Looking back

Not that it’s any surprise, but the first half of this year was not that great for business-to-business media spending. Here is a press release issued by the ABM. (Couldn’t find a link for it, so this is an unabridged version):

ECONOMIC RECOVERY AN UPHILL CLIMB
B-TO-B PAGES DECLINE 20.2%
AND SPENDING DECLINES 21.5%
IN THE FIRST HALF OF 2002

 
September 3, 2002, NEW YORK – Total b-to-b magazine ad pages for the first half declined 20.2%, with ad spending down 21.5% according to the Business Information Network (BIN), which measures more than 1,300 titles in 12 mega categories from finance to computers to horticulture & farming.

AD PAGES

The first half ad pages posted declines in all 12 mega categories, with Drugs & Toiletries/PERQ, down 4.8%; Home & Building, down 12.5%; Retail, down 14.9%; Travel, down 15.1%; Automotive, down 16.7%; Services, Direct Response, Classified, down 21.7%; Software, down 25.6%; Manufacturing & Electrical Equipment, Mat’s & Components, down 28.9%; Finance, Business & Advertising, down 29.1%; Computers, down 29.5%; Horticulture & Farming, down 32.5%; and Telecommunications, down 53.5%.
 
AD SPENDING
 
First half ad spending declined in all mega categories, with the exception of Drugs & Toiletries/PERQ, up 1.5%. Spending declined in: Home & Building, down 7.4%; Travel, down 11.7%; Retail, down 12.1%; Automotive, down 12.3%; Software, down 21.4%; Services, Direct Response, Classified, down 23.1%; Horticulture & Farming, down 27.0%; Manufacturing & Electrical Equipment, Mat’s & Components, down 27.1%; Computers, down 27.1%; Finance, Business & Advertising, down 30.5%; and Telecommunications, down 50.6%.

When compared to the first quarter, the rate of decline in the second quarter was less severe. Second quarter ad pages were down 18.2%, with ad spending down 16.6%. First quarter ad pages declined 21.9%, with ad spending down 25.6%.

JUNE AD PAGES

June ad pages were down 22.8% vs. June 2001. Ad pages declined in all 12 mega categories, with the exception of Travel, up 1.9%.
 
Pages were down in: Home & Building, down 6.3%; Automotive, down 10.0%; Retail, down 13.9%; Services, Direct Response, Classified, down 18.2%; Software, down 19.9%; Horticulture & Farming, down 20.6%; Finance, Business & Advertising, down 24.3%; Manufacturing & Electrical Equipment, Mat’s & Components, down 25.7%; Computers, down 29.2%; Drugs & Toiletries/PERQ, down 31.6%; and Telecommunications, down 44.3%.

JUNE AD SPENDING

June ad spending declined 15.6% vs. June 2001. Ad spending was down in all mega categories, with the exception of Drugs & Toiletries/PERQ, up 10.0%, Travel, up 2.0%, and Home & Building, up 1.1%.
 
Spending declined in: Automotive, down 4.7%; Retail, down 10.5%; Software, down 15.0%; Services, Direct Response, Classified, down 18.4%; Finance, Business & Advertising, down 22.3%; Horticulture & Farming, down 23.8%; Manufacturing & Electrical Equipment, Mat’s & Components, down 24.5%; Computers, down 30.1%; and Telecommunications, down 38.9%.

  
“The June numbers reflect the current economic picture for the state of the industry. In the midst of some categories posting declines, other categories are rebounding. You have to examine the numbers in order to see the growth in certain categories. The good news is that revenue is up in some mega categories, including in Drugs & Toiletries/PERQ, Travel, and Home & Building. In addition, pages are up in the Travel category. B-to-B media is feeling the brunt of the economic downturn. However, we are optimistic that as broadcast and cable TV and radio rebound, b-to-b media will follow,” said Gordon T. Hughes II, President & CEO, American Business Media.

 
The Business Information Network (BIN) is a joint venture between American Business Media and Competitive Media Reporting (CMR).

 
Founded in 1906, American Business Media is the b-to-b industry association for global information providers that represent magazines, Web sites, trade shows, conferences, newsletters, and other media. These member companies reach an audience of more than 88.9 million professionals and generate more than $239 billion in industry revenues.