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Action Print Advertising Drops In Q1 2012

by The Editors on April 13, 2012

Mpa2The Q1 2012 numbers from the Association of Magazine Media (formerly the Magazine Publishers of America) seem to suggest that there is no bottom to the magazine advertising slide.

While we’re getting tired of saying this we’ll say it one more time: As Transworld Media is the only action sports company whose print advertising is tracked by the MPA we’ll run their numbers and use them as the harbinger for the rest of the action sports print business.

                                  2011        2012       % CHG
Transworld Skateboarding          209.12      193.51      -7.5
Transworld Surf                   181.76      167.55      -7.8
Transworld Wakeboarding            43.00       46.68      -7.9
Transworld Motocross              242.99      214.89      -11.6
Transworld Snowboarding           308.41      266.33      -13.6
Transworld Ride BMX                84.50       66.91      -20.8

Overall magazine advertising was down 8.2 percent for the quarter so Skateboarding, Surf, and Wakeboarding were ahead of the market. The other titles were decidedly not.

Advertising in Transworld’s parent company Bonnier Corp magazines (that are tracked by the MPA) were down 9.5 percent (excluding Transworld titles) while Transworld titles were down 11.5 percent over all in Q1 vs. 2011.

Brands that are still buying ads in print must be making publishers so happy, but from the looks of this they are becoming less enthusiastic. No worries though. There’s always the Internet where advertising was up 22 percent in 2011.

To look back on past Boardistan coverage of action print advertising numbers click here.

[Link: Association of Magazine Media]

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Bad Q4 For Magazine Advertising

by The Editors on January 10, 2012

MpaThe Association of Magazine Media (formerly the Magazine Publishers of America) has released their numbers for the quarter October through December 2011 and things aren't looking good at Transworld Media, the only action sports magazine publisher tracked by the MPA. Here's how it looked from best to worst.

                            2011     2010   % Change

TRANSWORLD SURF           202.94   203.98    -0.5
TRANSWORLD SNOWBOARDING   341.90   362.32    -5.6
TRANSWORLD MOTOCROSS      261.89   282.94    -7.4
TRANSWORLD SKATEBOARDING  272.60   320.64   -15.0
TRANSWORLD RIDE BMX       119.49   160.75   -25.7
TRANSWORLD WAKEBOARDING    39.50    66.50   -40.6

Total magazine advertising was down 8 percent in the quarter vs. last year so TransWorld Surf, Transworld Snowboarding, and Transworld Motocross were technically ahead of the market. Transworld Skateboarding, Ride BMX, and Wakeboarding obviously had some trouble. For a look at past coverage of the MPA quarterly numbers click here.

[Link: Association of Magazine Media]

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Action Print Advertising Not Up Last Quarter

by The Editors on October 11, 2011

MpaThe Association of Magazine Media (formerly the Magazine Publishers of America) has released their print advertising numbers for the quarter July through September 2011 and that whole recovery thing isn’t looking so strong just now. Total magazine advertising was down 5.6 percent for the quarter. And when we check in with the only action sports magazines to be tracked by the MPA (Transworld Media) we find that four of their six titles were down in ad pages sold. Check out total pages for Q3 2011 vs 2010.

                             2011       2010       %CHG
TRANSWORLD SKATEBOARDING   251.03     296.04      -15.2
TRANSWORLD RIDE BMX        134.08     152.59      -12.1
TRANSWORLD MOTOCROSS       252.43     256.26       -1.5
TRANSWORLD SNOWBOARDING    220.33     221.34       -0.5
TRANSWORLD SURF            295.70     278.42        6.2
TRANSWORLD WAKEBOARDING    159.96      93.67       70.8

Skateboarding took the biggest hit with a 15.2 percent drop, followed by Ride BMX with a 12.1 percent fall. Not sure there is much to be taken away from this other than to say that the skateboarding and BMX markets continue to feel pressure. On an up note, it appears that Wakeboarding Magazine has found a great home in Carlsbad. For past Boardistan print coverage click here, or click the link for more info from this quarter.

[Link: Association of Magazine Media]

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Action Magazine Advertising Up Again

by The Editors on January 11, 2011

MpaThe Association of Magazine Media (formerly known as the Magazine Publishers of America) has announced magazine advertising results for Q4 (October through December 2010) and things are looking up (at least vs. 2009) at action sports only tracked titles, Transworld Media.

                              2010     2009   %CHG     2008
TRANSWORLD MOTOCROSS        282.94   276.76    2.2   368.66
TRANSWORLD RIDE BMX         160.75    47.24  240.3   153.99
TRANSWORLD SKATEBOARDING    320.64   293.67    9.2   404.06
TRANSWORLD SNOWBOARDING     362.32   322.45   12.4   435.54
TRANSWORLD SURF             203.98   181.04   12.7   270.08
TRANSWORLD WAKEBOARDING      66.50    66.32    0.3   134.74

If we look back to Q4 2008 we can see there is still a ways to go before things are really back, but moving in the right direction is a great start, at least at Transworld.

[Link: Association of Magazine Media]

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Action Print Advertising On The Rebound?

by The Editors on October 28, 2010

Mpa LogoAccording to a report released by the Magazine Publishers of America magazine advertising pages during the third quarter (July to September 2010) were up 3.6 percent over the same period last year. The biggest gains were in the retail category where pages were up 7.2 percent and revenue was up 13.1 percent.
As we do most quarters we’ve checked in with the only action sports magazines followed in the Publisher Information Bureau (Bonnier Corporation’s Transworld Media) and see that things are mostly looking up. In fact Q3 looked great for all the titles aside from Skateboarding and Wakeboarding:

                            2010     2009   % Change
TRANSWORLD SNOWBOARDING   221.34   173.67   27.45
TRANSWORLD MOTOCROSS      256.26   220.08   16.44
TRANSWORLD SURF           278.42   244.34   13.95
RIDE BMX                  152.59   148.36    2.85
TRANSWORLD SKATEBOARDING  296.04   337.05  -12.17
WAKEBOARDING               93.67   116.83  -19.82

Maybe those iPad magazine apps were just digital overkill. To see how the rest of the magazine world stacked up click here.

[Link: Magazine Publisher of America]

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Q1 Magazine Advertising Down 26 Percent

by The Editors on April 15, 2009

Img 5302.JpgThe Magazine Publishers of America just released their print advertising numbers for Q1 2009 (Jan. to Mar. 2009 vs. 2008) and as might be expected things are not looking good. On average pages in the titles tracked by the MPA are down 26.1 percent and revenue is down 20.6 percent.

In the action sports magazine space Transworld Media has the only titles tracked and advertising pages were down across the board. Here are Transworld Media advertising page totals for Q1 2009 as reported by the MPA.

                              2009       2008    %Change
TRANSWORLD SKATEBOARDING    304.15     369.17      -17.6
TRANSWORLD SNOWBOARDING     359.48     429.11      -16.2
TRANSWORLD SURF             195.54     279.69      -30.1
RIDE BMX                     75.16      93.34      -19.5
TRANSWORLD MOTOCROSS        244.17     259.04       -5.7

According to the MPA, in the first three months of this year Transworld Media print advertising was down a total of 251.85 pages when compared to the same period in 2008. Assuming that a page in the magazines cost on average $2,500 this drop in ad pages represents about $630,000 in revenue.

On a positive note: when compared to the magazine market in general Transworld’s titles are doing well, about 10 percent ahead of the market in every mag but Transword Surf. So by that metric, things are looking pretty good.

Then again, we don’t think the print advertising market will ever get better.

[Link: Magazine Publishers of America]

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Action Magazine Ads Up In First Half vs. 2010

by The Editors on August 15, 2011

MpaIn a review of magazine advertising for the first half of 2011 (January through June) the The Association of Magazine Media is reporting that business is slightly up compared to 2010. But only by 1.3 percent. In the action sports magazine space*, however, Transworld Media is pulling through with gains much higher than the average on every title except Skateboarding and Wakeboarding.

Here’s how the titles look in order of performance based on total advertising pages sold in first six months of the year (click here for past reports):

                           2011       2010    %Chg
TRANSWORLD MOTOCROSS     500.22     440.49    13.6
TRANSWORLD SURF          407.77     372.29     9.5
TRANSWORLD RIDE BMX      130.25     120.41     8.2
TRANSWORLD SNOWBOARDING  351.08     337.17     4.1
TRANSWORLD SKATEBOARDING 432.24     463.30    -6.7
TRANSWORLD WAKEBOARDING  205.86     222.48    -7.5

*Transworld Media is the only action sports publishing company whose titles are tracked by The Association of Magazine Media’s Pub PIB.

[Link: Association of Magazine Media]

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Overall Print Ad Pages Begin To Level

by The Editors on July 12, 2010

Mpa LogoThe Magazine Publishers of America today (July 12, 2010) released their Q1 2010 survey of magazine advertising pages (April through June 2010 vs 2009) and this time it looks like the death spiral has stopped. Print ad pages were actually up .8 percent against the same quarter in 2009.

At Bonnier Corporation’s Transworld Media it is a bit of a different story. All of Transworld’s titles (unfortunately, the only action sports publications tracked by the MPA) continued their downward slide–some more than others.

                            2010      2009   % Change
TRANSWORLD SURF           221.03    230.67     -4.2
TRANSWORLD MOTOCROSS      237.00    248.71     -4.7
TRANSWORLD SNOWBOARDING    46.67     52.84    -11.7
TRANSWORLD SKATEBOARDING  220.51    334.67    -34.1
RIDE BMX                   45.00    127.33    -64.7

According to the MPA report page losses at TransWorld Surf the magazine that saw a 22.6 percent drop in Q1 has slowed to only 4.2 percent. Transworld Skateboarding page losses, however, have accelerated from 20.2 in Q1 to 34.1 percent in Q2.

One industry observer compared the first half of 2008 to the first half of 2010 and put it this way: “Transworld Skateboarding has gone from 802 ad pages to 463 in just two years.”

Transworld isn’t home to Bonnier’s only drops. Wakeboarding Magazine is down 32.6 percent for the quarter and Ski and Skiing, the two titles that were down in the mid double digits in Q1 2010, are missing from the Q2 reports.

[Link: Magazine Publisher of America]

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Print Ad Pages Still In Downward Spiral

by The Editors on April 12, 2010

Mpa LogoThe Magazine Publishers of America released their Q1 2010 survey of magazine advertising pages last week and guess what? Things aren’t getting worse as quickly as they were last year at this time. Last year Q1 ad pages were down 26 percent industry wide. This year, they’re only down 9.4 percent.

What does this mean to action sports media? Unfortunately, the only action sports titles tracked by the MPA are Bonnier’s Transworld Media titles. And while last year they did better than the industry average, this year they are more than double below (even after shuttering Quad Off-Road Magazine last year).

Here’s how it looks for the Transworld titles:

                              2010      2009     %change
TRANSWORLD SURF             151.26    195.54       -22.6
TRANSWORLD SKATEBOARDING    242.79    304.15       -20.2
TRANSWORLD SNOWBOARDING     290.50    359.48       -19.2
TRANSWORLD MOTOCROSS        203.49    244.17       -16.7
RIDE BMX                     75.41     75.10         0.3

According to the MPA, in the first three months of 2010 Transworld Media print advertising was down a total of 215.3 advertising pages when compared to the same period in 2009. Assuming an average rate per page of $2,500 this represents about $538,250 in revenue for the quarter.

Then again, the Transworld titles look great when compared to many of Bonnier’s magazines. For instance, in the same quarter Wakeboarding was down 49 percent, Skiing Magazine down 41 percent, and Sport Diver was down 36.5 percent vs. 2009. In fact, of all the magazines tracked by the MPA, Bonnier had six of the ten biggest percent Q1 advertising losers in US publishing.

It wasn’t all bad news in print advertising according to a story in The New York Times. Three categories of magazine advertising were actually up:

. . . financial, insurance and real estate (up 11.3 percent from 2009); cosmetics and toiletries (up 7.6 percent) and automotive (up 1.3 percent.)

Guess we’re going to see more double pits to chesty advertising in the near future. . .

[Link: Magazine Publishers of America and New York Times]

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