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Magazine Ad Revenues down 21.5 percent in first quarter
MAGAZINES are generally seen as good early warning signs for economic downturns. The thinking is that corporations would rather cut back on ads before they actually have to start cutting back on people.
If that thinking holds, we're in for a long and deep recession.
Tomorrow, Media Industry Newsletter is releasing its report on the first quarter of 2009 and it will show ad pages have tumbled a numbing 21.5 percent for monthlies in the period compared with the first quarter of 2008. (MIN gets early numbers because the March issues are starting to hit newsstands.)
In comparison, in the first quarter of 2008 magazines had just gone negative, dropping 4.6 percent after racking up small gains for most of 2007. Ad pages have now been falling for five straight quarters, MIN reports.
More.
MAGAZINES are generally seen as good early warning signs for economic downturns. The thinking is that corporations would rather cut back on ads before they actually have to start cutting back on people.
If that thinking holds, we're in for a long and deep recession.
Tomorrow, Media Industry Newsletter is releasing its report on the first quarter of 2009 and it will show ad pages have tumbled a numbing 21.5 percent for monthlies in the period compared with the first quarter of 2008. (MIN gets early numbers because the March issues are starting to hit newsstands.)
In comparison, in the first quarter of 2008 magazines had just gone negative, dropping 4.6 percent after racking up small gains for most of 2007. Ad pages have now been falling for five straight quarters, MIN reports.
More.