WORLD PRESS TRENDS - World Association of Newspapers

ESTONIA
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Distribution and newsprint costs
1998 1999 2000 2001 2002
As % of average cover price
Single copy sales 30 32 30 28 30
Average distribution cost per copy
Home deliveries 28 27 15
Postal deliveries 30 29 20
26 28
Subscription Kroon 0.90 1.50 0.90 1.73 1.77
Euros 0.06 0.10 0.07 0.11 0.11
Single copy Kroon 1.50 2.10 1.25 1.60 1.75
Euros 0.10 0.14 0.09 0.10 0.11
Newsprint costs (average per ton)
Kroon 7,100 6,700-7,100 8,000 8,650 8,000
Euros 461 435-461 622 553 511
280
260
240
220
200
180
160
140
120
100
Dailies: Advertising and sales revenues at current and constant
2001 prices (Kroon million)
1998 1999 2000 2001 2002
Current
Current
Sales revenues
Advertising revenues
Constant
Constant
Change (%)
1998 1999 2000 2001 2002 98/2002 2001/02
Advertising revenues (Kroon million)*
Dailies 223 201 217 224 224 21.74 3.23
Dailies § 253 221 229 224 215 -0.96 -2.39
Non-dailies 101 94 98 114 115 21.28 16.33
Free papers 6 6 7 14 13 366.67 100.00
Online 3 4 4 3 3 - -25.00
Sales revenues (Kroon million)
Dailies 194 239 227 232 235 46.84 2.20
Dailies § 220 263 240 232 226 19.45 -3.36
Non-dailies 152 141 147 121 123 5.22 -17.69
Volume of advertising sold (number of newspaper ads)
Total - - 247,925 - - - -
Source: Emor
§ at constant 2001 prices
* Includes classified and inserts; excludes production costs and agency commission;
after discounts of 10%-20%
Type of newspaper sales (%)
Single Home/postal
copy deliveries
1998 35 65
1999 38 62
2000 24 76
2001 20 80
2002 20 80
Contribution of classified, display and insert
advertising to total advertising income (%)
1998 1999 2000 2001 2002
Display 72 72 72 78 76
Classified 24 24 24 16 16
Inserts 4 4 4 6 8
Top ten dailies (2002)
Circulation Readership Cover Price Full page rate (Kroon)
Title Publisher (000) (000) Kroon US$ Format Mono Colour
SL Õhtuleht AS SL Õhtuleht 65 293 7.00 0.40 Tabloid 35,700 46,200
Postimees AS Postimees 62 276 7.00 0.40 Tabloid 46,000 46,000
Eesti Päevaleht AS Eesti Päevaleht 34 209 7.00 0.40 Tabloid 40,700 45,200
Äripäev Äripäeva Kirjastuse AS 21 116 15.00 0.85 Tabloid 45,000 45,000
Pärnu Postimees AS Pärnu Postimees 15 54 5.00 0.28 Tabloid 15,000 15,000
Sakala Sakala Kirjastuse AS 11 37 4.00 0.23 Tabloid 14,300 15,700
Virumaa Teataja AS Viru Press 9 34 4.00 0.23 Tabloid 13,200 14,500
Meie Maa OÜ Saaremaa Raadio 9 30 4.00 0.23 Tabloid 9,000 -
Põhjarannik / Severnoje Poberezhje AS PR Põhjarannik 9 23 4.00 0.23 Tabloid 10,000 12,000
0RORGMRåÃ(VWRQLL AS Moles 8 - 5.00 0.28 Tabloid 9,300 16,500
Source: Estonian Newspaper Association
Top ten advertising categories (2001)
Advertising sector
Expenditure
EEK (000s)
Communication, computers 104,084
Business, property 99,677
Entertainment 74,216
Transport 58,075
Construction 50,007
Tourism 37,860
Trade 29,202
Media, publishing 27,982
Education, training 19,634
Services 15,850
Source: Adex, EMOR Gallup Media
Top ten publishing companies (2001)
(ranked by total revenue)
AS Postimees
Äripäeva Kirjastuse AS
AS SL Õhtuleht
AS Eesti Päevaleht
Eesti Ekspressi Kirjastuse AS
AS Maaleht
AS Pärnu Postimees
OÜ Zeromark (Den za Dnjom)
AS Rukon-Info
Sakala Kirjastuse AS
Source: Estonian Newspaper Association
Top ten advertisers (2001)
Advertiser
Tietopuhelin
Kadaka Säästumarket
Telecity
Mäkitorppa
Eesti Telefon
Info-Auto
EMT
Hansatee
Telefonipood
Silja Line
Source: Adex, EMOR Gallup Media
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 111