Business Magazines Week Launches

This morning saw the launch of Business Magazines Week. The week will focus on the role of the business medium, with a variety of events as well as a £1m burst of activity in the media and marketing presss. Organised by the PPA, the generic campaign will promote what the PPA claims is currently the fastest growing medium.

At today’s launch PPA chief executive Ian Locks presented research into business confidence. All 85 business sectors were researched, and 395 titles (60% of all PPA’s business titles) replied.

In response to the question “Do you expect trading conditions within the industry sector your magazine covers to improve, remain the same or worsen over the next 12 months?”, 71% predicted an improvment, 21% expect things remain the same and 8% expect things to worsen. In response to levels of optimism compared to three months ago, 41% were more optimistic, 52% the same and just 6% less.

Titles were also asked to estimate the likely level of dislay and classified advertising revenue in the next 12 months. Over 43% of those questioned expect recruitment advertising to increase. The overall confidence rating

The overall confidence rating for 1995 is 63 out of a possible 100, with all markets except one forecasting growth. That one is medical, where government regulation has restricted the use of branded drugs in favour of cheaper generics. The most confident sectors are catering, electronics, road transport and travel.

ALL MARKETS CONFIDENCE RATING: TRADING CONDITIONS OVER THE NEXT 12 MONTHS

AGRICULTURE                     + 73            MOTOR TRADE                     + 67
BUILDING AND ARCH               + 75            RADIO & TV                      + 60
BUILDING SERVICES               + 67            ROAD TRANSPORT                  +100
CATERING                        +100            SHIPPING                        + 57
CHEMICALS                       + 80            TRAVEL                          +100
CIVIL ENG & CONST               + 83            INDUSTRIAL                      + 81
COMPUTING                       + 68
ELECTRICAL                      + 83            OVERALL CONFIDENCE              + 63
ELECTRONICS                     +100
PROPERTY                        + 57
FINANCE                         +  8
GENERAL                         + 75
GROCERY & LICENCE               + 39
MARKETING                       + 71
MEDICAL GP                      - 70

PPA: 071 379 6268