Print Magazine Ad Spending Fell More Than $400 Million In 2017 (publishersdaily)

by Sara Guaglione

Last year, print magazine ad spend fell by over $400 million, but that did not stop 134 new print magazines launching in 2017.

Reported print magazine ad spend by the top 50 marketers fell from $6.5 billion in 2016 to $6.1 billion last year, according to the MPA – The Association of Magazine Media’s annual Factbook released in June. That’s a 6.4% drop, according to new analysis by WWD.

The top three marketers in print magazine ad spend last year were L’Oreal SA, Procter & Gamble Co. and Pfizer Inc.

MPA noted on Wednesday that while the data shows Pfizer did spend less in print advertising in 2017 compared to the year prior, full ad spend numbers from data and marketing consultancy Kantar shows that Pfizer’s ad spending decreased overall — not just in print.
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