Worldwide Magazine Expenditure Expected To Rise By 5%

According to figures released by Zenith Media and Federation of Periodical Publishers (FIPP), expenditure within the magazine market is expected to continue increasing worldwide for 1999.

In 1998 $38.2 billion was spent on advertising in magazines, a 5% increase on the amount spent in 1997, and Zenith expect there to a similar increase for 1999. Such a growth during the current economic uncertainty is said to ‘highlight the strength of the medium’.

For much of the 1980s and 1990s the magazine sector has been losing share of the total ad expenditure. Outside factors like the deregulation of television markets have offered better value to advertisers, who have then moved their budgets towards television at the expense of other media. In the period between 1986 and 1998 magazines share of ad expenditure fell from 14.7% to 13.4%. Zenith predicts a further drop between 1999 and 2001, although share is not expected to fall below 13%.

Zenith: 0171 224 8500

FIPP: 0171 404 4169