WORLD PRESS TRENDS - World Association of Newspapers

NETHERLANDS
Commentary- Dutch Newspaper Publishers Association (NDP)
After several years of growth the Dutch economy nearly came
to a standstill in 2002. The unemployment rate has been rising
since 2001, and prospects for the near future are uncertain.
Dutch newspapers had an even worse year in 2002 than they
did in 2001; both years were very different from the boom years
of the late 1990s and 2000. Total ad volume fell 11.0% in 2002,
and ad expenditure in daily newspapers fell 11.7%. Two large
categories increased the volume of their advertising – property
increased by 15.2% and travel and tourism increased 3.7% – but
recruitment advertising volumes fell 27%, classified as a whole
fell 12%, and most categories of display fell also.
The ‘Quality Index System (QiS)’ project concluded successfully
at the end of 2002. This aims to measure the value of different
types of newspaper advertising. In 2003 several publishers will
start their own system of differentiated advertising rates based
on the QiS findings, but an overall system for all newspapers
hasn’t yet been established.
Total circulation of daily newspapers fell 1.5% in 2002, bringing
the total to 4.31 million copies per day. This excludes the free
daily newspapers Sp!ts and Metro, which are estimated to have
a joint circulation of 735,000. At the end of 2002, though, the
circulation of the Dutch paid newspapers increased after several
years of decline.
The changes in sales volume, cover prices and ad expenditure
are estimated to have resulted in a 5.5% decline in overall
turnover of newspaper publishers in 2002. Total costs are
estimated to have declined 1.9%, thanks largely to a 10.5%
decline in the price of newsprint. The cost of home delivery
and distribution increased by 6.6%. Continuing shortages in
the job market create huge problems for home delivery in many
areas, despite recent job losses. Four Dutch newspaper groups
started a joint venture for combined delivery of their national
and regional newspapers in the central area of the Netherlands
in September 2002. The first results have been satisfactory. If
they remain so, this operation will be extended on a nationwide
scale gradually from the beginning of 2004, and will be open to
all daily newspapers.
Many publishers have reduced or reversed their investment in
online activities as they have struggled coped with the decline
in their core market.
Average pre-tax margins fell by 3 percentage points to 7%. The
Association estimates that about half of the 31 daily newspapers
that participate in its annual survey will report losses for 2002.
The situation in the Dutch daily press, and the fear of
consolidation and loss of plurality in the newspaper market,
has caused Parliament to question the government about its
press policy. The Dutch Newspaper Publishers Association has
stressed that discussions will have to focus on the public function
of privately produced newspapers in a media environment that
has changed drastically. Debates were started in April 2002.
POPULATION
Population by age and sex
All individuals Male Female Households
000 % 000 % 000 % 000
Children 2,999 19 1,534 19 1,465 18 6,760
16-24 1,912 12 973 12 939 12
25-34 2,385 15 1,208 15 1,177 14
35-44 2,587 16 1,316 17 1,271 16
45-54 2,302 14 1,166 15 1,136 14
55-64 1,721 11 866 11 855 11
65+ 2,199 14 909 11 1,290 16
Total 16,105 100 7,972 100 8,133 100
Source: CBS (Statistics Netherlands, 1 January 2002)
Age structure of readership (2000/01)
% of % daily reach
Age readership within age group
0-15 3 45
16-24 11 57
25-34 17 58
35-44 20 66
45-54 20 73
55-64 14 74
65+ 16 68
Source: SUMMO Scanner (Jul 2000 - Jun 2001)
Population by social class and sex (2000/01)
All adults 18+ Male Female Households
000 % 000 % 000 % 000 %
W1 (High) 2,304 19 1,339 24 965 15 1,236 18
W2 2,275 19 1,269 22 1,006 16 1,082 16
W3 2,128 18 866 15 1,262 20 1,288 19
W4 4,177 34 1,728 30 2,449 38 2,416 35
W5 (Low) 1,154 10 389 7 765 12 803 12
Total 12,131 99 5,684 98 6,447 100 6,825 100
Source: Summo (DGO July 2000 – June 2001)
W1 (High) = high education + high income
W2 = high education + middle income/middle education + high income
W3 = high education + middle income/high education + low income/
low education + high income
W4 = middle education + middle income/middle education + low income/
low education + middle income
W5 (Low) = low education + low income
Newspaper reach (%) (2000/01)
Daily Weekly Monthly
All adults 18+ 66.1 86.4 92.0
Men 71.7 89.8 93.9
Women 61.0 83.2 90.2
MHS 64.0 84.8 91.0
Source: SUMMO Scanner (Jul 2000 - Jun 2001)
MHS: Main Household Shopper
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 201