Medical Economics, a journal publication of Advanstar Communication's medical division, has reported ad revenue growth of 49.6% in the first six months of 2011 over the first half of 2010.
Several improvements that were made to the publication over the course of the last year are, in part, responsible for the jump in ad spend, according to Medical Economics associate publisher Debby Savage. And Savage says that positive changes are still underway at the journal.
For instance, the page size has increased a bit, which, says Savage, improves the journal from a design point of view, making for a better reader experience. Advertisers have enjoyed seeing their ads in a larger format, as well.
“From an editorial standpoint, our Practice Management and Business of Medicine focus resonates with our physician readers more than ever, especially with the adoption of the Patient Protection and Affordable Care Act,” Savage explains. “Physicians are concerned and confused about their changing future and our advertisers recognize this readership draw.”
In addition to the editorial and design enhancements that have been made, Savage says there have been several management changes of note at the company, due to the reorganization of the Advanstar Medical Communications Group. Changes, which began last fall, have included the hiring of Tom Ehardt to the position of EVP, chief administrative officer, and the promotion of seasoned Advanstar employee Georgiann Decenzo to EVP, licensing and marketing development. In January 2011, Ken Sylvia was also brought on as VP, group publisher of the division.
“As the flagship publication of this group, the company has made a special commitment to continue the tradition of Medical Economics, which has met with renewed confidence from our advertisers,” adds Savage.