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