Consumer Magazine Ad Share Grows in 2007

March 24, 2008

This article is included in these additional categories:

Magazines | Out-of-Home | Television

Consumer magazines’ share of media advertising revenue for full-year 2007 was nearly 18.5% – a percentage-point increase over 2006 levels of 17.5%, according to TNS Media Intelligence ad revenue data issued by the Magazine Publishers of America (MPA).

According to the data:

  • The only other medium to match mags in U.S. media share growth was internet/online display advertising (i.e., not including search), with share growth of one point, from 6.4% share in 2006 to 7.4% in 2007:

mpa-ad-revenue-share-by-medium-2007-vs-2006.jpg

  • All other non-digital media, except for outdoor, showed declines in share.
  • Overall advertising expenditures for 2007 rose 0.3% versus 2006.

In comparison to full-year 2004, the year before the Magazine Marketing Coalition launched its advertising and marketing campaign promoting the value of advertising in consumer magazines, consumer magazines advertising share was up nearly 2%, MPA said:

mpa-ad-revenue-share-by-medium-2007-vs-2004.jpg

The increase in share denotes a milestone for the Magazine Marketing Coalition, a collaboration between MPA, member publishers and magazine-partner industries such as paper companies and printers: Its goal was to increase magazine advertising revenue share by at least 1% by the end of 2007.

“Despite concerns over a softer economy, and with overall ad expenditures for 2007 relatively flat, the growth in ad share for consumer magazines demonstrates that advertisers recognize the power of our medium,” said MPA President and Chief Executive Officer Nina Link.

“And not only are magazine print properties holding their own, the digital extensions of our brands are certainly benefiting from the rise in internet spending as well.”

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