CAPE TOWN: The newspaper is dead. Long live the newspaper!
Posted by Elsabe Pepler on June 4, 2007 at 5:39 PM
After the opening ceremonies of the 60th World Newspaper Congress, CEO of the World Association of Newspapers, Timothy Balding, gave an update on the state of the global newspaper publishers in his annual World Trends in the Newspaper Industry.
Balding’s speech included extensive tables, statistics and graphs on the economical and financial status of the world’s newspapers which will be available on the WAN website in a couple of days. The mostly quantitative presentation, titled World Press Trends, includes data on all countries where newspapers are published.
The good news is that, essentially, there is an increase in global circulation.
The free daily newspapers have become a major player in the print sector, and take lot of shares from previous “owners”.
What are the current international indications and trends in the newspaper landscape? There currently are a record number of daily titles. And newspaper online-consumption continues its remarkable growth.
Mr. Balding expressed his mild dismay with newspaper headings that are bluntly negative about the survival and future of the written and printed press.
He did, however, admit to valid motivation for the critical debate, which therefore remains the survival of the classic and traditional industry of newspapers?
Naturally, the lifestyles and tastes of the consumer are continuously changing and the demographics of readership are indicative of aging. But the biggest threat remains the effects of online publications.
On a positive, note, Balding emphasized the following factors:
Newspapers are still the primary source of news content.
Newspapers are highly cash-generative, and can franchise their monopolies. Many newspapers become dynamic brands. Newspapers are highly innovative, particularly in terms of format and sizes. New titles are launched universally. Brand extensions, so-called “lite editions”, vernacular publications, enhanced and more color and heat-set gloss, print innovations, digital printing, heat-set gloss, marketing and sectionalization are all new rules of the previous game. Over the past 18 months, newspaper publishers have announced an investment of more than $6 billion in new printing and production equipment.
Important lessons to learn from the research findings are plentiful. Risk profiles have shifted to the upside. Growing fragmentation is a regular phenomenon. Media consumption is NOT mutually exclusive. Online newspapering is about extending reach.
The current status on media-spend and media consumption provides plenty of reasons for optimism. Print and newspapers take 35% revenue share, and 6% of audience share. The Internet has nine percent revenue share, and 18% audience share.
According to PriceWaterhouseCooper, global advertising revenues have increased 4% in one year and 15.6% over five years.
ADVERTISING REVENUE IN NEWSPAPERS
According to the PWC study, global newspaper advertising revenues are forecast to grow by 17%. It is reported that 36% regular Internet users have reduced their TV viewing, but a whopping 64% of Internet users relayed that they have not changed their newspaper consumption. It thus seems fair to say that the Internet cannibalizes broadcast television, finding it increasingly tough to get and keep their consumers. The eventual verdict? Newspapers still represent the only true mass media market channel and are above all fragmentation-proof.
WHERE ARE THE TOP TITLES IN THE WORLD?
China wins this race with 25 daily titles. Japan comes in second; India third with 17 and then the UK with 7.
Spain is the top major free-newspaper market and paid-for circulation
with Denmark and Portugal in second and third places, and the Netherlands in the fourth position. An overall growth in copies of newspaper of almost 10 percent seems plentiful reason for optimism.
Middle East circulation is also increasing very strongly, with similar trends in Australia, while New Zealand experienced a negative rend.
WHAT ARE INDICATIONS ON NEWSPAPER READING TIMES?
The Belgians are spending 54 min on their newspapers; the Croatians only need 19 minutes.
FREE DAILY NEWSPAPERS BECOME A REAL PLAYER
The fast-growing free daily newspaper markets showed phenomenal growth, in five years nearly doubling their numbers. Here, Europe is way ahead with free newspapers on a daily basis. In fact, 66% of all free dailies are published in Europe.
WHICH MEDIUM SHOULD YOU CHOOSE FOR ADVERTISING?
The newspaper remains the second most popular advertising channel next to television.
INTERNET TRENDS
Newspaper online consumption rises daily, and grew in a time-period of 5 years with an astounding 80%. The number of newspaper websites has grown to over 3000 at this stage in time.
WHY IS THE HARD-COPY NEWSPAPER STILL THE ULTIMATE “BROWSER”?
It is still ultimately portable.
It is (still) extremely convenient as to time and place.
It engenders loyalty to a title; not the medium.
Newspapers are widely accessible and available worldwide, be it off- or online.
It is easily disposed of and content can be cut out and kept.
Newspapers are still content-rich, and are ultimately non-perishable and reviewable.
It is, above all, cheap to consume, and costs less than a cup of coffee!
ALL IN ALL, THE NEWS IS GOOD! NEWSPAPERS ARE GROWING!!
The good news is that, essentially, there is an increase in global circulation.
The free daily newspapers have become a major player in the print sector, and take lot of shares from previous “owners”.
What are the current international indications and trends in the newspaper landscape? There currently are a record number of daily titles. And newspaper online-consumption continues its remarkable growth.
Mr. Balding expressed his mild dismay with newspaper headings that are bluntly negative about the survival and future of the written and printed press.
He did, however, admit to valid motivation for the critical debate, which therefore remains the survival of the classic and traditional industry of newspapers?
Naturally, the lifestyles and tastes of the consumer are continuously changing and the demographics of readership are indicative of aging. But the biggest threat remains the effects of online publications.
On a positive, note, Balding emphasized the following factors:
Newspapers are still the primary source of news content.
Newspapers are highly cash-generative, and can franchise their monopolies. Many newspapers become dynamic brands. Newspapers are highly innovative, particularly in terms of format and sizes. New titles are launched universally. Brand extensions, so-called “lite editions”, vernacular publications, enhanced and more color and heat-set gloss, print innovations, digital printing, heat-set gloss, marketing and sectionalization are all new rules of the previous game. Over the past 18 months, newspaper publishers have announced an investment of more than $6 billion in new printing and production equipment.
Important lessons to learn from the research findings are plentiful. Risk profiles have shifted to the upside. Growing fragmentation is a regular phenomenon. Media consumption is NOT mutually exclusive. Online newspapering is about extending reach.
The current status on media-spend and media consumption provides plenty of reasons for optimism. Print and newspapers take 35% revenue share, and 6% of audience share. The Internet has nine percent revenue share, and 18% audience share.
According to PriceWaterhouseCooper, global advertising revenues have increased 4% in one year and 15.6% over five years.
ADVERTISING REVENUE IN NEWSPAPERS
According to the PWC study, global newspaper advertising revenues are forecast to grow by 17%. It is reported that 36% regular Internet users have reduced their TV viewing, but a whopping 64% of Internet users relayed that they have not changed their newspaper consumption. It thus seems fair to say that the Internet cannibalizes broadcast television, finding it increasingly tough to get and keep their consumers. The eventual verdict? Newspapers still represent the only true mass media market channel and are above all fragmentation-proof.
WHERE ARE THE TOP TITLES IN THE WORLD?
China wins this race with 25 daily titles. Japan comes in second; India third with 17 and then the UK with 7.
Spain is the top major free-newspaper market and paid-for circulation
with Denmark and Portugal in second and third places, and the Netherlands in the fourth position. An overall growth in copies of newspaper of almost 10 percent seems plentiful reason for optimism.
Middle East circulation is also increasing very strongly, with similar trends in Australia, while New Zealand experienced a negative rend.
WHAT ARE INDICATIONS ON NEWSPAPER READING TIMES?
The Belgians are spending 54 min on their newspapers; the Croatians only need 19 minutes.
FREE DAILY NEWSPAPERS BECOME A REAL PLAYER
The fast-growing free daily newspaper markets showed phenomenal growth, in five years nearly doubling their numbers. Here, Europe is way ahead with free newspapers on a daily basis. In fact, 66% of all free dailies are published in Europe.
WHICH MEDIUM SHOULD YOU CHOOSE FOR ADVERTISING?
The newspaper remains the second most popular advertising channel next to television.
INTERNET TRENDS
Newspaper online consumption rises daily, and grew in a time-period of 5 years with an astounding 80%. The number of newspaper websites has grown to over 3000 at this stage in time.
WHY IS THE HARD-COPY NEWSPAPER STILL THE ULTIMATE “BROWSER”?
It is still ultimately portable.
It is (still) extremely convenient as to time and place.
It engenders loyalty to a title; not the medium.
Newspapers are widely accessible and available worldwide, be it off- or online.
It is easily disposed of and content can be cut out and kept.
Newspapers are still content-rich, and are ultimately non-perishable and reviewable.
It is, above all, cheap to consume, and costs less than a cup of coffee!
ALL IN ALL, THE NEWS IS GOOD! NEWSPAPERS ARE GROWING!!
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