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Larry Kilman
Deputy CEO, Executive Director of Communications and Public Affairs, WAN-IFRA
www.wan-ifra.org
2012 WAN-IFRA
2012 WAN-IFRA
A moving target:
Rapidly changing industry Changes in data collection and definition Dependent on local resources and international data suppliers.
2012 WAN-IFRA
Audience
2012 WAN-IFRA
Circulations showed growth in 2011, following a period of slight decline in 2010 Circulation in 2011 was 4.2% higher than in 2007
Sources: World Press Trends
2012 WAN-IFRA
Global circulations continue to rise driven by Asia while decline continues elsewhere.
Asia continues to see fastest growth in circulation driven by China and India Circulations in Western Europe and North America have declined by 17% in the last five years, but rates of decline are slowing down
2012 WAN-IFRA
Newspaper penetrations remain high ...with potential for growth in emerging markets
Western Europe and North America continue to have the highest levels of readership per capita by region Asia continues to see growth, way beyond the growth in population, wealth and education
Sources: World Press Trends
2012 WAN-IFRA
2012 WAN-IFRA
Newspaper circulation
2012 WAN-IFRA
Over 40%
of the worlds digital audience read a newspaper online (up from 34% year ago) but
Sources: Comscore
2012 WAN-IFRA
High occasional visitor numbers do not translate into high levels of regular traffic Desktop computer relatively poor environment for newspaper content (though better on mobile and tablets)
Sources: Comscore
2012 WAN-IFRA
Advertising
2012 WAN-IFRA
Newspapers attract nearly $100 billion of advertising North America accounts for 72% of the decline in the value of newspaper advertising TV continues to be the dominant medium
Sources: Zenith Optimedia
2012 WAN-IFRA
Search accounts for 58% of digital and 13% of all advertising expenditure.
Search still accounts for 58% of online advertising, as display advertising stalls in the digital environment Below-the-line marketing increasing share of overall expenditure
Sources: DMA, IAB, World Press Trends
2012 WAN-IFRA
Digital is having only a small impact on newspaper revenues and share of media spend
2007
Combined value $2.1 billion
2011
2.2% of all press advertising 2.8% of digital total 6.6% of non-search digital
$128B $96B
2011 2007
Newspapers
2012 WAN-IFRA
Three-quarters of publishers report less than 10 per cent of total revenues from digital
2012 WAN-IFRA
Two-thirds of publishers report less than 10 per cent of total ad revenues from digital
2012 WAN-IFRA
Fact: Newspapers share of digital revenues reflects their share of audience intensity.
2012 WAN-IFRA
2012 WAN-IFRA
Conclusions
2012 WAN-IFRA
2012 WAN-IFRA
Areas identified by participants to create the most opportunities for revenue generation and efficiencies (2012)
2012 WAN-IFRA
www.wan-ifra.org
2012 WAN-IFRA