Magazines offer better ad value

Research from the Henley Centre commissioned by the Periodical Publishers Association claims magazines now offer advertisers comparable value to newspapers in cost per hour of reading.

Research from the Henley Centre commissioned by the Periodical

Publishers Association claims magazines now offer advertisers comparable

value to newspapers in cost per hour of reading.



The data, revealed last week, shows that the price of advertising in

magazines per hour of reading has fallen over the last decade from 108p

to 53p, whereas in newspapers it has risen from 50p to 52p. According to

the report, the change in the relative cost of advertising has been

driven by the increasing amount of time spent reading magazines.



The Henley Centre warned publishers that, as consumers face information

overload, winning audience attention would become ever more

challenging.



Paul Edwards, a researcher at the Henley Centre, said: ’Every new piece

of media is competing with existing media for a fixed amount of

attention. So if we consider attention given to reading, the growth in

time devoted to magazines has been matched by a decrease in the time

devoted to newspapers; and there is every reason to expect this to

continue.’



Presenting the research at last week’s PPA conference, PPA chairman

Sally Cartwright called for the print industry to unite to face the

threats posed by broadcast and electronic media, consumer disaffection

and government legislation.



Listing TV and radio as the ’real enemies’ she added: ’We have a world

class publishing industry and a responsibility to keep it that way and

support and promote our industries for the future.’



However, this should not affect competition between the print media for

ad revenue. ’I want magazines to compete strongly for the advertising

pound against newspapers and other press sectors,’ said Cartwright.



She will be succeeded as PPA chairman in 12 months’ by Kevin Hand,

Emap’s group chief executive. Hand, who has been nominated as deputy

chairman and chairman-elect, served as a PPA director until moving to

head Emap’s French operation five years ago.



The PPA Marcus Morris Award was presented to Time Out’s Tony Elliott for

his success in developing the listings title into an internationally

recognised brand.



It was also announced at the conference that deputy chief executive

Peter Dear is to leave at the end of the year after ten years at the

PPA.



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