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The Lost Year: Consumer Mags Down 19.2%; b2b Off 25.5%
Thursday, June 11, 2009
Steve Smith

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Overall ad spending was down 14.2% in the first quarter of 2009, TNS Media Intelligence reports. The damage being done to the print side is considerable, however, and clearly signals a year of negative growth for most publications. Consumer magazine ad spend declined 19.2% as key ad categories auto and financial simply evaporated for many magazines. On the business information side the fall was even steeper (-25.5%), in part because many b2b publications remained fairly resilient until the latter part of 2008.

Local media (-25.4%) were hardest hit by the spending retreat, with local newspapers (-25.1%) actually doing better than local radio (-26.8%) and spot TV (-27.5%). National TV continued to prove most resilient of all media. Network TV was off 4.2%, cable TV down 2.7% and syndicated TV inching up .2%.

One surprising piece of news in the TNS report is the 8.2% rise in online display advertising. Despite rumors of the impending death of display, marketers are taking advantage of bargain ad prices and key segments like telecom, travel and retail moved money towards digital to find efficiencies. Dean DiBiase, CEO, TNS Media, says “The advertising industry, while struggling, is understanding this is a period for innovation and we are seeing efforts to reboot their approach through the advent of new technologies and tools such as addressable advertising and the first steps to integrating as measurement in a synergistic manner across all media platforms.”
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