BtoB Media Business - March 2008 - (Page 26)

Benchmarks BENCHMARKS ANALYSIS GAINERS/DECLINERS Dropoffs mark start of year BY JOHN MASTERTON Law/legal GAINERS Rank 1 2 3 4 5 6 Publication Corporate Counsel The American Lawyer InsideCounsel Law Technology News California Lawyer IP Law & Business Ad pages YTD ’08 YTD ’07 154.57 123.95 102.11 78.47 72.33 63.40 48.32 45.86 24.22 21.82 20.42 18.34 Ad pages 41.83 7.71 23.17 29.80 37.32 8.32 30.53 1.00 2.17 14.16 5.00 1.25 55.50 -13.67 15.59 -7.88 30.00 -6.83 36.20 -6.40 41.81 -4.49 11.58 -3.26 32.42 -1.88 2.63 -1.62 3.25 -1.08 15.13 -0.97 5.50 -0.50 1.64 -0.39 +/30.62 23.64 8.93 2.46 2.40 2.08 T his promises to be another tough year in b-to-b print advertising, with publishers fighting tooth and claw for every insertion order they write. With Nielsen Business Media, Primedia Inc. and Thomson Corp. having already disgorged most or all of their b-to-b print portfolios, the industry sustained another blow to the solar plexus last month when Reed Elsevier announced it was divesting Reed Business Information in an effort to “reduce exposure to advertising markets and cyclicality,” as the company said in a statement (see story, page 3). Given that January is a traditionally light print advertising period, it is risky drawing many far-reaching conclusions from the data (see chart on pages 28, 29). However, it’s notable that 35 of 52 advertising sectors began the year on a down note, losing ad pages compared with the same period in 2007. While publishers in the 17 categories that bucked the trend must be feeling good about getting an early head start, the others certainly must be hoping that this isn’t a harbinger of things to come. Meanwhile, many advertising industry forecasts are predicting minimal or nonexistent revenue growth in the b-to-b print segment, which still accounts for a far higher percentage of the profit margin at most media companies than does digital media. DECLINERS 1 2 3 4 5 6 7 8 9 10 11 12 ACC Docket ABA Journal Legal Management National Law Journal Trial Law Firm Inc. Student Lawyer Probate & Property Business Law Today Intellectual Property Today Law Practice Criminal Justice Source: Powered by data from IMS-The Auditor, Toronto, January 2008 BIN CATEGORIES Trade publication ad pages and revenue, October 2007 Ad pages YTD ’07 YTD ’06 Category 15,046.17 15,154.06 Agriculture 18,895.53 17,839.10 Architecture, Design, Lighting 35,689.31 36,292.39 Automotive 16,186.34 16,567.94 Aviation, Aerospace & Military 34,024.27 33,965.23 Banking, Financial, Insurance 65,702.52 66,989.96 Building, Engineering, Construction 25,384.78 27,052.82 Business, Advertising & Marketing 29,217.35 33,054.60 Computing, Software, Telecom 18,957.30 20,237.12 Electronic Engineering 21,545.02 22,593.38 Government (Local, State, Federal) 160,380.24 168,731.19 Health Care (PERQ+IMS) 77,748.56 77,394.55 Mfg., Processing 8,122.21 8,291.05 Miscellaneous,* Classified 30,328.40 33,634.01 Movies, Radio, TV & Video 10,941.90 11,145.43 Pharmaceuticals 62,262.37 63,785.63 Professional Services 20,993.83 20,123.08 Resources, Environment, Utilities Restaurants, Foodservice, Lodging, Gaming 13,925.56 13,835.17 80,002.23 83,423.40 Retail, Services 16,442.69 16,304.11 Science, Research & Development 10,876.72 11,846.74 Transportation, Logistics 6,476.73 7,028.12 Travel, Business Conventions & Meetings 6,476.73 7,028.12 Grand Total Chg -0.71% 5.92 -1.66 -2.30 0.17 -1.92 -6.17 -11.61 -6.32 -4.64 -4.95 0.46 -2.04 -9.83 -1.83 -2.39 4.33 0.65 -4.10 0.85 -8.19 1.18 -7.85 YTD ’07 $159,322,103 224,442,497 420,410,962 163,583,576 381,664,760 611,007,827 632,014,590 846,490,548 328,296,022 256,988,661 1,021,318,638 805,611,892 63,336,133 401,059,179 128,065,781 679,552,374 180,521,011 208,874,274 819,589,143 193,321,980 84,986,946 392,362,065 155,522,846 Ad revenue YTD ’06 $150,754,093 202,464,782 413,281,702 165,902,664 375,567,983 599,823,748 700,398,847 1,031,227,716 344,625,518 268,494,508 1,050,519,527 781,716,880 63,798,224 410,812,995 127,957,903 663,863,096 162,273,135 202,331,162 819,749,903 176,995,271 91,029,644 381,555,457 169,682,934 Chg 5.68% 10.86 1.73 -1.40 1.62 1.86 -9.76 -17.91 -4.74 -4.29 -2.78 3.06 -0.72 -2.37 0.08 2.36 11.25 3.23 -0.02 9.22 -6.64 2.83 -8.35 * Miscellaneous: includes Arts, Coin-operated & Vending and Security Source: Business Information Network, October 2007 26 | Media Business | March 2008 | mediabusinessonline.com http://mediabusinessonline.com

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

BtoB Media Business - March 2008
Contents
Is Reed's Move a Game Changer?
Upfront: ABM honors McCracken, Thompson and Verdon
Cover Story: Business Data Sales Provide Steady Revenue
Audience Development
Special Report: Circulation Executives gain a Higher Profile
Sales & Marketing
M&A
Online
Video Goes Mainstream
Events
Production
People
Benchmarks
Publisher Rankings
Endnote: Information Helps Build Client Relationships

BtoB Media Business - March 2008