U.S.magazine prescription drug ads down 20% so far in 2008

Canadian magazine publishers lamenting the unfairness of the fact that their U.S. competitors can carry direct to consumer advertising while they cannot, it may be interesting to know that all is not joy in that sector.

U.S. pharmaceutical advertising in magazines is down almost 20% for the first 8 months of 2008, according to a recent report by TNS Media Intelligence. Prescription drug advertising increased substantially after 1997 when the U.S. Food and Drug Administration loosened its rules. But a decline in the development of blockbuster drugs and a cutback on advertising drugs that now have generic equivalents has had its effect.