Newly Launched Newsletter Provides Insights into Life Science Advertising Trends

More than 300 companies placed ads in eleven leading scientific journals in June, but just five - Invitrogen (Nasdaq:IVGN), Applied Biosystems (NYSE:ABI), Amersham Biosciences (NYSE:AHM), PerkinElmer Life Sciences (NYSE:PKI) and QIAGEN (NASDAQ:QGENF) - account for 20% of the estimated $4.6 million spent on advertising to scientists.

ARLINGTON, VA -- September 26, 2002 -- More than 300 companies placed ads in eleven leading scientific journals in June, but just five - Invitrogen (Nasdaq:IVGN), Applied Biosystems (NYSE:ABI), Amersham Biosciences (NYSE:AHM), PerkinElmer Life Sciences (NYSE:PKI) and QIAGEN (NASDAQ:QGENF) - account for 20% of the estimated $4.6 million spent on advertising to scientists.

These findings were recently published in a free sample issue of AdSight. Today BioInformatics, LLC (Arlington, VA), a leading provider of market research to the biotechnology industry, announced the launch of its new newsletter, AdSight, which tracks ads from twelve top life science publications. The monthly newsletter serves as a competitive intelligence tool for life science industry executives involved in their company's advertising decisions.

The publications tracked by AdSight were selected based on a survey of scientists who were asked which publications they found most useful in their research. Through a variety of tables and charts, AdSight presents data on millions of dollars worth of advertising spending each month. The newsletter uses publishers rate cards to calculate the estimated value of advertising placed in each journal and details top advertisers by dollar, by number of ads placed, by total area and by product category. These insights into life science advertising trends can provide the competitive intelligence needed to help decision makers with marketing strategy, campaign planning, ad placement, positioning and budgeting," says Bill Kelly, President of BioInformatics, LLC.

According to data from June, Invitrogen placed more than twice as many ads as any one of its competitors. Additionally, the company placed the most ads for consumable products, spending approximately three times as much as any other advertiser in this product category. PerkinElmer and Applied Biosystems were on top in both number of ads placed and total spending in the instrumentation and systems category. IBM (NYSE:IBM) placed the most ads for software, almost doubling any other advertisers efforts in that product category.

The newsletter also examines the journals in which the ads were placed. In June, Genetic Engineering News was the top publication in terms of the number of ads placed, however, the journal Science led in revenue, with an estimated million dollars in ad sales. Four hundred sixty-nine individual products were promoted in June. Consumables were most heavily advertised in BioTechniques, Cell, Nature, Science and The Scientist, while ads in Drug Discovery Today and Modern Drug Discovery focused primarily on instrumentation and systems.

Obviously theres a direct correlation between ad spending and brand awareness, and our research has continually shown the importance of building strong brands in the scientific market," says Kelly. Tracking this information on a monthly basis will allow companies to benchmark themselves against their competitors and answer the questions: are we spending enough on advertising, and are we spending it in the right places?"

ABOUT BIOINFORMATICS, LLC

BioInformatics, LLC (http://www.gene2drug.com) is a market research firm located in Arlington, Virginia. BioInformatics supports marketing, sales and R&D executives in the life science, medical device and pharmaceutical industries through published research reports, custom research and consulting. BioInformatics sponsors The Science Advisory Board (http://www.scienceboard.net), the worlds largest online customer panel of more than 13,000 scientists, physicians and other biomedical customers from 62 countries who participate in surveys that address emerging technologies, test customer reactions to new product concepts, measure brand awareness and assess advertising effectiveness.

For a FREE SAMPLE ISSUE, please visit http://www.gene2drug.com/AdSight or contact:

Alyssa Martin
BioInformatics LLC
2111 Wilson Blvd. Suite 1200
Arlington, VA 22201
703.525.3872 x358 phone
703.522.3685 fax
a.martin@gene2drug.com
http://www.gene2drug.com