RESEARCH CHANGES HANDS
By Adnews Staff
Canadian Media Associations have changed the way they collect data on how much is spent on advertising in their specific medium to make the research more accurate. The numbers will be taken by the various associations and Statistics Canada and will reflect just the media costs. In the past they have been taken from Maclean Hunter Research and several other sources. In 1994 there was almost $8 billion spent on advertising. Daily newspapers headed the way with almost $2 billion in advertising sales. Television came in second, with catalogues and direct mail third. Following behind were the Yellow Pages and directories, radio, weekly newspapers, general magazines, trade magazines, outdoor and other print.
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