WORLD PRESS TRENDS - World Association of Newspapers

PORTUGAL
Top ten advertising categories (2001) Top ten publishing companies (1999) Top ten advertisers (2001)
Advertising sector (ranked by expenditure) (ranked by total circulation of dailies) Advertiser Newspaper expenditure Euro (000)
Telecoms Empresa do Jornal de Noticias TNM 9,406
Vehicles Soc. Vicra Desportiva Vodafone 6,914
Banking/insurance Edisport-Soc.Prod Desportivas Portugal Telecom 6,622
Public services Presse Livre-Imprensa Livre Optimus 3,831
Media Diário de Notícias BES 3,544
Corporate services Público Comunicaçáo Social CGD 3,406
Office equipment Jornalinveste-Comunicaçáo BCP 2,653
Development Medipress-Soc. Jornalistica e Editorial Beltronica 2,609
Tourism Publicacóes Prodiárió Fiat 2,455
Construction Empresa O Comércio do Porto Porto 2001 2,260
Source: Universal Media
Source: Sabatina
ADVERTISING EXPENDITURE & ECONOMIC DATA
Advertising expenditure
(Euro millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 48 47 56 72 92 99 89 78 78 80 85
Magazines 86 96 110 134 170 181 160 141 138 138 146
Television 216 272 330 385 455 519 484
Radio 25 31 46 47 58 62 61
Cinema 0 0 0 4 5 6 7
Outdoor 48 58 64 75 86 99 103
Internet 0 0 0 4 4 5 5
Total 422 504 606 721 870 970 909 837 841 870 918
Source: 1995-2001 Sabatina, APAP, 2002-2005 ZenithOptimedia
Notes: Before discounts, excludes production costs, agency commission and classified advertising.
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 1.12 Euro at 2001 rate
Gross Domestic Product (Euro billion)
at current prices 79 84 89 96 107 114 123
% change 8.1 6.4 6.2 7.8 11.5 6.6 7.6
at 2001 prices 94 97 101 105 115 119 123
% change 11.4 3.2 4.0 4.7 9.0 3.6 3.2
Gross Domestic Product per capita (Euro 000)
at current prices 8 8 9 10 11 11 12
at 2001 prices 9 10 10 11 12 12 12
Population
Millions 9.9 9.9 9.9 10.0 9.9 10.0 10.0
Consumer Price Index
2001=100 84.1 86.7 88.6 91.1 93.2 95.9 100.0
%change 4.1 3.1 2.1 2.9 2.3 2.3 4.3
Ad.spend as a % of GDP
0.54 0.60 0.68 0.75 0.81 0.81 0.74
Advertising Expenditure Growth (%)
at current prices 17.7 19.3 20.3 18.9 20.6 11.5 -6.2
at 2001 prices 13.1 15.7 17.8 15.6 18.0 8.3 -10.1
Source: IFS, ZenithOptimedia
Research
Circulation is audited by: APCT (Associação Portuguesa para o
Controlo de Tiragem e Circulaçao)
Readership is measured by: Marktest, Sabatina
Methodology: 5,040 computer-assisted telephone interviews
conducted three times a year.
Taxes
VAT on: sales 5% advertising 17%
newsprint 5% plant 17%
composition 17% (standard VAT rate 17%)
Newspaper profits are taxed at 37.4%, which is the standard
rate of corporation tax
Subsidies
Are there subsidies for the purchase of newsprint No
Are loans granted at low interest rates for re-equipping or improving
existing equipment No
Discounts
on: post 55%-60% rail 0 telephone 0 telegraph 0 telex 0
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 Yes, foreign companies can
only own up to 10%.
Is there any law prohibiting daily newspaper or periodical publishers
from operating radio or television stations in the same locality No
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 No
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