Ad pages across 21 categories of B2B magazines tracked by Business Information Network fell 3.1 per cent in 2010, while revenue dropped 1.3 per cent to $7.5 billion. In 2009, those 21 categories posted an aggregate loss of 28.6 per cent.
In December, B2B ad pages actually grew, up 1.9 per cent, making it one of three months in 2010 (the others include October--up 0.55 per cent and July--up 0.34 per cent) that showed gains over 2009, according to BIN.
Just four of the 21 categories showed improvement in 2010 including Automotive (up 9.3 per cent), Agriculture (+1.6 per cent), Healthcare (+0.3 per cent) and Banking, Financial Insurance (+0.05 per cent). Science, Research and Development had the largest drop (-17.4 per cent).
Meanwhile, full-year data for the 218 titles IMS/The Auditor tracks for FOLIO: sister publication min's B2B shows that almost half (99) showed ad page gains for the January-December period compared to 2009.
OPINION/FEEDBACK TO THE EDITOR