Since 2007 medical/surgical journals have begun seeing print advertising sales decline. In 2007, these publications saw a 4% reverse in revenue trends — the first decline in many, many years. In 2008, revenues really started to tumble, down another 12% to around $437 million. At that point, the last thing medical/surgical journals needed was a recession. In this article, James Chase teams up with Kantar Media to chart the biggest advertisers and the most advertised categories and brands of ’09. They suggest that as medical/surgical journal publishers continue their quests to both survive and to develop new and supplementary revenue channels (read: digital) it remains to be seen whether they can recover from the latest round of red ink. But there are some encouraging signs at the start of 2010, with sizable gains reported, particularly in the primary care space.