan-Aug)

Source: Media Economics Group © 2006

Top 10 New Brand Ads in Black Magazines - August

Source: Media Economics Group © 2006

August, 2006 Overview:
The August, 2006 update includes detailed advertising data for:

  - 472 active brands
  - 299 active advertisers (parent-company level)
  - 786.5 total ad pages 
  - $32.4 million total ad$

This analysis is based on "comparable-titles" (i.e. magazines that were active during the same period in both 2005 and 2006 to account for the large increase in sample size in the BlackMagazineMonitor service between 2005 and 2006.

Year-to-Date Analysis (Jan - August, 2006)
   - 2,241 active brands
   - 1,264 active advertisers (parent level)
   - 7,451.9 total ad pages
   - $274.4 million total ad dollars
 
New Advertising Activity for August, 2006:
  - 108 new brands/campaigns totaling 141.96 ad pages and $6.4 million  in new spending.

  - 26 new advertisers totaling 25.4 ad pages and $773,200 in new spending.

For further details, contact Carlos Pelay at Media Economics Group, 954-762-6517 or carlos@media-economics.com


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