Paid product placement surges in magazines, newspapers, other media

Product placement has become the cause celebre on Madison Avenue, transforming the TV advertising marketplace. But a new report shows it is a much bigger deal that has influenced virtually all forms of media, even supposedly sacrosanct print outlets such as newspapers and magazines where paid placements are that fastest growing segment of the business.

Although highly controversial, the total value of product placements in magazines is on pace to grow 17.5 percent in 2005 to $160.9 million, and product placements in newspapers is projected to rise 16.9 percent to $65.0 million, estimates Stamford, CT-based PQ Media, one of the most respected researchers tracking the economics of media.

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