More Bad News for Newspapers, Good Outlook for Outdoor and Internet: New Research Data

October 5th, 2007 Nurlan Urazbaev

Newspapers’ share of the global advertising market will decline to 26.2% by 2009 from 29.0% in 2006. These numbers were revealed by a new study conducted by the international ad agency ZenithOptimedia and reported by Editor and Publisher journal on Thursday.

ZenithOptimedia predicts that Outdoor advertising, ‘helped by digital technology’, ‘will increase its market share worldwide to 5.6% from 5.9%’ (I think there is a typo in the article here, it probably should have been: “to 5.9% from 5.6%.” NU).

The study concluded that “Newspapers are suffering the most from the depredations of the internet, which is better at delivering timely news and is an efficient substitute for newspaper classifieds.”

In the US, “the nation’s total spend on advertising will grow just 2.5% — down from the modest 3.3% growth ZenithOptimedia forecast earlier this year. “The continued slump in the US housing market has led to a sharp drop in property and construction advertising, particularly property classifieds in newspapers,” the study said (as reported by Editor & Publisher).

“Internet advertising will grow a stunning 85% in the next two years, ZenithOptimedia predicts, but it will still account for less than 10% of global ad share by 2009. The agency expects Internet advertising to account for 9.5% of all expenditure in 2009, up from 6.1% in 2006,” reports Editor and Publisher.

Taking advantage of future events like Summer Olympics in Beijing and developing media markets in Asia, “television will increase its share of global ad expenditure from 37.9% in 2007 to 38.2% in 2008, an all-time record,” while continuing to lose ad share in North America ( a drop by 0.3% to 32.4%) and Western Europe (a drop of 0.5% in share to 30. 4%), the study says.

Entry Filed under: The Big Picture, Uncategorized