Mag Ads Are Now Better Value

New research from the Henley Centre has shown that advertising spend for both newspapers and magazines now offers similar value for money. The time devoted to magazines has seen an increase as the time spent reading newspapers has decreased so that the two now offer comparable ad value in terms of cost per hour of reading.

Since 1987 the price of advertising in magazines per hour of reading has fallen from 108p to 53p; in newspapers however it has risen from 50p to 52p. Magazines have increased their value for money as the industry as a whole has seen a levelling out of demand.

Paul Edwards of the Henley Centre explained that the proliferation of media today is putting pressure on the industry as a whole: “Every new piece of media is competing for a fixed pot of attention with all the existing media. So if we consider attention given to reading, the growth in time devoted to magazines has been matched by a decrease in time given to newspapers; and there is every reason to expect this to continue.”

The research was presented at the A.G.M. of the Periodical Publishers Association, in which chairman Sally Cartwright called for the publishing industries to work together to face the threats created by electronic and broadcast media. “When we compare the publishing industries with other sectors we see big powerful commercial sectors represented by federations and alliances which can talk to government – and be heard because of their importance in the national interest.”

She said that this should not however lead to diminished competition within the industry: “I want magazines to be able to compete strongly for the advertising pound and for consumer interest and spend against newspapers and other press sectors.”

Periodical Publishers Association: 0171 404 4166