BIN research: Six verticals deliver fourth quarter 2012 print ad growth

Feb. 6, 2013 – Print advertising continues to underperform across the b-to-b landscape, according to preliminary fourth quarter ad sales data released today in the latest ABM BIN Report. For October 2012, total print ad sales dipped 5.4 percent; in November, sales dropped 6.4 percent overall.

However, certain market segments continue to buck that trend, showing sales revenue increases in both quarters. The overperformers are listed in the table below:

Segment

Oct. 2012 growth rate

Nov. 2012 growth rate

Restaurants, Foodservice, Lodging

24.82%

3.33%

Movies, Radio, TV & Video

7.19%

16.91%

Agriculture

10.05%

6.62%

Architecture, Design, Lighting

0.20%

15.36%

Resources, Environment, Utilities

3.46%

11.69%

Mfg, Processing

6.15%

3.67%

Total ad sales in October were $712 million; in November, $662 million. Total ad pages dipped in the fourth quarter as well, dropping 9.7 percent in October and 10.9 percent in November.

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

By Michael Moran Alterio