Newspaper Association Slams TNS Over Ad Share Report
Last week, the Magazine Publishers of America reported a one percent increase in consumer magazines’ share of the media advertising revenue pie during the first half of 2007, citing TNS Media Intelligence figures. Folio: Alert published a piece citing both under the headline “Magazines Eclipse Newspapers in Ad Revenue Share: Report.”
The Newspaper Association of America senior vice president and chief marketing officer John Kimball sent a scathing letter to Folio:, calling the report “an interesting piece of fiction” and claiming the data was “faulty.”
“Rather than reporting facts about the newspaper industry, [Folio:] makes the all-too-common mistake of drawing an inaccurate conclusion from faulty data and an apples-to-oranges comparison,” Kimball wrote. “TNS Intelligence does not track ad revenue from all newspapers; instead it measures less than 15 percent of the daily papers in the United States.”
“In addition,” Kimball continued, “TNS doesn’t even measure all ad categories in newspapers it tracks; it provides a paid service and evaluates only the areas its clients request. Finally, since the article discusses ad shares, it is somewhat alarming that the author fails to mention that TNS data does not track the direct mail category, which has the largest advertising share according to Universal McCann annual estimates. It is difficult to come up with an accurate assessment of newspapers’ total advertising share when the full spectrum of newspapers and other media are not included.
“The bold conclusion that magazines have ‘eclipsed’ newspapers in ad revenue share is untrue.”
The MPA and TNS did not immediately return requests for comment.