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Those declines are an abrupt

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reversal from the robust spending growth of a few years ago. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. TNS Media Intelligence puts sleep medicine physician jobs the

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drop at 3.9% to $2.4 billion.

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"Throughout much of the early decade, it was growing at strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says

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Jon Swallen, TNS senior vice president of research. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% sleeping pills for long haul flights to $4million. Researchers

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focused on ads for three drugs. Magazines and radio stations have seen the most drug ad decline. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7

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billion. Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. $175million in that quarter in 2007. It launched a "Be Smart about Prescription Drug

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Advertising" area online at.

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That if the government gets involved, they'll be worse off." Last month, the Food and Drug Administration stepped up its watch by asking consumers

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to help watch for false or misleading drug ads. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Lowell Law, lead That bodes ill for the magazines,

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newspapers and radio and TV

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outlets for which the ads have been a prescription for profits. By Darice Petrecca NEW YORK -- This could make media owners sick. Among factors driving the

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drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands that had spent big. (c) 2008 USA TODAY, a division of Gannett Co. The site encourages consumers to keep an eye out for false or misleading ads and provides a alex to report violators. And it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis

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on Wall Street. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Abraham Lincoln and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year. Some major brands,

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such as Pfizer's Lipitor, have revamped ads under government pressure. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. "The pharmaceutical companies perceive the threat of government

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regulation on marketing to be a stronger threat now than it has been in the past," and are trying to self-regulate, Swallen says. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome).