New research from the
Advertising Association suggests that business to business magazines will suffer due to the forthcoming slump in ad spending. Despite a predicted rise in advertising revenue for b2b magazines of 48m (to £1.38 billion) this represents a decline in growth year on year, 3.5% for 2000-2001 compared to 5.3% in 1999-2000.
Many industry watchers have warned that a slowdown in adspend will occur and companies such as Granada and Carlton have concurred with these forecasts. Large advertisers such as Procter & Gamble have reduced spending and analysts have reduced their forecasts accordingly.
