World Association of Newspapers and News Publishers

Print ads still where the money is

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Print ads still where the money is

Citing information based on new reports from WPP and PricewaterhouseCoopers, Eamonn Byrne, Managing Director of the UK-based Byrne Partnership, discusses global advertising trends.

“Most if not all of you will be seeing some growth in print advertising,” Mr. Byrne says. “It’s patchy, but we appear to be in a recovery mode. Some of you might not feel like that yet, but that’s the way things appear to be going.”

TV, digital and print are the most important media for global advertising, Mr. Byrne says: “That’s where the money is.”

The leading medium globally remains television. “TV advertising is growing seriously year on year on year,” Mr. Byrne says.

Coming in next globally is the Internet. This year we’ve seen Internet advertising revenues overtake print newspaper advertising, he says.

Globally, over the past several years, print’s advertising share has dropped from 26 percent in 2006 to 20 percent in 2011, whereas TV’s advertising share during this same period has increased from 38 percent to 40 percent.

Looking ahead, Mr. Byrne says globally, TV is expected to maintain its share, while print will drop a bit further from 20 percent to 17 percent by 2015.

“In every marketplace it is TV that is taking market share,” Mr. Byrne says.

Digital will remain a relatively small but important revenue stream, Mr Byrne says. “We’re still not seeing the digital growth that we have hoped for as we have begun switching the business from print to digital.”

The money is in print advertising revenue and print circulation, he says.

Looking ahead to the next few years to 2015, Mr. Byrne says that in Europe, print will see some slight growth in the region of 1-2 percent. Latin America and Asia Pacific are also growing for print, he said.

Global daily newspaper circulation will see growth of 2-5 percent. “Year-on-year circulations have gone up,” he said.

Mr. Byrne said Asia Pacific is going to go crazy in circulation terms, and while those numbers probably won’t rise in the U.S., Europe will see a little bit of growth in 2014-2015, he said. “It’s nothing to get excited about, but it might be exciting enough that it’s not going in the other direction,” Mr. Byrne says.

In terms of reach, globally, daily newspapers are still reaching about 25 percent of the population, Mr. Byrne says, “and we have 25 percent more newspaper readers than Internet users.”

“For most of you, the money will still come from print for some time to come,” Mr. Byrne says. “That’s not an excuse to ignore digital, but your real revenues are going to come from print.”

“What we can learn from this data,” Mr. Byrne says, “is that we need to separate the facts from fashion.”


Photographer: Vojtech Marek,


Brian Veseling's picture

Brian Veseling


2012-03-01 11:41

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About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.

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