The growth of direct-to-consumer ad spending by the pharmaceutical industry has not been spread around evenly, reports MediaPost.

Print magazine ad spending by drug makers jumped 25.5 percent in the first quarter of 2007. That's largely because drug companies are buying more ad pages to make room for disclosure statements and other text.

TV spending was also up. Spending on online marketing was the only media category to see an increase but that was a paltry four percent, despite the Internet being a natural outlet for long-form marketing messages with plenty of warnings and other supporting material.