Mag Bag: Pubs Pocket More Drug Money

by Erik Sass, Dec 29, 2006, 7:00 AM

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At the 1939 World's Fair, one pavilion had a catchy mantra: "Better Living Through Science." If magazines take "living" as bottom-line health, they're in good shape. Drug-marketing budgets are set to rise 9% to $4.5 billion in 2007, according to a survey by TNS Media Intelligence. And magazines will probably get a big cut if the trend of the last few years continues.

Between January and November 2006, total magazine rate card revenue for "drugs and remedies" advertising rose 18.1%, compared to the same period of 2005, to almost $2.2 billion. Ad pages rose 12.2% to 17,306.

Debbie Solomon, a senior partner and group research director for MindShare, says magazines are a natural area of focus for pharmaceutical advertising because of the age demo they reach. "You have more drugs targeted to baby boomers, and baby boomers are heavy readers. So if you want to reach them, you've got to be using magazines." Overall, Solomon notes, "baby boomers are heavy media users--heavy radio listeners and TV watchers, too."

Indeed, a 2004 study by Time Inc. and Harris Interactive suggests that magazines--in combination with television--are one of the most popular sources of information about new drugs, especially among older Americans. After health care providers, the Internet, friends and relatives, the Time Inc. study recorded that magazines and TV programs, both at home and in doctors' offices, were the most popular sources of drug information: 29% of respondents cite magazines and 27 percent cite TV.

The study also noted that while "magazines and TV work together," magazines tend to be "better at communicating side effects and risks." TV is "better at helping patients remember the brand."

Prince In Negotiations For Pub About His Club

Custom publishing may soon be graced with a new print magazine from His Purple Majesty, Prince--who is said to be negotiating with several publishers in Las Vegas to produce a magazine covering happenings at his club, 3121, at the Rio All-Suite Hotel & Casino. In December, Prince launched an online magazine of the same name that's creating a lot of buzz. 3121 Magazine would include interviews with musicians who visit the club--a who's who of modern music--as well as photos taken by Prince himself, who dabbles in photography.

New Mag To Launch: Home Business Solutions for Women

In February, women who want to run a business from home will get a new magazine--Home Business Solutions for Women, published by Cutting Edge Media. The magazine has a target circulation of 50,000. According to Editor in Chief Bridey Orth, the magazine will feature tips for starting and managing a home business, as well as real-life success stories.

BusinessWeek Names Andrew Horton Art Director

Andrew Horton is joining BusinessWeek as art director, the magazine announced this week. Horton will be responsible for the publication's design, with oversight of art, photos and graphics. Horton previously worked as a freelance art director for various publications, including New York, Newsweek and Men's Journal.

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