Black magazines' ad pages declined in September; apparel, cosmetics increased

(October 21, 2006) According to the latest statistics released by the BlackMagazineMonitor, September advertising in most African-American magazines declined when compared to the same period a year ago. Ad revenues in black-oriented magazines totaled $42.1 million on 1,001.85 total ad pages. Year-to-date measured ad dollars total $319.4 million and 8,630.81 ad pages.
 
Ad pages were down on a year-over-year basis at Black Enterprise (-3.8%), Ebony (-16.9%), Essence (-12.0%), Jet
(-6.9%), and Vibe (-7.3%). Ad pages at Sister 2 Sister, however, rose by 88%. Overall, ad pages for the leading African-American magazines declined by 7.8% in September and estimated ad dollars dropped by 7.7%.

Year-to-date (January to September), ad pages for the leading African-American magazines have also declined by 6.2% and estimated ad dollars have dropped by 2.8%. However, most of this decline can be attributed to a sharp decline in ad activity at The Source. This year ad pages at The Source have dropped by 49.3% and estimated ad dollars by 48.3%.

Excluding The Source, year-to-date ad pages for the top African-American magazines as measured by the BlackMagazineMonitor service are virtually flat (-0.1%) while estimated ad dollars have posted a slight 1.3% increase.

The categories showing the largest increases in September included the Skincare (+168%), Clothing Retailers (+39%), and Cosmetics (+36%) categories.

Among the categories showing the largest decreases in September were the Food Products (-46%), Haircare (-40%), and Telecommunications (-33%) categories.

Automotive advertising – the largest individual category in African-American magazines – remains weak.  Ad pages for the Automotive category fell by 17% in September while ad dollars fell by 16% compared to previous year.  Year-to-date, ad pages for Automotive have declined by 8% and estimated ad dollars by 20%.

Top 10 Advertisers in Black Magazines (Jan-Sept)


Source: Media Economics Group © 2006


Top 10 New Brand Ads in Black Magazines - September

Source: Media Economics Group © 2006

September, 2006 Key Stats:
The September, 2006 update includes detailed advertising data for:

  - 621 active brands
  - 440 active advertisers (parent-company level)
  - 1001.85 total ad pages 
  - $42.1 million total ad$

Year-to-Date (Jan - Sept, 2006) Key Stats:
  - 2,462 active brands
  - 1,351 active advertisers (parent level)
  - 8,630.81 total ad pages
  - $319.4 million total ad$

New Ad Activity for September, 2006:
  - 120 new brands/campaigns totaling 174.66 Ad pages and $7.5 million  in new spending.
  - 30 new advertisers totaling 44.38 Ad pages and $1.8 million in new spending.

The BlackMagazineMonitor analysis is based on "comparable-titles" (i.e. magazines that were active during the same period in both 2005 and 2006). BMM, a service of Media Economics Group, measures the advertising activity of 32 black-oriented magazines.

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


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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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