Magazines / A look at the pharma ad category

Magazine publishers often complain that pharmaceutical and medical advertising is very small in Hispanic magazines, despite market research that shows it should do well (e.g. research by Diabetes Forecast showing that two million or 8.2% of all Latinos have diabetes). According to Hispanic MagazineMonitor, pharmaceutical companies spent US $8.2 million last year on advertising in the 58 Hispanic magazines tracked by the service, making pharma the fourth largest ad-category in Hispanic magazines. However, pharma advertising amounted to less than a third of the total amount spent in the leading category (medical ). Pharmaceutical companies aren't spending ad money in Spanish-language newspapers either. According to data by CMR, pharmaceuticals was the seventeenth largest category in the January-November 2003 period, spending only US$ 569,000 in newspapers.