Folio.com reported, “The Publishers Information Bureau released its quarterly report this morning, and, unsurprisingly, consumer magazine publishers are having a tougher time selling ads in 2008 than they did in 2007.

Total rate-card-reported advertising revenue fell 1.2 percent during the first three months of the year. But ad pages—considered the more telling statistic, given the discounts many magazine publishers give to frequent advertisers—fell 6.4 percent.”

So, where is the money going? Many see evidence that it is shifting online. ”EMarketer.com reported that, “ZenithOptimedia has substantially increased its global online advertising forecasts, reflecting a continued shift from traditional to digital media. The firm projects that, by 2010, global online advertising spending will reach $67 billion and account for 12.3% of total ad spending. The previous forecast estimated $61 billion and 11.5% respectively.”

Throughout 2008 online spending will reach and may exceed $47.7 billion. ZenithOptimedia notes that this is 9.7% of total media spending. The report goes on to indicate that online video and local search are providing a boost to online advertising, while in the longer term, behavioral targeting is expected to eventually spur many new opportunities for advertisers.

Even with the Olympics and presidential election campaigns in our future, overall ad spending in the US is in the toilet. Everyone is hurting, except online. I believe that due to the lower cost of production and the non reliance on the USPS, Internet advertising will not only be more resilient than traditional media, it will grow. Many predict that in 2009, 10% of all US ad dollars will go online.

So, what are you going to do to get your “piece of the virtual ad pie”? The first step is to provide the ad units that advertisers needs to see great ROI. Read my last blog post for more on this topic. Second, you need a media kit that uses your Internet assets to increase the total print buy with your magazine. In essence, a 4 color ad may cost $1k with your magazine and a banner may cost $500. Buy them both for $1,200 and save $300. Make your value proposition so good that even a seasoned media buyer will take the bait.

The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please visit Ryan’s online at http://www.RyanDohrn.com or e-mail him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Sources: http://www.emarketer.com/Article.aspx?id=1006130&src=article_head_sitesearch

http://www.foliomag.com/2008/magazine-ad-revenue-pages-decline