• Apr 13, 2010
Here's a sign that things are possibly turning around in the automotive industry – Advertising Age is reporting that the total number of ad pages bought by automotive advertisers went up over the past year. First quarter numbers for American magazines went up compared with the first quarter of 2009, according to a report by the Publishers Information Bureau. This represents the first time that both of those numbers has gone up since 2007.

Back in February, the Media Industry Newsletter reported that although it was the smallest drop during nine consecutive quarters of decline, there was a 5.7-percent dip in ad pages compared to 2009 figures. The Publishers Information Bureau shows an even bleaker picture, with a reported decline of 9.4 percent from the first quarter of 2009. And lest we forget, the first quarter of 2009 was already pretty dismal, with drops of more than 25 percent over 2008 numbers. Still, the automotive sector is apparently stronger than several others, at least as far as magazine ad pages go.

Although Advertising Age says that financial, insurance and real estate figures have actually increased by 11.3 percent, with toiletries and cosmetics going up by 7.6 percent, the auto sector is still better off than several others. Apparel and accessories were down 15.7 percent, drugs and remedies dropped 15.6 percent, technology dipped 14.7 percent, media and advertising declined by 13 percent, as did public transportation, hotels and resorts.

[Source: Advertising Age]


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    • 1 Second Ago
  • 8 Comments
      • 4 Years Ago
      Automakers have to buy good reviews to keep their products moving. So they have to buy ad space.

      And the rag writers (a bit less-so on the blog side... and at least I don't pay for ad-supported blogs...) will give it to them, so why not.

      I stopped buying magazines a long time ago. At first, I dropped subscriptions when half the issues that came to my door were barely worth the time to read.

      Then I only bought the issues that really caught my attention, on the news stand.

      A couple years ago, I kept looking for them, but noticed that it was getting longer and longer between issues that actually interested me.

      And most of the articles were wooden or canned, almost as if they were pre-written, and then just fettled with details from a test drive, to make it seem authentic.

      After the 3rd or 4th comparo between C&D, R&T, and MT, that just said, and I paraphrase: 'all the cars are good, you'll have to choose what suits you best, we can't really declare a winner.'

      I decided I was done. Payola had robbed the very last thread of objectivity and true, honest candor.

      I have bought very few magazines since. Mostly british rags with nice big glossy poster-grade pictures, or classic car or specialty brand-specific magazines.

      And I get my automotive news here, instead. Where I don't have to pay to be advertised to, and where I can call something good or crap, instead of reading paid rag-writers who have seemed for a long time to refuse to be so objective, or at least honest about their subjective criticisms.
        • 4 Years Ago
        $10 a year per magazine thru magazine line. At least you get to read some interesting news.
      • 4 Years Ago
      I get Motor Trend and Automobile because I like a wide range of sources and input along with various autoblogs. I enjoy Robert Cumberford's design critiques in Automobile even though I might not have noticed on my own what he is pointing out. Besides, I can't take my computer to the john.
      • 4 Years Ago
      People still buy the dead trees versions? I can't remember the last time I bought a magazine.
      • 4 Years Ago
      I used to love the ads in 90's magazines, they used to be so nice.
      • 4 Years Ago
      I'm just impressed that they were able to launch an '88 Grand Prix SE like that!
      • 4 Years Ago
      Must be all the 'male enhancement' ads