Top 5 Medical Journals by ad revenue.

“Many marketers have turned to print advertising in these uncertain times as a safe harbor,” says Richard Roash, president-elect of the Association of Medical Media and VP of Slack Incorporated.

Indeed, the medium has always been highly targeted, with journals that serve one specialty or subset of a specialty. That can make print a wise bet these days, even as fair-balance requirements have made the medium less economically viable than non-journal media.

“Cost-per-page for the [prescribing information] gets pretty stiff, and it seems as if every one of the new products from our clients has a black box on it,” says Steve Selinger, VP of media at Compas, the buying arm for CMI and the largest bulk broker of professional media. Advertisers “have come back and said, ‘As long as we can manage that cost, journals are quite viable.’ (Ver)

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