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Monday, April 6, 2009
This week we welcome new data on the health and medical journal segments from PERQ/HCI. Despite conventional wisdom that healthcare is recession-proof, this sector is working through longer-term challenges. The top general medical journals like the Journal of the American Medical Association (JAMA), which was down 45% January through February of this year compared with the same time span last year (see chart on next page), and the New England Journal of Medicine (off 47.2%), still lead the field but are experiencing the steepest declines.
The healthcare market generally has seen ad page shrinkage since 2006 because of a dearth in new drug releases. High-profile “blockbuster drugs” tend to drive the market, but new drug approvals from the FDA have been limited.
The drugs that are being released to market focus on specialties rather than general practitioners, and so the general books like NEJM and JAMA suffer most.
Among all of the top 20 healthcare markets, for instance, the 15.5% ad page drop in oncology and 13.4% decline in orthopedic surgery specializations for January through February represent relatively shallow falloffs (see chart below). For more b2b media analysis, subscribe to min’s b2b.
—Steve Smith
Top 20 Healthcare Markets Ad Pages in Jan-February 2009/2008/2007
| Markets |
J-F 2009 |
% |
J-F 2008 |
% |
J-F 2007 |
Feb 2009 |
% |
Feb 2008 |
% |
Feb 2007 |
|
Ad pgs. |
Diff |
Ad pgs. |
Diff |
Ad pgs. |
Ad pgs. |
Diff |
Ad pgs. |
Diff |
Ad pgs. |
| CARDIOLOGY |
527 |
-41.9 |
906 |
32.5 |
684 |
307 |
-32.5 |
456 |
32.6 |
343 |
| DENTAL |
1,422 |
-9.2 |
1,566 |
-7.7 |
1,697 |
793 |
-8.0 |
862 |
-6.2 |
919 |
| DERMATOLOGY |
540 |
-51.3 |
1,109 |
-8.6 |
1,213 |
302 |
-41.2 |
513 |
-9.3 |
566 |
| GASTROENTEROLOGY |
467 |
-17.6 |
567 |
-13.8 |
657 |
233 |
-19.1 |
288 |
-16.3 |
344 |
| HOSPITAL MANAGEMENT |
161 |
-42.9 |
282 |
-19.3 |
349 |
75 |
-50.9 |
153 |
-26.1 |
207 |
| INTERNAL MEDICINE |
374 |
-41.7 |
641 |
-23.0 |
832 |
159 |
-49.6 |
316 |
-24.8 |
420 |
| LABORATORY |
325 |
-9.3 |
358 |
-0.7 |
360 |
190 |
-1.9 |
194 |
4.7 |
185 |
| MANAGED HEALTHCARE |
415 |
-54.3 |
908 |
-3.7 |
943 |
165 |
-66.7 |
495 |
-10.1 |
550 |
| MULTISPECIALTY /PRIMARY CARE |
1,393 |
-52.2 |
2,913 |
-21.4 |
3,705 |
623 |
-58.9 |
1,515 |
-16.7 |
1,818 |
| NEUROLOGY |
395 |
-31.5 |
577 |
-33.4 |
866 |
188 |
-41.3 |
321 |
-29.9 |
457 |
| NURSING |
545 |
-37.5 |
871 |
-15.5 |
1,031 |
200 |
-53.2 |
427 |
-16.3 |
511 |
| OBSTETRICS & GYNECOLOGY |
242 |
-55.8 |
547 |
-8.0 |
595 |
113 |
-48.6 |
221 |
-24.4 |
292 |
| ONCOLOGY |
1,151 |
-15.5 |
1,363 |
-13.7 |
1,579 |
541 |
-28.4 |
755 |
-0.6 |
760 |
| OPHTHALMOLOGY |
574 |
-39.3 |
945 |
11.1 |
850 |
262 |
-46.9 |
493 |
9.1 |
452 |
| OPTOMETRY |
566 |
-30.4 |
813 |
-9.7 |
900 |
271 |
-41.9 |
467 |
-9.0 |
513 |
| ORTHOPEDIC SURGERY |
607 |
-13.4 |
700 |
2.2 |
685 |
314 |
-8.4 |
342 |
4.1 |
329 |
| PA/NP |
245 |
-53.2 |
524 |
-10.9 |
588 |
113 |
-64.1 |
315 |
-12.8 |
361 |
| PEDIATRICS |
225 |
-56.6 |
518 |
-19.2 |
642 |
106 |
-59.9 |
264 |
-19.5 |
328 |
| PHARMACY |
753 |
-26.3 |
1,022 |
-17.5 |
1,239 |
337 |
-37.5 |
538 |
-11.8 |
610 |
| PSYCHIATRY |
463 |
-56.9 |
1,074 |
-7.1 |
1,156 |
219 |
-61.2 |
563 |
-11.8 |
637 |
| TOTAL TOP 20 |
11,387 |
-37.4 |
18,203 |
-11.5 |
20,572 |
5,509 |
-42.0 |
9,494 |
-10.5 |
10,602 |
| GRAND TOTAL (from all markets) |
13,726 |
-40.3 |
22,979 |
-10.5 |
25,687 |
6,520 |
-44.9 |
11,823 |
-9.8 |
13,110 |
Top 20 Medical/Surgical Publications Ad Pages January- February 2009/2008
| Title/Publisher |
J-F 2009 |
% |
J-F 2008 |
% |
J-F 2007 |
Feb 2009 |
% |
Feb 2008 |
% |
Feb 2007 |
|
Ad pgs. |
Diff |
Ad pgs. |
Diff |
Ad pgs. |
Ad pgs. |
Diff |
Ad pgs. |
Diff |
Ad pgs. |
| American Family Physician |
147 |
-41.2 |
249 |
-14.6 |
292 |
80 |
-43.2 |
140 |
-9.4 |
155 |
| American Medical News/ American Medical Association |
82 |
-56.2 |
188 |
-28.3 |
262 |
42 |
-60.2 |
105 |
-25.2 |
141 |
| Annals Of Internal Medicine/ American College of Physicians |
71 |
-14.3 |
83 |
-9.5 |
92 |
39 |
-6.7 |
42 |
-16.4 |
50 |
| Blood/American Society of Hematology |
171 |
18.4 |
144 |
-26.7 |
197 |
88 |
3.5 |
85 |
-5.0 |
90 |
| Consultant/UBM |
83 |
-30.3 |
118 |
-26.4 |
161 |
49 |
-24.0 |
64 |
-18.1 |
78 |
| Dermatology Times/Advanstar |
132 |
-39.8 |
220 |
-12.4 |
251 |
77 |
-15.7 |
91 |
-22.2 |
117 |
| Family Practice News/Elsevier |
133 |
-30.5 |
191 |
-22.8 |
248 |
75 |
-28.4 |
104 |
-15.0 |
123 |
| Hem/Oncology Today/Slack Inc |
128 |
23.8 |
103 |
-29.4 |
146 |
68 |
2.3 |
66 |
-1.9 |
67 |
| Internal Medicine News/Elsevier |
139 |
-28.0 |
192 |
-15.9 |
229 |
75 |
-28.4 |
104 |
-9.9 |
116 |
| Jnl. of Bone and Joint Surgery |
101 |
-7.2 |
109 |
-3.3 |
113 |
61 |
-1.3 |
62 |
0.8 |
61 |
| Jnl. of Clinical Oncology/ Amer. Society of Clinical Oncology |
326 |
-17.6 |
396 |
-13.0 |
455 |
172 |
-18.7 |
212 |
-8.8 |
232 |
| Jnl. of the American College of Cardiology |
94 |
-52.3 |
197 |
33.6 |
148 |
72 |
-15.3 |
85 |
11.8 |
76 |
| Jnl. of the American Medical Assoc. |
201 |
-45.0 |
365 |
-12.9 |
419 |
95 |
-52.1 |
197 |
-8.8 |
216 |
| Medical Economics/Advanstar |
72 |
-60.2 |
181 |
-28.4 |
253 |
43 |
-60.7 |
108 |
-8.0 |
118 |
| MPR Monthly Prescribing Reference |
108 |
-50.7 |
219 |
19.0 |
184 |
60 |
-43.4 |
106 |
37.7 |
77 |
| Neurology/ Lippincott |
183 |
-10.9 |
206 |
-27.4 |
283 |
85 |
-17.9 |
104 |
-26.9 |
142 |
| New England Jnl. of Medicine/Massachusetts Medical Society |
335 |
-47.2 |
634 |
-8.2 |
690 |
172 |
-46.6 |
322 |
-4.9 |
338 |
| Oncology Times/ Lippincott |
112 |
-8.2 |
122 |
-32.6 |
181 |
54 |
-18.3 |
66 |
-35.8 |
102 |
| Physicians’ Practice/UBM |
45 |
-5.9 |
47 |
NA |
NA |
19 |
-27.0 |
26 |
NA |
0 |
| Psychiatric News/American Psychiatric Publishing Inc |
92 |
-23.8 |
121 |
-28.3 |
168 |
53 |
-19.6 |
66 |
-29.0 |
93 |
| MED/SURG (298 Titles) |
8,855 |
-38.9 |
14,493 |
-15.0 |
17,046 |
4,443 |
-39.0 |
7,289 |
-13.8 |
8,459 |
| Total (Top 20) |
2,752 |
-32.6 |
4,085 |
-14.3 |
4,769 |
1,474 |
-31.5 |
2,152 |
-9.9 |
2,389 |
This chart of ad page totals has been calculated by Perq/HCI, using the top 20 Healthcare Markets by highest estimated revenues. Source: PERQ/HCI Jnl. Ad Review(TM) Data, Report: I2 Copyright 2009 PERQ/HCI Corp. All rights reserved. Report and report data may not be reproduced or distributed outside of License company without the written permission of PERQ/HCI Corp. See Market Opportunity Reporter(R) Terms of Use for detailed information.
If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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