Print (Newspapers & Magazines) World’s Largest Advertising Venue
According to a
recent release, global newspaper sales were up 2.3% in 2006,
increasing 9.48% over the past five years. The World Association of
Newspapers (WAN) reported year-on-year increased sales in Asia,
Europe, Africa and South America, with North America the sole
continent to register a decline.
When free
dailies are added to the paid circulation, global circulation
increased 4.6% last year, and 14.7% over the past five years.
Interestingly, free dailies account for 31.9% of circulation in
Europe. Ad revenues in paid dailies were up 3.7% last year, and up
15.7% over five years.
CEO Timothy
Balding of Paris-based WAN, confirmed, “Newspapers in developing
markets continue to increase circulation...in mature markets they
are showing remarkable resilience against digital media and are
exploiting the digital distribution channels to increase audiences.
It is remarkable that the press in print continues to be the media
of preference for the majority of readers who want to remain
informed.”
Newspapers
share of the world ad market held relatively steady with 29.6%. They
remain the world’s second largest advertising medium, after
television, with more revenue than radio, cinema, outdoor, magazines
and the Internet combined. When combined (newspapers and magazines),
print is the world’s largest ad medium with a 42% share, compared to
38% for television.
Other points
in the WAN report:
• Paid
circulation, with free dailies added, had a daily increase of nearly
556 million from 2005.
• The five
largest markets for daily newspapers are China, with 998.7 million
copies; India, with 88.9 million copies; Japan, with 69.1 million
copies; USA, with 52.3 million; and Germany, with 21.1 million.
• Global
newspaper advertising revenues have increased for four straight
years and were up 3.77% in 2006.
