UK Consumer Mags To See Rising Share Of Adspend In Long-Term

UK consumer magazines’ share of total advertising spend is set to increase over the next 12 years according to the Long Term Advertising Expenditure Forecast from the Advertising Association, to be released this week.

According to a report from the PPA, the AA figures predict that consumer mags’ share of adspend will rise from 6.1% last year to between 6.6% and 7.0% in 2014.

In revenue terms this is an increase of between 26% and 50%. “The rise will be driven by new types of magazines compensating for any declines in traditional sectors and by TV becoming increasingly unattractive to advertisers,” says the PPA. National and regional newspapers are also forecast to suffer declining share over the period, whilst radio and outdoor will improve.

In 2002, the AA figures show that consumer magazines will outperform the market for the second consecutive year. The total market is predicted to fall by 1.0%, while consumer magazines are expected to rise very slightly, by 0.3%. This compares to a 3.3% rise forecast by the AA in June this year. In the second quarter, the sector saw ad revenue fall by 1.7%.

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