Magazine Revenue Will Increase In Next Two Years

Just under half of UK publishers believe that magazine expenditures will increase in the next year or two, whilst 26% predict that they will decrease to some degree. This is one of the findings of a recent survey conducted by Optima.

The most common outlook, shared by 38% of the 156 respondents to the survey, is that revenues will increase ‘a little’ over the next one to two years; 10% believe that they will increase a lot. At the other end of the scale, 23% expect a small decrease, whilst just 3% predict a larger fall.

Of the remainder, 3% predict that they will stay the same, whilst 18% reckon that visibility is too poor to forecast anything with any certainty.

The decrease in overall marketing budgets was given by 90% as a reason why magazine spend growth might be hampered.

Perhaps more worryingly though, was that 72% thought that a lack of understanding of the role of magazine advertising might be detrimental to the growth of its revenue. Allied to this was the finding that 46% believe that not enough effort has been put into selling the effectiveness of magazines of an advertising medium. Only 20% believe marketing magazine advertising in this way has been sufficient and 31% declined to comment.

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