Magazine Publishers of America
Thanks to our Advertisers
NEW YORK, NY (September 18, 2007)—Consumer magazines posted a one percent share increase in advertising revenue for the first half of 2007 compared to the same time period in 2006, it was announced today by Nina Link, President and Chief Executive Officer, Magazine Publishers of America (MPA). The information is based on the latest advertising revenue data from TNS Media Intelligence.
Consumer magazines registered the highest gain in ad share of all non-digital media categories, including television*, newspapers, radio and outdoor, comparing the First Half of 2007 to the same period in 2006. Consumer magazines first half 2007 revenue share of 17.7% represents a 1% share point increase over First Half 2006, when magazine share was 16.7%. Only U.S. Internet online display advertising, which does not include Search, posted a higher share change (1.1%) than magazines.
Additionally, the share of the media spend in consumer magazines in First Half 2007 rose 1.9% compared to First Half 2004, which was the year before the Magazine Marketing Coalition launched its advertising and marketing campaign promoting the value of advertising in consumer magazines.
MEDIA ADVERTISING SHARE FIRST HALF 2007 VS. FIRST HALF 2006
Media
Jan-June 07 % share
Jan-June 06 %share
Share % change
Total Consumer Mags
17.7%
16.7 %
1.0%
Total TV
44.9%
45.6%
-0.6%
Total Newspaper
17.6%
18.6%
-1.1%
Total Radio
7.0%
7.2%
-0.2%
U.S. Internet
7.5%
6.3%
1.1%
Outdoor
2.6%
2.5%
0.1%
Source: TNS Media Intelligence
MEDIA ADVERTISING SHARE FIRST HALF 2007 VS. FIRST HALF 2004
Jan-June 04 %share
15.8%
1.9%
44.7%
0.2%
20.3%
-2.7%
7.9%
-0.9%
5.3%
2.2%
2.3%
0.3%
These numbers demonstrate the vitality of the magazine medium, said Ms. Link. For two quarters in a row, magazine ad revenue share has increased on a relatively flat page count as the overall ad market declined. Advertisers continue to recognize that consumers connect powerfully with both the editorial and advertising in our medium. Magazine readers value the advertising; they dont try to avoid it.
The Magazine Marketing Coalition was formed in 2005 with a three-year effort to communicate the power of magazines with consumers to the advertising community, utilizing advertising campaigns, third-party research, tools for magazine sales forces, seminars, events and public relations initiatives. More information on the Magazine Marketing Coalition is available on www.magazine.org/beyondthepage.
*While the overall TV category was down 0.6% for First Half 07 versus First Half 06, the cable-TV sub-category was up 0.7% in that same period.
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