Future
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Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
Key performance indicators<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Source: World Press Trends<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Five year circulation trend<br />
8<br />
6<br />
4<br />
2<br />
0<br />
-2<br />
-4<br />
-6<br />
-8<br />
Austria<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Luxembourg<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
% variance<br />
-10<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Source: World Press Trends<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Copies per capita<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
Austria<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Luxembourg<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
/ hundred adults<br />
0<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
The newspaper industry, today and tomorrow<br />
Circulation mix<br />
% subscription<br />
% single copy<br />
100<br />
90<br />
Source: World Press Trends<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
Belgium<br />
Denmark<br />
Finland<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Luxembourg<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
Switzerland<br />
United Kingdom<br />
0<br />
% single copy<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
The newspaper industry, today and tomorrow<br />
Impact of subscription on circulation<br />
15.0<br />
% variance - 1994 - 1999<br />
Estonia<br />
Croatia<br />
10.0<br />
Brazil<br />
Malaysia<br />
5.0<br />
Ireland<br />
Colombia<br />
Spain<br />
France<br />
Norway<br />
Japan<br />
0.0<br />
0.0 10.0 Italy 20.0 30.0 40.0 50.0 60.0 70.0 80.0 Finland Switzerland<br />
90.0 100.0<br />
Belgium<br />
UK<br />
Latvia Germany -USA -Iceland<br />
-5.0<br />
DenmarkNetherlands<br />
China<br />
Greece<br />
Sweden Luxembourg<br />
-10.0<br />
% of sale from subscription<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
Source: World Press Trends/eVolt.Co
The newspaper industry, today and tomorrow<br />
Impact of subscriptions on circulation<br />
Year on year trends - selected markets<br />
Highest penetration group<br />
Single<br />
Copy<br />
Delivered copy<br />
%<br />
difference<br />
Japan<br />
Sweden<br />
-5.1<br />
-18.9<br />
-1.1<br />
0.4<br />
+4.0<br />
+19.3<br />
High penetration mix distribution group<br />
Denmark<br />
Estonia<br />
-25.0<br />
-46.4<br />
-5.2<br />
26.0<br />
+19.7<br />
+72.4<br />
Germany<br />
Iceland<br />
Luxembourg<br />
5.2<br />
7.3<br />
-6.3<br />
-10.1<br />
-10.1<br />
-0.7<br />
-15.3<br />
-17.4<br />
+5.6<br />
Netherlands<br />
-14.8<br />
-7.1<br />
+7.6<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
Source: World Press Trends/eVolt.Co
witzerland<br />
Kingdom<br />
Sweden<br />
Spain<br />
Portugal<br />
Ireland<br />
France<br />
Finland<br />
Austria<br />
S<br />
United<br />
Source: World Press Trends<br />
xembourg<br />
N<br />
etherlands<br />
Italy<br />
Lu<br />
Germany<br />
Denmark<br />
Belgium<br />
Key indicators<br />
Population age profile<br />
150<br />
100<br />
50<br />
0<br />
Turkey<br />
Estonia<br />
Lithuania<br />
Croatia<br />
Czech<br />
Republic<br />
Hungary<br />
Poland<br />
Slovakia<br />
Ukraine<br />
Index of old/young<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Source: World Press Trends<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Five year advertising trend<br />
120<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
-20<br />
-40<br />
Austria<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
% variance<br />
-60<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Source: World Press Trends<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Advertising off-take / copy<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
Advertising<br />
revenue /<br />
ABC Copy (€)<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
0<br />
Austria<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden
Source: World Press Trends<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Advertising off-take per capita<br />
250<br />
200<br />
150<br />
100<br />
50<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
0<br />
Austria<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
Advertising<br />
revenue /<br />
Adult (€)
Source: Zenith Media<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Share of all advertising<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
Austria<br />
Benelux<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Source: Zenith media<br />
United Kingdom<br />
Switzerland<br />
The newspaper industry, today and tomorrow<br />
Variance in advertising share<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
-2<br />
-4<br />
-6<br />
-8<br />
Austria<br />
Benelux<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Netherlands<br />
Norway<br />
Portugal<br />
Spain<br />
Sweden<br />
+/-% variance<br />
-10<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
The newspaper industry, today and tomorrow<br />
Classified share of newspaper advertising<br />
100<br />
90<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
% display<br />
% classified<br />
10<br />
0<br />
Denmark<br />
Finland<br />
France<br />
Ireland<br />
Italy<br />
Luxembourg<br />
Netherlands<br />
Portugal<br />
Spain<br />
Sweden<br />
United Kingdom<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
Source: World Press Trends
Source: World Press Trends<br />
United Kingdom<br />
Sweden<br />
The newspaper industry, today and tomorrow<br />
Advertising as a percentage of revenues<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
Belgium<br />
Denmark<br />
Finland<br />
France<br />
Germany<br />
Greece<br />
Ireland<br />
Italy<br />
Luxembourg<br />
Netherlands<br />
Norway<br />
Portugal<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
Key indicators<br />
impact of GDP on newspaper advertising<br />
Relationship between ad-offtake and per capita GDP<br />
800<br />
United-States<br />
Ad revenue per copy<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
700<br />
600<br />
500<br />
Ireland<br />
Australia<br />
400<br />
New-Zealand<br />
Switzerland<br />
Norway<br />
Denmark<br />
Spain<br />
300<br />
Canada<br />
Sweden<br />
Germany<br />
Italy Netherlands<br />
Austria<br />
Finland Belgium<br />
Greece<br />
200<br />
United-Kingdom<br />
Brazil<br />
100<br />
Malaysia<br />
Japan<br />
Poland Hungary Czechia<br />
Thailand Estonia<br />
0 Mongolia India Romania Latvia<br />
Russia<br />
0 5000Bulgaria<br />
10000 15000<br />
20000 25000 30000 35000<br />
GDP per capita<br />
Source: Zenith Media/World Bank
Key indicators<br />
impact of GDP on newspaper circulation<br />
Relationship between newspaper popularity and per capita GDP<br />
700<br />
Japan<br />
Norway<br />
Newspaper sales per capita<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
0<br />
0 5000 10000 15000 20000 25000 30000 35000<br />
Finland<br />
Sweden<br />
Switzerland<br />
United-Kingdom<br />
Germany<br />
Austria<br />
Denmark<br />
Netherlands<br />
United-States<br />
Thailand<br />
Estonia<br />
Canada<br />
Bulgaria<br />
New-Zealand<br />
Russia Hungary Czechia Ireland Australia<br />
Belgium<br />
Latvia Malaysia<br />
Spain Italy<br />
Romania<br />
Greece<br />
India Brazil<br />
Mongolia<br />
Poland<br />
GDP per capita<br />
Source: World Press Trends/World Bank
Key indicators<br />
Influence of GDP on share of advertising<br />
90<br />
Press v TV<br />
Influence of prosperity on media usage<br />
Newspapers<br />
TV<br />
80<br />
% reach<br />
70<br />
60<br />
50<br />
40<br />
India<br />
Pakistan<br />
China<br />
Brazil<br />
Lithuania<br />
Latvia<br />
Estonia<br />
South Korea<br />
Malaysia<br />
Finland<br />
Sweden<br />
Ireland<br />
Germany<br />
United<br />
Kingdom<br />
Denmark<br />
Switzerland<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper<br />
30<br />
Italy<br />
Netherlands<br />
Franc<br />
Belgium<br />
20<br />
Hungary<br />
Romania<br />
Poland<br />
10<br />
Russia<br />
- 5,000 10,000 15,000<br />
20,000 25,000<br />
30,000<br />
Prosperity (per capita GDP)<br />
Spain<br />
Zenith Media/World Bank
For more information contact:<br />
jim.chisholm@futureofthenewspaper.com<br />
Shaping<br />
the <strong>Future</strong><br />
of the Newspaper
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