NEW YORK, NY (March 20, 2008)—Consumer magazines’ share of media advertising revenue for full-year 2007 was nearly 18.5%, marking a percentage point increase over 2006, when magazine share was 17.5%, it was announced today by Nina Link, President and Chief Executive Officer, Magazine Publishers of America (MPA). The only other medium to match magazines in media share growth is U.S. Internet online display advertising (which does not include Search), with share growth of one point, from 6.4% share in 2006 to 7.4% in 2007. All other non-digital media except for Outdoor showed declines in share. Overall advertising expenditures for 2007 rose 0.3% versus 2006. The information is based on the latest U.S. advertising revenue data from TNS Media Intelligence.
Additionally, 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 rose 2%. 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, whose goal was to increase magazine advertising revenue share by at least 1% by the end of 2007.
MEDIA ADVERTISING SHARE FY 2007 VS. FY 2006
|
Media |
Jan-Dec 07 % share |
Jan-Dec 06 %share |
Share % change |
|
|
|
|
|
|
Total Consumer Mags |
18.44% |
17.47% |
+0.97% |
|
Total TV |
44.42% |
44.87% |
-0.45% |
|
Total Newspaper |
17.40% |
18.43% |
-1.03% |
|
Total Radio |
7.01% |
7.31% |
-0.30% |
|
U.S. Internet |
7.41% |
6.42% |
+0.99% |
|
Outdoor |
2.64% |
2.52% |
+0.12% |
Source: TNS Media Intelligence
MEDIA ADVERTISING SHARE FY 2007 VS. FY 2004
|
Media |
Jan-Dec 07 % share |
Jan-Dec 04 %share |
Share % change |
|
|
|
|
|
|
Total Consumer Mags |
18.44% |
16.49% |
+1.95% |
|
Total TV |
44.42% |
44.72% |
-0.30% |
|
Total Newspaper |
17.40% |
19.94% |
-2.54% |
|
Total Radio |
7.01% |
7.78% |
-0.77% |
|
U.S. Internet |
7.41% |
5.15% |
+2.26% |
|
Outdoor |
2.64% |
2.25% |
+0.39% |
Source: TNS Media Intelligence
“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 Ms. 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.”
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.
