Global magazine advertising expenditure – additional information
Magazine advertising expenditure worldwide was forecast to decline from 27.57 billion U.S. dollars in 2014 to 22.88 billion U.S. dollars in 2016. As magazines move into the digital age, online advertising is expected to play an increasingly large role in the magazine advertising industry. By 2020, it is expected that digital consumer magazines will generate 18.73 billion U.S. dollars in advertising revenue, compared to 8.17 billion U.S. dollars in 2015.
Advertising spending in magazines in the United States has also decreased slightly in recent years, with periodical publishers generating an estimated revenue of just under 12.5 billion U.S. dollars in 2014, in contrast to almost 14 billion U.S. dollars in 2010. The revenue through advertising space in 2014 nevertheless represented the largest proportion of overall revenue generated by periodical publishers in the United States. A further 10.44 billion U.S. dollars was generated through subscriptions and sales, and five billion U.S. dollars through all other operating revenue.
The French cosmetics and beauty company, L'Oréal, was the leading magazine advertiser in the United States in 2015, with a total ad spend of 716.7 million U.S. dollars. The American consumer goods company, Procter & Gamble, was the second highest advertising spender, paying a total of 537.1 million U.S. dollars for magazine advertisements in 2015.