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PIB to Report Mag. Ad Revenue Only Quarterly

The Publishers Information Bureau, a service of the Magazine Publishers of America, is now releasing is magazine revenue and page number reports only on a quarterly basis, after having released the reports monthly for at least 25 years.

The change, effective with the July release that will cover the first half of 2007, will align the magazine industry with other media trade groups which report their industry’s ad revenue every quarter, according to the MPA, MediaPost writes. The quarterly reports will provide a better view than the monthly ones, which can be volatile, says Ellen Oppenheim, executive vp and CMO of the MPA.

Many of the major ad agencies will continue to get monthly media spending information from providers such as TNS Media Intelligence, which provides the PIB with its data, the article points out.