Top 50 Magazine Advertisers, 1998 - Rate Card Reported Spending
| Rank |
Company |
Ad Dollars ('000) |
Rank |
Company |
Ad Dollars ('000) |
| 1 |
General Motors |
$ 459,684.9 |
26 |
Compaq Computer Corp. |
76,536.0 |
| 2 |
Procter & Gamble Co. |
407,366.4 |
27 |
Bristol-Myers Squibb Co. |
76,500.2 |
| 3 |
Philip Morris Cos. Inc. |
383,659.2 |
28 |
Seagram Co. LTD |
68,296.8 |
| 4 |
DaimlerChrysler AG |
355,435.4 |
29 |
Sears Roebuck & Co. |
67,035.8 |
| 5 |
Ford Motor Co. |
291,446.1 |
30 |
Schering-Plough Corp. |
66,925.8 |
| 6 |
Time Warner Inc. |
175,933.5 |
31 |
News Corp. LTD |
64,081.5 |
| 7 |
Toyota Motor Corp. |
173,952.1 |
32 |
Brown-Forman Corp. |
62,566.5 |
| 8 |
Unilever |
169,675.5 |
33 |
American Home Products Corp. |
60,382.1 |
| 9 |
Sony Corp. |
143,782.6 |
34 |
Bose Corp. |
59,374.3 |
| 10 |
RJR Nabisco Holdings Corp. |
135,286.5 |
35 |
Merck & Co. Inc. |
58,360.2 |
| 11 |
Loreal SA |
132,351.7 |
36 |
Hewlett-Packard Co. |
58,221.2 |
| 12 |
National Syndications Inc. |
126,844.5 |
37 |
Sara Lee Corp. |
57,573.0 |
| 13 |
Johnson & Johnson |
119,461.9 |
38 |
MacAndrews & Forbes Hldgs Inc. |
57,436.8 |
| 14 |
Microsoft Corp. |
118,807.1 |
39 |
Dell Computer Corp. |
57,115.0 |
| 15 |
Roll International Corp. |
114,548.7 |
40 |
American Express Co. |
56,327.3 |
| 16 |
Pfizer Inc. |
100,642.7 |
41 |
Polo/Ralph Lauren Corp. |
55,328.2 |
| 17 |
Walt Disney Co. |
98,926.7 |
42 |
Joh A Benckiser GMBH |
54,835.8 |
| 18 |
Bertelsmann AG |
94,109.3 |
43 |
Nissan Motor Co. LTD |
51,980.5 |
| 19 |
Honda Motor Co. LTD. |
89,378.4 |
44 |
Kellogg Co. |
51,647.9 |
| 20 |
Bradford Exchange LTD. |
89,356.6 |
45 |
Hearst Corp. |
51,161.3 |
| 21 |
IBM Corp. |
87,419.9 |
46 |
Clorox Co. |
49,919.7 |
| 22 |
Estee Lauder Cos. Inc. |
83,731.9 |
47 |
Nestle SA |
49,878.9 |
| 23 |
Milk Industry Foundation |
82,087.9 |
48 |
Ralston Purina Co. |
48,904.6 |
| 24 |
Eli Lilly & Co. |
80,360.1 |
49 |
U.S. Government |
48,297.2 |
| 25 |
Diageo PLC |
77,943.1 |
50 |
Warner-Lambert Co. |
48,221.9 |
| Total |
|
|
$ 5,649,074.2 |
Source: Publishers Information Bureau, Sunday Supplements excluded.
