Seeking Shelter: Housing Recovery Boosts Mags
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Publishers are heading into summer optimistic about a housing recovery that’s restoring confidence — and spending — to advertisers in the home category.
Last week, Standard & Poor’s Case-Shiller home-price index posted its biggest gains in seven years. Other indicators, such as building permits and new and existing home sales, are also showing promise. “The boost in spending from the house category has been new,” said Lucy Schmidt, print director at media-buying agency Empower MediaMarketing. “That’s a direct reflection of the housing market.”
Ad pages in the national shelter-magazine category climbed 7.2% in the second quarter, buoyed by an 8.7% increase in June issues over the year prior, driving year-to-date growth of 6%, according to the Media Industry Newsletter. Monthly magazines overall saw ad pages drop 0.9% in the second quarter, following a flat first quarter, MIN’s data show.
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