B-to-B print ad sales down 6.2% for Q1, continue contraction

Sept. 11, 2013 - ABM's BIN Report, which tracks advertising revenue for the entire b-to-b media industry, shows that the print advertising market totaled $1.714 billion in first quarter 2013, down 6.8 percent from total print ad sales of $1.831 billion for the first quarter of 2012.

For 22 vertical categories tracked, 7 showed growth in the first quarter, 7 showed single-digit declines, and 8 showed double-digit declines in print ad revenue. The top three performing categories for the quarter consisted of the Resources, Environment and Utilities sector, up 14.0 percent; the Travel, Business Conventions and Meetings sector, up 11.0 percent; and the Architecture, Design and Lighting sector, up 6.6 percent.

The current report includes revised data for the first quarter of 2012, which revealed a smaller decline in ad sales than initial reports indicated. The unrevised data had shown a 4.2 percent decline in ad sales from first quarter 2011 to first quarter 2012; with the current revisions to the 2012 data, the decline from 2011 to 2012 is actually 2.0 percent.

The latest BIN Report also includes data for print advertising for April 2013. For the month, print ad revenue totaled $612 million in 2013, down 5.5 percent from $648 million generated in April 2012. The Travel, Business Conventions and Meetings sector continued its growth streak in April -- it is the only sector of 22 tracked that has posted increases in print ad sales in each of the first four months of the year.

The following graphic shows the trend in monthly print ad sales for the b-to-b industry from 2009 through the first four months of 2013.

BIN Report Monthly B2B Print Ad Sales

By Michael Moran Alterio

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