BtoB Media Business - September 2008 - (Page 26)

Benchmarks BENCHMARKS ANALYSIS Are banks’ problems catching up with banking ad sector? BY JOHN MASTERTON Financial Top 10 titles Rank Publication 1 2 3 4 5 6 7 8 9 10 Bank Advisor Investment News Servicing Management Bank Insurance Credit Union Journal Cards & Payments U.S. Banker Independent Banker Credit Union Times Credit Union BUSINESS 71.50 942.71 129.84 45.00 574.12 116.60 183.21 303.88 797.81 142.42 Ad pages YTD ’08 YTD ’07 777.11 111.83 39.00 502.35 107.97 172.59 293.22 774.36 141.00 Chg 21.31 16.11 15.38 14.29 7.99 6.16 3.64 3.03 1.01 12.83 457.21% Financial troubles may now be hitting the banking sector. According to IMS/The Auditor, Banking’s 34 titles collectively leaked nearly 2,000 ad pages through July versus the same period last year. The category’s plunge, to 7,588 ad pages from 9,354, represents an 18.88% drop in ad pages for a group that had prospered handsomely in recent years. While it’s true that ad pages alone don’t tell the full story, a review of ad spending in banking doesn’t bring much cheer, either. That figure dropped 12.29%, to $74.2 million YTD from $84.6 million in the year-earlier period. Some of this erosion may simply be from dire predictions becoming self-fulfilling, but there can be little doubt that the sector’s many high-profile problems—including bad loans, tighter credit, frequent layoffs and a host of regulatory travails—are taking a toll. Indeed, U.S. Banker may have summed it up best with a September cover story on “The painful truths.” Even so, the Source Media title ranked seventh among IMS’ top 10 gainers for the seven-month period, gaining 10.63 ad pages [+6.16%]. Source: Powered by data from IMS-The Auditor, Toronto, July 2008 Results were particularly dispiriting for six mortgage-related titles, all of which lost major ground. But not everyone took it in the neck. Three credit union titles—including Credit Union Journal (+14.29%), another Source Media entry—cracked the top 10 gainers ranking. Maybe the credit union industry’s efforts to differentiate itself from conventional banks is paying off. BIN CATEGORIES Trade publication ad pages and revenue, May 2008 Ad pages YTD ’08 YTD ’07 Category 7,325.94 8,396.56 Agriculture 9,917.80 10,153.74 Architecture, Design, Lighting 15,912.60 17,602.05 Automotive 5,587.84 5,330.74 Aviation, Aerospace & Military 15,558.71 17,233.46 Banking, Financial, Insurance 30,775.54 34,319.47 Building, Engineering, Construction 10,723.91 11,362.24 Business, Advertising & Marketing 12,376.72 13,997.51 Computing, Software, Telecom 8,618.37 9,667.53 Electronic Engineering 9,552.20 10,382.10 Government (Local, State, Federal) 71,920.32 83,232.69 Health Care (PERQ+IMS) 36,479.95 36,848.82 Mfg., Processing 3,626.77 3,762.70 Miscellaneous,* Classified 13,966.71 16,197.96 Movies, Radio, TV & Video 4,699.47 5,110.70 Pharmaceuticals 28,511.66 28,822.07 Professional Services 13,326.43 14,575.60 Resources, Environment, Utilities 6,381.85 6,744.96 Restaurants, Foodservice, Lodging, Gaming 36,017.55 39,048.96 Retail, Services 5,756.62 6,124.92 Science, Research & Development 4,130.07 4,790.70 Transportation, Logistics 9,230.87 9,423.69 Travel, Business Conventions & Meetings 360,397.90 393,129.20 Grand Total Chg -12.75% -2.32 -9.60 4.82 -9.72 -10.33 -5.62 -11.58 -10.85 -7.99 -13.59 -1.00 -3.61 -13.77 -8.05 -1.08 -8.57 -5.38 -7.76 -6.01 -13.79 -2.05 -8.33 YTD ’08 $96,532,339 118,263,121 162,703,416 77,235,574 209,481,110 288,137,835 305,086,454 367,955,275 147,167,943 108,834,907 492,560,192 388,600,560 30,992,684 195,020,037 56,469,355 304,177,069 132,939,354 97,827,202 375,194,579 66,418,703 34,109,526 183,352,436 4,239,059,671 Ad revenue YTD ’07 $90,467,905 118,596,167 190,808,465 71,758,797 223,627,204 315,969,868 310,893,326 420,791,557 171,112,990 122,596,537 537,759,010 386,853,513 30,666,924 215,063,664 60,614,124 297,143,773 142,028,786 102,998,740 407,351,708 71,276,035 38,492,953 194,711,058 4,521,583,102 Chg 6.70% -0.28 -14.73 7.63 -6.33 -8.81 -1.87 -12.56 -13.99 -11.23 -8.41 0.45 1.06 -9.32 -6.84 2.37 -6.40 -5.02 -7.89 -6.81 -11.39 -5.83 -6.25 * Miscellaneous: includes Arts, Coin-operated & Vending and Security Source: Business Information Network, May 2008 26 | Media Business | September 2008 | mediabusinessonline.com http://mediabusinessonline.com

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

BtoB Media Business - September 2008
Contents
CNET Networks' Portal Gets Major Revamp
Candid Comments About CMS Deployments
Stategic Buyers Led the Way in the First Half
Digital Technology Helps Pump Up Revenue
Sales &�Marketing
Events
Circulation
Production
People
Benchmarks
Endnote

BtoB Media Business - September 2008