National Magazine Ad Spending Up 7.6 Percent; Regional, B-to-B Down

Nielsen: Internet climbs 18.9 percent in 2007.

By Joanna Pettas
03/31/2008

U.S. advertising spending increased 7.6 percent for national magazines in 2007, according to the latest figures from the Nielsen Company's Monitor-Plus.

Marketers' spending on b-to-b magazines, however, fell 4 percent, while "local" titles saw a 1.7 percent drop.

Overall advertising spending increased 0.6 percent. Internet advertising, not surprisingly, led all other media categories with an 18.9 percent increase. National magazines saw the second highest gain, with outdoor advertising following close behind with a 7.2 percent increase.

Spending on network television, hit hard by the Writers Guild strike last fall, dipped 1.5 percent when compared to 2006.

Advertising for national newspapers took the hardest hit, slipping 7.7 percent in 2007. Late last week, the Newspaper Association of America released its year-end numbers showing advertising revenue down 9.4 percent, the worst drop in more than 50 years.

Ad Spending 2007 vs. 2006	%CHNG
Internet	18.9
National Magazines	7.6
Outdoor	7.2
National Sunday Supplements	4.9
National Cable TV	2.2
Spanish-Language TV	1.5
Network TV	-1.5
Local Magazines	-1.7
Spot Radio	-2
Spot TV Markets 101-210	-2.6
Network Radio	-3.9
B-to-B Magazines	-4
Local Sunday Supplements	-4.9
Spot TV Markets 1-100	-5.1
Local Newspaper	-7.5
National Newspaper	-7.7
SOURCE: Nielsen Monitor-Plus