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BREAKING NEWS & VIEWS

Stricter FDA Approvals Slim Down Medical Journals
Monday, April 6, 2009

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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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