Are Consumer Magazines Recession Proof?

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What is it about consumer magazines that make them immune to the slings and arrows of this outrageous ad downturn? Luxury magazines have thus far been immune to the ad recession. Obviously advertisers want to reach their wealthy readerships. Back in 1994 Folio observed that the growth pattern in consumer magazines remained steady despite industry trends. From the Magazine Publishers of America newsletter:

”The latest advertising revenue data from TNS Media Intelligence shows that consumer magazines beat out all other non-digital media categories, including television, newspapers, radio and outdoor, in increasing ad share during the first half of the year. Magazines are second only to the U.S. Internet, which does not include Search, in gaining ad share during that time period.”

Price Waterhouse Cooper’s Global Entertainment and Media Outlook 2004-2008 Report forecasts that consumer magazines will average an annual growth rate of 3 percent, to $26.5 billion in 2008.

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