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RX AD SPENDING BY MEDIUM

Published on .

Medium Jan-Nov Jan-Nov % full-year

1998 1997 change 1997

Magazines $420.5 $472.6 $497.5

Sunday Magazines 64.5 88.6 90.7

Newspapers 49.9 79.2 79.8

national newspapers 6.8 7.9 79.2

outdoor 1. 1.8 1.8

network TV 351.6 90.7 96.9

Spot TV 43.3 19.6 21.9

Syndicated TV 29.8 7.5 7.9

Cable TV 123.2 35.8 41.0

Network Radio 9.0 6.6 6.7

National spot radio 7.9 4.4 4.9

Yearend 1997 total: $857.5 million

Jan. through Nov. 1998 total: $1.1 billion

Jan. through Nov. 1997 total: $815.4 million

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