July’s print spending on b-to-b ads falls 4.5 percent

Nov. 5, 2012 - According to ABM’s BIN Report, total b-to-b print advertising for July 2012 fell 4.5 percent compared with advertising for July 2011. For the month, 11 of the 22 categories tracked, representing $320 million in revenue, saw revenues decline. The remaining 11 categories, representing $238 million in ad revenue, saw ad sales rise.

The biggest gainers were aviation, aerospace and military, up 103 percent; travel, business conventions and meetings, up 39 percent; and agriculture, up 19 percent. The categories that saw the steepest monthly declines were healthcare, down 24 percent; government, down 23 percent; and pharmaceuticals, down 22 percent.

For the first seven months of 2012, total b-to-b print ad spending has declined 4.1 percent year-over-year compared with the revised January-July period for 2011. The full month’s results are available as a PDF.

The print BIN data is provided by Inquiry Management Systems (IMS), a technology- and research-based publishing service bureau.

By Michael Moran Alterio