The World Press Trends survey includes accurate data from more than 70 countries, accounting for more than 90 per cent of the global industry’s value. The data is compiled through an enormous undertaking by dozens of national newspaper and news media associations and generous support from global data suppliers: Zenith Optimedia, IPSOS, ComScore and the ITU.
The data showed:
- More than half the world’s adult population read a daily newspaper: 2.5 billion in print, more than 600 million in digital form.
- The newspaper industry generates more than US$200 billion of revenue annually.
- Both circulation and advertising performance vary widely by region.
-Newspaper circulation declined only -0.9 per cent globally in 2012 from a year earlier, as rising circulations in Asia offset circulation losses elsewhere. Circulation declined -2.2 per cent globally between 2008 and 2012, with the steepest declines in Europe.
Circulation declined over one year by -6.6 per cent in North America, -5.3 per cent in western Europe, -8.2 per cent in eastern Europe, and -1.4 per cent in the Middle East and North Africa. It increased +1.2 per cent in Asia, +3.5 per cent in Australia and New Zealand, and +0.1 per cent in Latin America.
Circulation declined over five years by -13 per cent in North America, -0.8 per cent in Latin America, -24.8 per cent in western Europe, and -27.4 per cent in eastern Europe. Circulation increased over five years in Asia (+9.8 per cent), the Middle East and North Africa (+10.5 per cent) and Australia and New Zealand (+1.0 per cent).
- Newspaper advertising revenues declined -2 percent globally in 2012 from a year earlier, and -22 percent since 2008. The five-year decline was driven primarily by newspaper advertising declines in the United States, the world’s largest advertising market. Print advertising fell -42 per cent in the United States over five years, accounting for nearly three-quarters of the global loss in newspaper advertising.
The decline in US newspaper advertising revenues reflects the US publishers’ traditionally high dependence on classified advertising. An estimated 80 per cent of classified is now digital. Though much of it is among ‘pure players’ that are owned by publishers, that revenue is not reflected in industry statistics.
Advertising revenues declined over one year by -7.6 per cent in North America, -3.4 per cent in western Europe, -5.6 per cent in eastern Europe, and -8.3 per cent in Australia and New Zealand. It rose +9.1 per cent in Latin America, +3.6 per cent in Asia, and +2.3 per cent in the Middle East and North Africa.
Advertising revenues declined over five years by -42.1 per cent in North America, -23.3 per cent in western Europe, -30.2 per cent in eastern Europe, -22.7 per cent in the Middle East and North Africa, and -24.9 per cent in Australia and New Zealand. It increased +37.6 per cent in Latin America and +6.2 per cent in Asia.
The survey also found:
- The biggest challenge for publishers continues to be how to increase the engagement of audiences on digital platforms. While more than half of the digital population visit newspaper websites, newspapers are a small part of total internet consumption, representing only 7 per cent of visits, only 1.3 per cent of time spent, and only 0.9 per cent of total pages visited.
- Paid content is a growing revenue stream. According to the Alliance of Audited Media, nearly half of US publishers now adopt some form of paid content model. Forty per cent are using a metered model, one-third charge for premium content, 17 per cent require payment for any access, and 10 per cent use some other model.
- Mobile and tablets are rapidly becoming a medium of choice for many news consumers, accounting for 20 per cent of page views in markets where data is available. Research in the United States, Germany and France suggest that news engagement via tablet, as measured by time spent with news content, is equal to that of the printed newspaper.
- Newspapers are actively developing revenues from non-traditional sources. In the United States, 27 per cent of newspaper company revenues now come from non-traditional sources: 11 per cent from digital, 8 per cent from new revenue from other sources (service to clients in addition to advertising), and 8 per cent from non-publishing revenue (e-commerce).
- There is a distinct difference in the performance of single copy and subscription sales. In markets where data is available, single copy sales have declined -26 per cent over the last four years, compared to a decline of -8 per cent in subscription sales. The packaging of print/digital subscriptions is becoming increasingly successful.
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