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Marketers increased spending 7.9% in 2010
Media Business, 4/29/11
The top 100 b2b print advertisers boosted spending in trade publications last year to $618.5 million, an increase of 7.9% over 2009, according to data supplied by IMS: The Auditor.
Three technology companies and two pharmaceutical companies comprised the top five spenders in 2010. IBM Corp. led the way with $27.1 million in spending, followed by Forest Pharmaceuticals ($20.2 million), Pfizer Inc. ($16.5 million), Microsoft Corp. ($15.1 million) and CDW Corp. ($14.5 million).
All three tech companies reduced their spending on trade publication advertising last year. IBM’s print outlay was down 34.4%, Microsoft’s declined 26.5% and CDW’s dropped 13.6%.