Spending on magazine advertising in Europe is rising according to the latest findings by FIPP/ZenithOptimedia.
The World Magazine Trends 2004/5 report is predicting a 4% increase in spend for this year, while 2005 and 2006 will see growth just below this level.
The increasingly sophisticated markets of Eastern and Central Europe will lead the way, growing up to four times faster than Western Europe and accounting for 15% of adspend by 2006.
In the UK, advertisers spent £785m (€1.1bn, $1.3bn) in magazines in 2002, an increase of 0.8% and a trend forecast to continue.
Meanwhile, across the pond, Canada saw magazine ad spend rise by 9% last
year, slowing to 6% in 2004.
In the US, consumer magazine advertising performed best with a 6% spend increase, set to remain at this level for 2004, but business titles were less robust with between 2% and 4% growth forecast for this year.
In the Asia Pacific area the established market in Japan has grown by just 7% through the last 10 years, while the less developed markets have seen a expansion of 277%.
Data sourced from Media Week (UK); additional content by WARC staff