NEWS: Consumer titles are top growth medium by size of audience

Consumer magazines are the fastest growing medium this decade in terms of audience size, while TV, radio and national newspapers have all experienced declines, according to new research from Abbott Mead Vickers BBDO.

Consumer magazines are the fastest growing medium this decade in terms

of audience size, while TV, radio and national newspapers have all

experienced declines, according to new research from Abbott Mead Vickers

BBDO.



The study, which covers a five-year period from 1990 to 1995, reveals

that average TV viewing has dropped from 25 hours and 13 minutes a week

to 25 hours and five minutes, according to AGB figures, while radio has

dropped from an average of 22.5 listening hours a week to 21.5 hours,

according to Rajar.



Total national daily news-paper circulation has also slumped from an

average of 14.5 million to 13.2 million.



By contrast, total consumer magazine circulation volume has increased 5

per cent in the same period, from 1.24 billion to 1.35 billion.



Ian Locks, chief executive of the Periodical Publishers Association,

commented: ‘Blue-chip advertisers such as Unilever are re-examining

their adspend and redirecting some of their budget from TV into the

closely targeted magazine medium.’



The data was released at the PPA’s annual conference, Magazines 96, this

week.



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