WORLD PRESS TRENDS - World Association of Newspapers

DENMARK
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 8.32 Krone at 2001 rate
Gross Domestic Product (Krone billion)
at current prices 1,010 1,061 1,116 1,155 1,214 1,296 1,343
% change 4.6 5.1 5.2 3.5 5.0 6.8 3.6
at 2001 prices 1,158 1,192 1,227 1,247 1,278 1,326 1,343
% change 2.5 2.9 2.9 1.6 2.5 3.8 1.3
Gross Domestic Product per capita (Krone 000)
at current prices 193.1 201.7 211.4 218.0 227.7 242.7 252.0
at 2001 prices 221.5 226.6 232.4 235.3 239.8 248.3 252.0
Population
Millions 5.2 5.3 5.3 5.3 5.3 5.3 5.3
Consumer Price Index
2001=100 87.2 89.0 91.0 92.6 95.0 97.7 100.0
%change 2.0 2.1 2.2 1.8 2.5 2.9 2.3
Ad.spend as a % of GDP
0.93 0.92 0.95 0.97 0.87 0.85 0.82
Advertising Expenditure Growth (%)
at current prices 10.0 4.6 8.6 5.2 -5.8 4.8 0.0
at 2001 prices 7.8 2.4 6.3 3.3 -8.1 1.8 -2.2
Source: IFS, ZenithOptimedia
Advertising expenditure
(Krone millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 5,118 5,224 5,560 5,805 5,471 5,580 5,238 4,900 4,950 5,000 5,050
Magazines 360 356 363 379 410 385 364 360 365 370 380
Television 1,510 1,710 1,867 2,010 1,801 1,823 1,747
Radio 165 169 174 181 188 213 234
Cinema 57 63 66 63 48 46 50
Outdoor 153 187 267 273 271 338 343
Internet 0 0 0 0 0 0 310
Other 1,999 2,081 2,338 2,478 2,350 2,655 2,757
Total 9,362 9,790 10,635 11,189 10,539 11,040 11,043 10,840 11,055 11,189 11,400
Source: 1995 Danish ABC, 1996-2001 Dansk Oplagskontrol, 2002-2005 ZenithOptimedia
Notes: Includes agency commission only until 1998, excludes production costs and classifieds, magazines are consumer only, before
discounts. Other includes free magazines, trade press, annuals, directories and outdoor.
NB: Agency commission was removed from the monitored figures in 1999, hence the drop in expenditure that year
Research
Circulation is audited by: Danish Audit Bureau of Circulations
Readership is measured by: Index Danmark/Gallup
Methodology: Every year Gallup holds 18,900 computer-assisted
telephone interviews (CATI) about dailies and 6,300 interviews
about Sundays.
Taxes
VAT on: sales 0 advertising 25%
newsprint 25%plant 25%
composition 25%(standard VAT rate 25%)
The tax rate for all companies in Denmark is 32%
Subsidies
Newspapers received direct subsidies amounting to DKr 9
million in 2002.
Discounts
on: post * rail 0 telephone 0 telegraph 0 telex 0
* There is a reduction on postal rates but it is not possible to
calculate this as a percentage.
Ownership
Does any law exist governing publishing-house ownership, or the
registration of shares in newspaper-publishing companies No
Is there any law prohibiting or restricting foreign companies or
individuals from owning shares, and in particular, the majority of
shares, of domestic daily newspapers No
Is there any law prohibiting daily newspaper or periodical publishers
from operating radio or television stations in the same locality
Nothing specific, but more general restrictions on local radio
and television ownership do exist.
So as to guarantee disclosure and transparency in the capital structure
and to avert silent partnerships, is there a law or rule making it possible
to determine who actually owns a publishing company If the
publishing company is incorporated with limited liability,
owners of more than 5% of the shares must appear in a special
public company register.
Is there an antitrust law limiting concentration in the daily press
No
Is further regulation of media concentration expected No
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003