Housing Recovery Drives Marketers to Shelter Magazines

The traditional magazine industry has been dealing with the inevitable shift to digital. But as the economy recovers, publications are reporting more ad page magazinereadergains. In the first quarter this year, marketers spent $4.135 billion on print ads in the format, which represents a 0.5% increase over the same period in the previous year. However, the actual number of print ads dropped 4.8%. While some segments may be having trouble in the magazine industry, analysts note that shelter is a bright spot.

Consumers are once again buying homes and that means they’re in the market for shelter-​related goods and services. In a recent Advertising Age article, magazine publishers noted that consumer interest in topics like paint and wall-​coverings and appliances is driving marketers to buy ad space that they stayed away from during the recession. To survive, many shelter magazines were filling their ad pages with messages from “auto, luxury and liquor marketers” during the downturn. Now, they are happily reconnecting with shelter category marketers. Some publications have noticed a shift since the start of the recession, though. Manufacturers are promoting more supplies for do-​it-​yourself projects. While there is a recovery underway, people are still being cautious.

Statistics from Media Industry Newsletter show that the ad pages for the shelter category grew 3.9% in the first quarter of 2013 and 7.2% in the second quarter. For June, the demand increased 8.7% and media buyers believe this trend will continue.

To learn more about Magazine Readers, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Sources: Insights and Resources. Magazine​.org. Jun. 2013. Web. 17 Jun. 2013; Sebastian, Michael. Seeking Shelter. Adage​.com. 4 Jun. 2013. Web. 18 Jun. 2013
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.