BtoB Media Business - February 2008 - (Page 26)

Benchmarks BENCHMARKS ANALYSIS Economy impacts financial titles ast month, JPMorgan Chase CEO Jamie Dimon told a group of economists that the negative impact of the U.S. housing slump and subprime lending woes was already working itself out. Oh, really? The collapse of subprime lending is now infecting other segments of banks’ routine lending activities, including loans to small and midsize businesses. Undoubtedly, this was a key factor in the Federal Reserve’s decision to make a rate cut on Jan. 22. Meanwhile, one financial institution after another—Citibank, Merrill Lynch and Washington Mutual— has been announcing massive biggest business write-offs. But maybe Dimon is right. After all, stability is one of the banking industry’s strongest assets, and lending to good credit risks is actually increasing. And to the extent that advertising activity in an industry signifies the sector’s overall health, a look at ad results in the banking sector suggests that things may not really be too far from normal. Banking’s year-end 2007 results, compiled by IMS/The Auditor, shows that while big players in some other categories have been taking big hits, three of the four largest titles in the banking group registered gains. The gainers were led by Investment News (published by Media Business parent Crain Communications Inc.), which showed a surge of 265 ad pages (+21.6%). Banking Top gainers Rank 1 2 3 4 5 Publication Investment News Scotsman Guide Resid. Ed. Credit Union Management Credit Union Journal Green Sheet YTD ’07 1,496.70 1,157.99 357.06 946.00 2,040.13 Ad pages YTD ’06 +/1,230.78 265.91 1,071.95 86.05 272.80 84.27 869.56 76.44 1,974.74 65.38 Ad pages 697.94 976.46 -278.52 1,561.85 1,743.57 -181.72 352.79 510.58 -157.79 292.42 407.16 -114.74 130.83 213.68 -82.85 L Top decliners 1 2 3 4 5 Mortgage Originator American Banker Origination News National Mortgage Broker Transaction Trends Source: Powered by data from IMS-The Auditor, Toronto, December 2007 Credit union titles seem particularly buoyant. Credit Union Management (+30.8%), Credit Union Magazine (+10.8%) and Credit Union Journal (+8.8%) all posted gains. On the downside, the four largest mortgage titles in the group suffered losses. If the housing crisis doesn’t straighten out, this could well worsen in 2008. And economic woes could prompt another flurry of banking mergers, with the strong devouring the weak and thereby reducing the advertising base for some titles in the category. —John Masterton BIN CATEGORIES Trade publication ad pages and revenue, September 2007 Ad pages YTD ’07 YTD ’06 Category 13,200.53 13,380.72 Agriculture 16,665.37 15,926.89 Architecture, Design, Lighting 31,502.73 32,101.25 Automotive 14,471.57 14,263.93 Aviation, Aerospace & Military 29,585.02 29,716.42 Banking, Financial, Insurance 58,644.14 59,996.37 Building, Engineering, Construction 22,247.60 23,952.37 Business, Advertising & Marketing 25,952.60 29,279.98 Computing, Software, Telecom 16,972.47 18,139.62 Electronic Engineering 19,153.47 20,330.20 Government (Local, State, Federal) 142,302.11 150,666.45 Health Care (PERQ+IMS) 68,815.47 68,515.76 Mfg., Processing 7,386.79 7,475.32 Miscellaneous*, Classified 27,246.50 30,102.43 Movies, Radio, TV & Video 9,634.15 9,707.86 Pharmaceuticals 55,699.00 56,576.15 Professional Services 18,613.76 18,095.30 Resources, Environment, Utilities Restaurants, Foodservice, Lodging, Gaming 12,373.94 12,327.57 72,168.67 75,333.76 Retail, Services 14,266.02 14,329.42 Science, Research & Development 9,728.63 10,491.76 Transportation, Logistics 17,422.58 16,957.80 Travel, Business Conventions & Meetings 704,053.12 727,667.33 Grand Total Chg -1.35% 4.64 -1.86 1.46 -0.44 -2.25 -7.12 -11.36 -6.43 -5.79 -5.55 0.44 -1.18 -9.49 -0.76 -1.55 2.87 0.38 -4.20 -0.44 -7.27 2.74 -3.25 YTD ’07 $138,474,594 196,627,194 367,559,670 145,267,385 332,360,105 550,127,858 545,971,457 751,051,891 294,409,817 231,955,829 906,848,397 713,228,738 57,796,678 360,669,810 113,565,531 607,299,772 159,627,921 185,100,328 735,591,965 169,216,900 76,033,893 344,083,815 7,982,869,547 Ad revenue YTD ’06 $133,003,714 179,119,134 364,364,279 141,254,701 327,004,915 539,723,238 606,513,209 910,528,016 308,810,141 243,691,002 940,903,827 689,528,183 57,661,658 368,261,938 112,234,850 588,173,570 146,089,623 180,581,529 737,241,304 156,304,469 80,503,302 329,237,101 8,140,733,704 Chg 4.11% 9.77 0.88 2.84 1.64 1.93 -9.98 -17.51 -4.66 -4.82 -3.62 3.44 0.23 -2.06 1.19 3.25 9.27 2.50 -0.22 8.26 -5.55 4.51 -1.94 * Miscellaneous: includes Arts, Coin-operated & Vending and Security Source: Business Information Network, September 2007 26 | Media Business | February 2008 | mediabusinessonline.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - February 2008

BtoB Media Business - February 2008
Contents
Upfront
Cover Story
Feature
Sales & Marketing
Events
Online
Production
Circulation
People
Benchmarks
Endnote

BtoB Media Business - February 2008