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AD AGE SPECIAL REPORT;MAGAZINES;WARMING UP;TOBACCO, DRUGS LEAD THE WAY FOR MAGAZINES

By Published on .

Here's a look at some of the most important advertising categories for magazines, with ad page figures from Publishers Information Bureau. The hot categories reflect issues that are top-of-mind with American consumers: cigarettes and healthcare

DRUGS & REMEDIES

As the insurance industry rebuilds healthcare as we know it, prescription drug companies are swinging a hammer of their own.

Relaxed FDA regulations and growing consumer interest in self-medication have driven several prescription drugs to over-the-counter status. Also, many prescription drugs rely on advertising direct-to-consumer, offering treatments for everything from heart disease to toenail fungus.

As a result, drugs & remedies' ad pages grew 19.8% from January to August in comparison with a year ago, according to PIB.

CIGARETTES & TOBACCO

The winds are changing in the tobacco industry, and magazines are enjoying the weather. After years of pouring ad dollars into promotions at traditional advertising's expense, tobacco marketers are beginning to reinvest in brand equity.

"We've seen a shift in the industry away from short-term promotional spending back to brand-equity building, being lead by Marlboro and Camel," says Gary Black, tobacco analyst at Sanford C. Bernstein & Co. "The tobacco companies are trying to give people a reason to buy premium brands. They need to explain to people why they should smoke a Marlboro over Doral."

Magazine ad pages from cigarette, tobacco & accessories marketers were up 18.4% in the first three quarters of this year.

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