Magazine ad share growing in U.S.

Magazines share of advertising in the United States is growing (mostly at the expense of newspapers) and is second only to the internet, according to a story in MediaDaily News. It reports on research released today by Magazine Publishers of America, based on data gathered by TNS Media Intelligence. It shows that consumer magazine adshare was 16.6% during the first quarter of 2007, up 1% since the same period a year ago and up nearly 2 share points (from 14.7%) since 2004.

That makes magazines the fastest growing medium except for the Internet, which grew 1.1 share points to 7.7% of U.S. ad spending during the first quarter of 2007.

The story points out that this comparable internet figure involves a certain amount of sleight of hand, since revenue from search marketing is not included. (According to separate a story from the Centre for Media Research, based on Pricewaterhousecoopers-gathered data, total internet advertising was up 26% in the first quarter from the same period a year ago.)

Nevertheless,consumer magazines are doing well. Newspapers, on the other hand, which have dropped 3.1 points since the first quarter of 2004.