TITLE

Trade magazines' influence wanes

AUTHOR(S)
Callahan, Sean
PUB. DATE
June 2004
SOURCE
B to B;6/7/2004, Vol. 89 Issue 6, p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
A new report by media merchant bank firm Veronis Suhler Stevenson (VSS) chronicles the rise of the communications industry as an economic force. But the report also shows the waning influence of trade publications. It defines the communications industry broadly, including TV advertising, book publishing, newspapers, public relations and a host of other sectors. For the period 1975 to 2007, the report projects that total advertising spending will have grown to $231.9 billion from $22.4 billion-a more than tenfold increase. Despite that growth in aggregate revenues, VSS projects business magazines will see their slice of the advertising pie cut almost in half between 1975 and 2007, dipping to 5.1% of total advertising spending from 9.5%. Jim Rutherfurd, however, pointed out that most of the backpedaling took place in 2001, when business magazine ad revenues declined 19.7%, and 2002, when they fell again by 15.4%. Rutherfurd indicated that the predicament for b-to-b media overall isn't as bad as it looks, despite the difficulties on the print side.
ACCESSION #
13465888

 

Related Articles

  • Despite New Approaches, Traditional Media Prevail. Mandese, Joe // Television Week;8/11/2003, Vol. 22 Issue 32, p13 

    Reports on the trend in media planning in the U.S. as of August 2003. Creation of strategic planning positions; Information on the 2003 edition of Veronis Suhler Stevenson's Communication Industry Forecast; Share of advertising budgets that will be enjoyed by traditional advertising in 2007.

  • Ad-Supported Media Losing Ground. Mandese, Joe // Television Week;8/9/2004, Vol. 23 Issue 32, p17 

    Provides information on the "Communications Industry Forecast & Report" on advertisement-supported media released by Veronis Suhler Stevenson in the U.S. in August 2004. Statistics on media usage, revenues and market shares of the television industry; Decrease in advertisement-supported media...

  • Ad Spending on the Rise. Higgins, John M. // Broadcasting & Cable;8/2/2004, Vol. 134 Issue 31, p5 

    Forecasts the market performance of the television broadcasting industry in the U.S. in 2008. Growth in television advertising spending, according to the forecast of investment-banking firm Veronis Suhler Stevenson; Factors that contributed to a decline in the advertising growth; Increase in...

  • Market Indicators.  // MediaWeek;11/21/2005, Vol. 15 Issue 42, p3 

    The article offers information on mass media advertising in the United States as of November 21, 2005. Telecommunication, retail and motion pictures continue to drive prime time advertising. Children network inventory is tight in cable television advertising. Some categories showing market...

  • An Agency Perspective On The French Market. Goldrich, Robert // SHOOT;6/10/2005, Vol. 46 Issue 21, p25 

    Presents insights on the advertising industry in France. Challenge faced by Carrefour concerning a restriction that will not permit department stores to run commercials on television; Information on Evian's international spot television titled "Voices"; Enthusiasm over new-media opportunities...

  • Blame it on the boys. Hume, Emily // Advertising Age;2/8/1993, Vol. 64 Issue 6, pS-6 

    This article focuses on issues related to sexist commercials in the U.S. in 1993. Boys are clearly favored in commercials. Almost all the cartoon characters, spokespeople and actors you see in commercials are boys. And most commercials seem to be targeted to boys, especially toy commercials....

  • Networks Settle for Less. GUTHRIE, MARISA // Hollywood Reporter;6/29/2012, Vol. 418 Issue 23, p20 

    The article reports on the sale of airtime by television networks at advantageous prices, that urged, mass media buyers and television sales team to close the booking in upfront commitments.

  • Sands claims TV industry 'shy' of ad-funded shows. Turner, Catherine // Marketing Week;6/1/2006, Vol. 29 Issue 22, p15 

    The article reports that broadcasters are shying away from advertiser-funded programming in Great Britain because they are scared and want to protect their revenue streams according to Marc Sands, marketing director of the Guardian. Television companies are scared of genuine innovation and would...

  • Notes and Comment.  // New Yorker;10/7/1967, Vol. 43 Issue 33, p41 

    The article criticizes what is shown in television in the New York City. Much of the material was found to familiar and rotten. The only examples of television shows recommended for the intelligent adult viewer are the commercial for Alka-Seltzer which depicts a man arguing with his stomach, and...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics