While national consumer magazines cumulatively recorded sub-par advertising numbers in first-quarter 2014, we were particularly excited by one of the bright spots we uncovered. Through February, we found that ad pages from financial & real estate brands increased by 33.5% from the same period in 2013, as measured across 158 national consumer magazines. We also found that there were 52 different brands that increased their investment in ad pages within these magazines during this period.
The reason we’re so enthusiastic about the return of financial & real estate advertising to magazines is that this is a huge advertising sector for magazines. In the first two months of 2014, the category placed 542.5 ad pages. The increased spending in from financial & real estate firms is likely a sign of the recovering economy, and could be an indicator that other advertising categories will pick back up in the near future.
Another positive sign is that the ad page gains came from many key subcategories of the financial & real estate market, including insurance (+28%), financial institution (+13%), financial product (+129%), and franchise opportunities (+37%).
Here's another chart indicating which magazines had the largest share of advertising in the category.