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Around the World in 60 Minutes: Central and Eastern Europe

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World News Publishing Focus
Your Guide to the Changing Media Landscape

Around the World in 60 Minutes: Central and Eastern Europe

CEE comprises Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Russia, Slovakia, Slovenia, Turkey and Ukraine. It features an audience of 261 million people, with 143 million accessing the Internet.

Melnikov presented some impressive digital figures for the region, including:

  • The largest internet audience in Europe is Russia (55 million),
  • The fastest Internet audience growth in Europe is taking place in Belarus (+20%),
  • The highest Internet advertising growth market is here in the Ukraine (+59%), and
  • The highest mobile page views growth in Europe is in Lithuania (+980%).

Melnikov said that although TV is still the top advertising draw in the region, Internet advertising shows the highest dynamic at 12.1% growth. This year alone, Russian Internet ad budgets have grown by by 35% (last year by 56%), TV by 10% and print by 5%.

However, he said, the development in digital on the publishing side is lagging. “While print revenues are souring and digital gains are long to be waited for, all traditional publishers are trying to make ends meet,” he said. “However, few of them seriously plan to diversify and invest in digital.”

Media3, one of the leading media holdings in Russia, decided to invest US$ 100 million to build a digital portfolio of companies over three to four years, Melnikov said. “We were inspired by examples of Axel Springer and Schibsted, and in addition to our core online media segment decided to diversify in three additional segments: classifieds, online video, and lead generation."



Dean Roper's picture

Dean Roper


2012-09-03 15:10

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