Magazine article Folio: the Magazine for Magazine Management

Steady Recovery Predicted

Magazine article Folio: the Magazine for Magazine Management

Steady Recovery Predicted

Article excerpt

This could be the turnaround year for both consumer and business magazines, according to forecast guru Robert Coen and International Business Communications. "I estimate that magazines will be up about 6 percent," says Coen, senior vice president and director of forecasting at McCann-Erickson. He sees the fourth quarter bouncing back for many media after stalling at mid-year, and expects "moderately better results" than in 1993.

In total media ad spending, Coen predicts a gain of 6.3 percent, to $146.8 billion, in 1994--up $8.7 billion from 1993's projected expenditures of $138.1 billion. The 1993 budget of national advertisers for magazines was up 6 percent compared with 1992, to $7.4 billion, he says.

And it could be one of the best years in a long time for the nation's business press, according to a recent study from International Business Communications. The report predicts that all major business publication companies will see net profits improve by at least 10 percent this year, with Crain Communications, Chilton and Ziff-Davis up by more than 20 percent. …

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