Trade magazines' influence wanes

Callahan, Sean
June 2004
B to B;6/7/2004, Vol. 89 Issue 6, p14
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.


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