Research Guides: Advertising: Print Advertising

How have magazine ad revenue and ad pages increased or declined over the past 10 years?

The Magazine Publishers' Association website contains lots of statistics and analysis on all aspects of the industry. See the reports listed in the MPA's Research section of their website.

Books

Tested advertising methods. 5th edition, 1997 by Caples, John.
Call Number: Baruch - Stacks - HF5823 .C18 1997
A classic source written by one of the "fathers of advertising". The library has several editions (this one was published posthumously). The book is a concise compilation of effective copywriting techniques.
Which ad pulled best? : 50 case histories on how to write and design ads that work by Purvis, Scott C.
Call Number: HF5823 .W467 2003

Print Advertising - Websites

FIPP - The International Federation of the Periodical Press
Click on "Research" and the "databases" for up-to-date findings on the effectiveness of magazine advertising.
Magazine Publishers of America
A great deal of information is available on the effectiveness of magazine advertising, including advertising expenditures, ad position effectiveness, ad color and size effectiveness, ad recall, sample print ads, cross-media advertising effectiveness, etc.
News Media Alliance
Lots of research by the association as well as independent research. Click on the "Trends and Numbers" tab on the top of the home page. Ad expenditures, newspaper advertising effectiveness metrics are all found here.
Out of Home Advertising Association of America
This link brings one to the Association's information page which includes a lot of data on the industry. See also the finding print ads tab for information on locating examples of old billboards.