Data Reveals Mags Are Fastest Growing 'Non-Digital' Ad Medium

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Data Reveals Mags Are Fastest Growing 'Non-Digital' Ad Medium
by Joe Mandese, Tuesday, Jun 12, 2007 7:33 AM ET
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=62198&Nid=31265&p=204904
WHILE THE CONVENTIONAL WISDOM MAY be that print is becoming a less than robust advertising medium in the digital age, some pretty important numbers appear to refute that. In an analysis of ad spending trends schedules to be announced today by the Magazine Publishers of America, the trade organization finds that consumer magazines have been gaining -- not losing -- share of advertising budgets. The report, based on an analysis of data from ad tracking firm TNS Media Intelligence, indicates that magazines had a 16.6% share of ad spending in the media monitored by the firm during the first quarter of 2007, up one share point from 15.6% during the first quarter of 2006, and up nearly two share points from 14.7 during the first quarter of 2004.
That makes magazines the fastest growing medium except for the Internet, which grew 1.1 share points to 7.7% of U.S. ad spending during the first quarter of 2007. Importantly, TNS MI's Internet data excludes things like paid search, which would make the medium's share and rate of growth much greater than the display ad spending estimates included in its calculations.

But when online is taken out of the mix, magazines emerge as the most vital of the major traditional media, according to the MPA's analysis, which shows magazines taking share from all other non-digital media, with the exception of out-of-home.

The biggest share gains appear to be coming at the expense of newspapers, which fell 0.9 point since the first quarter of 2006, and a whopping 3.1 points since the first quarter of 2004. Radio declined 0.1 point since the first quarter of 2006, and 0.8 point since the first quarter of 2004.

And while TV lost share over the past year, declining 0.8 point from the first quarter of 2006, it is actually up 0.8 point since the first quarter of 2004.




MEDIA ADVERTISING SHARE Q1 2007 VS. Q1 2006

Media
Jan-Mar 07 % share
Jan-Mar 06 %share
Share % change






Total Consumer Mags
16.6%
15.6%
1.0%

Total TV
46.2%
47.0%
-0.8%

Total Newspaper
17.9%
18.7%
-0.9%

Total Radio
6.5%
6.7%
-0.1%

U.S. Internet
7.7%
6.5%
1.1%

Outdoor
2.4%
2.4%
0.0%


Source: TNS Media Intelligence


MEDIA ADVERTISING SHARE Q1 2007 VS. Q1 2004

Media
Jan-Mar 07 % share
Jan-Mar 04 %share
Share % change






Total Consumer Mags
16.6%
14.7%
1.9%

Total TV
46.2%
45.4%
0.8%

Total Newspaper
17.9%
21.0%
-3.1%

Total Radio
6.5%
7.3%
-0.8%

U.S. Internet
7.7%
5.6%
2.1%

Outdoor
2.4%
2.2%
0.2%



Trade Shows Continue To Outpace Ad Pages, Grow 5.3% During First Quarter
by Joe Mandese, Tuesday, Jun 12, 2007 7:33 AM ET
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=62201&Nid=31265&p=204904
TRADE SHOWS CONTINUE TO BE fueling the growth in the business-to-business media industry, according to the latest findings from American Business Media. Trade shows, conferences and events, a category the ABM has dubbed, "face-to-face media," took in $2.94 billion in revenues during the first three months of 2007, up 5.3% from the first quarter of 2006. During that same period, trade magazine ad pages fell 2.9%, and print advertising revenues declined 1.2%. Ad pages in the business press took an even steeper decline during March, dropping 5.1% from March 2006, with print ad revenues falling 2.6%.
Although magazine ad pages and revenues remain essentially flat, there are strong category performers for print, including the architecture/design/lighting category, with a year-to-date increase in ad revenue of 10.7%; professional services, which followed with a 9.4% increase; and the resources/environment/utilities category, with an 8.3% increase.

In recent months, the ABM has begun emphasizing the growth of new sources of B-to-B publisher revenues, especially online advertising and trade shows.