Part one of term paper
Nowadays, Pharmaceutical companies spend more advertising dollars toward TV than magazines. Two years ago, direct-to-consumer prescription drug advertising put advertisements in magazines. Magazine companies enjoyed unusual growth in the pharmaceutical category, which brought than twice the revenue of TV advertising. However, pharmaceutica ...

Part two of term paper
... According to Competitive Media Reporting, “Network TV earned $393.3 million through November 1998 compared with $156.2 million through November 1997. On the other hand, through November 1998, magazines took in $458.5 million in pharmaceutical advertising compared with $521.7 million during the same time period in 1997.” Gradually, TV had taken over magazines and newspapers through November of last year. As the result, magazines' numbers were declining, such as Rodale Press’ Prevention and ...