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Article: No respite: for medical/surgical journals, the first half of 2005 has been torrid time, with massive cuts in ad spending by some of the key players. And it's the larger journals that have lost the most pages. Eugene M. May looks at the biggest-spending advertisers and the most-advertised products.(PERQ/HCI MEDICAL/SURGICAL JOURNAL AD REVIEW 2005 MID-YEAR)
- Article from:
- Medical Marketing & Media
- Article date:
- October 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's been a tough time, to say the least, for medical/surgical journal publishers. PERQ/HCI's Journal Ad Review (JAR) has pegged ad spending at $251.7 million for the first six months of 2005--a 5 percent decline from the $265.4 million spent during the first half of last year. This drop follows two consecutive years of growth, as ad spending for medical/surgical journals rose 10 percent in the first half of 2004 and 4 percent in the first half of 2003. What's more, current spending levels trail ad outlays observed five years ago, during the first half of 2000, by almost 8 percent.
While the top five medical/surgical journals retained their year-ago rank, the ...