How magazines maximize roi

The advertising market in Brazil has grown more than 15% per year over the last 4 years; advertising expenditures in 2006
totaled US$ 8.7 billion. Despite these dimensions and current growth, advertising in broadcast TV still dominates the market. In
2006 broadcast TV commanded 59.3% of the market, followed by newspapers with 15.4%, and magazines with 8.6% (US$ 748
million per year). Despite being the third most important in the country, the position of magazines in the market has been falling
since 2002, when it represented 9,7% of the total market (graphic 1). That is, in 4 years the magazine advertising market has
shrunk by 11%.


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