The last time both benchmarks bumped upward was end of 2007. Automotive ads were biggest driver of modest overall increase for the industry.
Magazines may not be quite out of the tunnel, but they’re certainly seeing light at the end of it.
Total magazine advertising pages rose 0.8% in the second quarter, to 43,427, while rate-card-reported revenue was up 5.7%, to $5.2 billion, compared with the year-ago period, according to the Publishers Information Bureau, which released the numbers on Monday.
The results mark the first time in nine quarters that the magazine industry has seen gains in both ad pages and revenue. The last time that happened was in the fourth quarter of 2007.
“Magazines are benefiting from what appears to be an advertising economic lift,” said Nina Link, chief executive of Magazine Publishers of America, the trade organization that operates Publishers Information Bureau, in a statement. She credits renewed investment from key advertising categories, including automotive, finance, real estate, toiletries and cosmetics.
The biggest jump came from automotive, which spent $338 million on magazines in the second quarter, a spike of 41% over the same period in 2009. Ad pages in the category were up 28%.