WORLD PRESS TRENDS - World Association of Newspapers

TAIWAN
Working population by social class and sex (2001)
Adults Male Female
000 % 000 % 000 %
A 413 4 356 6 57 1
B 638 7 325 6 313 8
C 1,639 17 964 17 675 17
D 1,042 11 229 4 813 21
E 1,779 19 809 15 970 25
F 714 8 519 9 195 5
G 3,197 34 2343 42 854 22
Total 9,422 100 5,545 100 3,877 100
Source: Directorate General of Budget and Statistics,
Executive Yuan, R.O.C.
A= legislators, administrators, business execs., managers
B= professionals
C= technicians and associate professionals
D= clerks
E= service workers, shop and market sales assistants
F= agricultural, animal husbandry, forestry and fishing workers
Age structure of readership
% of % reach within
Age readership age group
12-24 2.9 24.7
15-24 21.7 48.3
25-34 24.2 53.9
35-44 27.3 58.8
45-54 20.2 51.4
55-60 3.7 38.8
Newspaper reach (%)
Daily Weekly
All adults 50.8 64.2
Men 50.9 63.8
Women 50.7 64.7
Source: AC Nielsen Media
Index July-Dec 2002
NUMBER OF TITLES AND CIRCULATION
Change (%)
1998 1999 2000 2001 2002 98/2002 2001/02
Number of titles
National dailies 27 29 29 27 30 11.11 11.11
Source: Government Information Office, Republic of China
31
30
29
28
27
26
25
Number of daily titles
1998 1999 2000 2001 2002
MORE FACTS
Change (%)
1998 1999 2000 2001 2002 98/2002 2001/02
Advertising revenues (NT$ million)
All newspapers 21,157 18,858 18,746 16,414 12,196 -42.36 34.59
All newspapers § 21,467 19,097 18,746 16,414 12,184 -43.24 34.72
§ at constant 2001 prices
Figures include advertising agency commission
25,000
20,000
15,000
10,000
Dailies: Advertising revenues at current and constant 2001
prices (NT$ million)
5,000
Top ten advertising categories (2002)
Advertising sector
% of display ad revenue
Property 25.80
Auto 12.04
Financial institutions 4.08
Mobile phone services 3.39
Furniture 2.97
Department stores 2.71
Credit cards 2.29
Airlines/travel 1.71
Warehouses 1.59
Hotels 1.42
Source: Rainmaker Industrial Ltd
Note: Foundation and Government organisations not included.
Estimated effective adspend has already deducted the amount
of related discount, sale package, barter and bonus.
Classifieds are not included.
0
1998 1999 2000 2001 2002
Current
Constant
Top ten dailies (2001)
Readership
Title (000)
Liberty Times 4,301
China Times 5,052
United Daily 4,260
Ming Shang Pao 1,463
United Evening 752
China Times Express 641
The Great News Entertainment -
China Daily News -
Taiwan Times 494
Taiwan Daily -
Source: AC Nielsen Media Index July-Dec 2001
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 271