ANNUAL REPORT;GLOBAL MEDIA;BROADCAST HAD A STRONG YEAR, WHILE PRINT CIRCULATION GAINS WERE WEAK.

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In 1995, broadcast distribution by household jumped through the roof. At the same time, print media circulation generally remained sluggish while ad rates continued to increase moderately.

Though new faces appeared in the category of global media, the general trends remain the same as ever.

Participants in Advertising Age International's annual survey of global media largely reported gains both small and large in circulation and distribution. In general, print circulation did not increase as much as ad rates.

TV is growing at a very rapid clip. Look at Cartoon Network International's distribution, booming 71.2% worldwide in 1995 when it boosted its presence dramatically in nearly every available region.

Or USA Networks and the Sci-Fi Channel, with a combined circulation of more than 110 million homes worldwide, up from less than 100 million last year, after the Sci-Fi channel built its viewership in North America and Europe.

One particularly active daily was The Wall Street Journal, whose circulation soared 21.3% on the strength of new distribution to the Middle East and Africa. Its ad rate increase was close to the increases of its competitors' prices, but it also began to offer four-color rates to advertisers.

On the sluggish side was the Financial Times, where circulation rose less than 1% while rates soared close to 10% for both b&w and four-color ads.

The Hearst Corp. publications in the survey-Cosmopolitan, Esquire, Good Housekeeping and Redbook-raised ad rates a uniform 5% for global buys.

Circulation increases in the chart are estimates, as some regional circulations were not fully audited at press time, which accounts for disparity between regional circulations this year and last year.

Esquire's Asian and Cosmopolitan's European and Asian figures vary considerably from last year's figures for that reason.

In an effort to strike up more advertising, several media ad departments say they are starting to target new categories. In Japan, Yomiuri Shimbun is starting to place more emphasis on computer ad-vertisers, while Nihon Keizai Shimbun is focusing more on fashion and food advertisers.

Hachette Filipacchi Magazines' Elle is targeting automotive and liquor marketers more heavily.

Madame Figaro International magazine is increasingly seeking food and automotive advertisers.

Paris-based Occidentale Medias' L'Express and Le Point, traditionally carrying transportation, financial and information technology advertisers, are now looking more to telecoms for business.

The Economist reports that it is seeking more advocacy and personal finance business, and Fortune is more seriously pursuing technology advertisers.

The International Herald Tribune is starting to target a diverse selection of new categories, including electronic media, education and travel.

Scientific American is placing increased emphasis on class consumer goods, including watches and cameras.

This survey covers media that allow advertisers to place ads across many or all editions through a single buy.

Print media and TV networks must have both ad support and distribution on at least three networks. The survey includes most mass global media but is not all-inclusive.

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