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Media Intelligence : July 2007
Who were the Top 10 in Consumer Magazines in 2006? In this issue of Media Titles we have reviewed the overall advertising performances of 119 business and specialist publications monitored in 2006, and compare their estimated revenues and page volumes with the previous calendar year. In a tough competitive market during 2006, where main media managed just a 2% estimated growth in ad spending, the business- titles sector actually grew by a respectable 3.5% in estimated ad revenues and 2.5% in total ad-page volumes. Our Medialog Business system presents overall ad-category performances across 18 publication sectors, from both an estimated revenue and page- volumes perspective for the past two calendar years. We also review the Top 10 products advertised over the latest 12-month period to February 2007, which revealed a 49% increase year on year for an estimated $21.8m. With over 136 magazines tracked in our Medialog Consumer system, we take a look at the hot category of mobile communications and list the Top 5 products advertised in all other main media and their spend in consumer magazines. Also we present the Top 10 advertisers in consumer magazines to see who spent what in calendar 2006, and how the overall $94m was split for an increase of 13.2% year on year. Overall, the results demonstrate that magazines, and in particular the business-and-specialist-publications sectors, enjoyed positive growth in calendar 2006 and appear to be continuing to do so in early 2007, despite tougher times for other media. About the Nielsen Company The Nielsen Company is a global information and media company with leading market positions and recognised brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem in the Netherlands, and New York, USA. For more information, please visit www.nielsen.com. BUSINESS AND SPECIALIST PUBLICATIONS AD SPENDING UP 3.5% IN 2006 SECTOR FINISHES AHEAD OF OVERALL MAIN CONSUMER MEDIA IN 2006 DID YOU KNOW THAT...? t An estimated $13 million was spent on direct-mail magazine o ers in 2006, with 7% of this subscription advertising emanating from business-to-business publishers. t Major computing companies spent an estimated $14.2 million in consumer magazines, with many clever creative ideas that were suited to the business-and- specialist-publications sector. t Luxury-car marketers spent $26.7 million in main media to reach the very same consumers that business titles reach more cost-e ectively: IT specialists, doctors, nancial directors, pharmacists, marketing professionals, veterinarians. t An estimated $950 million was spent in Australia s top leading consumer magazines in 2006. t Australian professionals are more likely to be light or non-commercial TV viewers and they are 14% more likely than the general Australian population to be heavy non-commercial TV viewers. Sources: Nielsen Media -- MailPix, Medialog, MediaPix, AdEx and Panorama Peter Cornelius, managing director of Nielsen Media Research, comments on the top consumer magazines of 2006. 18 MediaTitles Media intelligence
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