Magazines buck advertising downturn with 8.1% growth

Magazines have emerged as an unlikely bright spot in Australia's media market, recording 8.1% growth in ad revenue as overall advertising expenditure declined.

The latest Guideline SMI figures show magazine spending increased year-on-year alongside outdoor advertising, which rose 10%, while television, radio and newspapers all recorded declines.

The results come amid renewed interest in consumer publishing, with the September figures suggesting advertisers are continuing to find value in the medium despite the industry's long-term shift towards digital channels.

The growth follows a flurry of activity in Australian magazine publishing. Last month Glamour returned to print with a special Australian edition, while Are Media has been investing in its portfolio of magazine brands for the local and international markets.

But while magagzines are growing, Australia's overall ad market declined 5.2% in September compared with the same month last year.

Broadcast television recorded the sharpest decline among the major channels, falling 13.8%, while newspaper advertising dropped 10.3% and radio declined 6.3%. Cinema slipped 0.5%. Digital spending was down 4.9% on currently reported figures, but the result remains provisional as late bookings are reconciled.

Outdoor continued its strong performance, with street furniture leading the sector's September growth.

Despite the softer month, Australia's advertising market remains 0.8% ahead of the first nine months of 2025, with expenditure increasing in seven of the nine months reported so far this year.

August spending has also been revised upwards to show growth of 3%, reflecting the impact of late-reported digital activity.

Guideline SMI chief insights and analytics officer Sean Wright said traditional media continued to command a larger share of Australian advertising expenditure than in many international markets.

“Traditional media has a bigger share of total ad spend in Australia than we see in many other markets,” Wright said.

“But Digital now comprises 46% of total media agency allocations, and late or complex trades can take some weeks to be reconciled, which can influence market dynamics.”

Forward bookings for October and November are tracking ahead of the corresponding period in 2025 when digital is excluded, suggesting advertising demand is holding up despite continued pressure on consumer spending.

Government, automotive and restaurant advertisers have helped sustain the market throughout the year, with seven of the 10 largest advertising categories increasing expenditure.

Banking, travel and communications have been among the weaker categories.

“Total ad spend has increased in seven out of nine months this calendar year, and if demand remains strong in Digital, the outlook is encouraging,” Wright said.