Why the Big Increase in Magazines' Market share?

Ian Locks
Periodical Publishers Association

Magazines have increased their share of the UK advertising market by more than any other major medium, and are also doing well in a variety of other markets around the world. Is this a flash in the pan or a sustainable revival for a traditional medium? Two things are certain: the bungitallontelly regime has officially been pronounced dead and buried, and magazines are still not achieving their fair share of advertising based on value for money for advertisers

I remember so well the oneminute lecture on trends by my favourite Admap contributor when I had been trumpeting the severalyear growth of a particular medium. 'Trends bend,' warned Harold Lind.