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Consumer magazines' share of US media ad revenue for '07 was nearly 18.5 percent, an increase over '06 levels of 17.5 percent, according to TNS Media Intelligence ad revenue data issued by the Magazine Publishers of America (MPA), reports MarketingCharts.
The only other medium to match mags in share growth was internet/online display advertising (i.e., not including search), with share growth of one point, from 6.4 percent share in 2006 to 7.4 percent in 2007, MPA said.
Other non-digital media, besides outdoor, showed declines in share, and overall ad expenditures for '07 rose 0.3 percent versus '06.
Compared with 2004, the year before the Magazine Marketing Coalition launched its ad and marketing campaign promoting the value of advertising in consumer magazines, consumer magazines advertising share was up nearly 2 percent, MPA said:
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 percent 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."
