The American magazine editors want to think. A year after the crisis that hit their portfolio advertising space reservations for their return numbers show a net investment return of advertisers. In September 2009, the pagination of the only monthly advertising had plunged more than 23%. The rise of advertising in particular benefit to women this year, driven by good scores monthly fashion and beauty.
According to data from the letter Mediaworks (published by Advertising Age), the American edition of Vogue has collected more than 532 ad pages for its September issue. The monthly emblematic of Condé Nast, the editor in chief Anna Wintour is considered one of the most influential women in fashion, and recorded a jump of 24% compared to September 2009. His little brother Glamour displays him, insolent growth of 57%.Encouragingly for newspaper publishers, the numbers of school in September "often marked the launching of new campaigns that will be broken until the end of the year, as outlined in Mediaworks Mary Morgan, Vice-President Hearst and editor of Redbook magazine. At Hearst, Harpers' Bazaar also provides a number with 12% of additional pages of advertising compared to 2009. As for Marie Claire, also published by Hearst in the United States, the stock has gained 37%.
The September women's magazines, taken across the Atlantic as the real barometer of pub magazine confirm the recovery that began in the media since last January after a 2009 killing more than 400 titles were closed last year, according Publishers Association of American magazines.
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Badly, the press nonetheless a very powerful medium in the United States. It still represents 35% of investments in the country pub, or 44.13 billion dollars gross, against 28% in France, according to Kantar Media No fax cash advances. Magazines weigh alone, 18% compared to 16% of this family newspaper in France. Especially, as stated Dordor Xavier, managing director of PMS (Union of the magazine), the press is more favored by the largest advertisers in the U.S. than in France.
Procter & Gamble spent like 40% of its investments pub in this medium, behind TV (56%). The group is more "cautious" in the diversification of its French investments: TV predominates at 77%, the press is merely 6%."A challenge, is Xavier Dordor for publishers in France, which have known, too, a reversal from the first half of 2010. Gross revenue (+7.5%) and pages of advertising (+3.9%) are rising again.
And September has got off to a good start. Valery Camy, executive director of the board of Mondadori France (Grazia, Biba, Star TV, Auto more …) indicates that the return, "under the sign of pragmatism after a first half marked by anticipation of recovery, which benefits from a trend in favor of consumption and the willingness of brands to win market share. Romatet Xavier, CEO of Conde Nast France, confirmed that "the trend remains positive" but said that "what was lost in 2009 has not been returned. We are not yet at the level of 2008, record year, but 2007. "To strengthen, press marks 'strong' must, he said, demonstrate "greater creativity and on event.
Thanks to a unique set up for its 90 years, the number of Vogue dated October "and should beat its record swap advertising," he promises.
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