Ad Spending Up in Consumer Magazines, But Down for B-to-B Pubs in ’07
Total advertising expenditures within the consumer magazines category in the opening quarter of 2007 increased 7.1 percent over the first quarter of 2006, according to a report released this week that tracks ad spending across all media categories. The business-to-business magazine category saw a 5.2-percent decrease during this same period, however.
The report, published by TNS Media Intelligence—a provider of advertising research and analysis—says total advertising expenditures across all media categories fell 0.3 percent in the first quarter of 2007 compared to the first three months of last year.
Magazines accounted for 19.2 percent of all media spending through this year’s first quarter, up 0.9 percent from 18.3 percent during the same period a year ago.
“After a sluggish January, the pace of advertising expenditures picked up slightly at the end of the quarter,” says Steven Fredericks, president and CEO of TNS Media Intelligence. “We must also recognize that 2007 first-quarter results are adversely affected by comparisons against last year’s Winter Olympics. However, after factoring out the incremental contribution of special events, it is apparent that core growth rates have slowed further from last year’s lackluster levels.”
Spending within the local newspapers category fell 4.6 percent and radio spending declined 2.1 percent.