WORLD PRESS TRENDS - World Association of Newspapers

COLOMBIA
Online readership (no. of hits per year)
Newspaper 1997 1998 1999
El Tiempo 2,920,000 1,500,000 14,583,818
El País 264,210 - 6,480,000
El Colombiano - 18,000 4,770,000
El Espectador 784,260 - 1,620,000
Portafolio - 660,000 1,059,552
La República - 14,287 750,000
El Universal 40,000 138,400 466,027
La Tarde - 30,000 120,000
El Nuevo Dia 23,000 126,000 110,000
La Crónica - 10,000 48,000
Source: ANDIARIOS
Figures correspond to visitors per year, except
La República, which shows figures for Aug-Dec 99.
Newspaper reach 1999 (%)
By sex Daily Monthly
All adults 25.4 72.6
Men 31.7 77.9
Women 20.0 68.0
By socio-economic level
Upper class 52.6 87.4
Middle class 28.4 76.2
Lower class 15.2 61.7
Source: E.G.M. Estudio General de
Medios 1999, ACIM
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 2,300 Pesos at 2001 rate
Gross Domestic Product (Peso billion)
at current prices 84,439 100,711 121,708 140,483 151,565 173,730 189,526
% change 25.0 19.3 20.8 15.4 7.9 14.6 9.1
at 2001 prices 176,815 175,376 178,345 171,030 165,905 173,730 189,526
% change 3.4 -0.8 1.7 -4.1 -3.0 4.7 9.1
Gross Domestic Product per capita (Peso 000)
at current prices 2,191 2,563 3,038 3,441 3,644 4,105 4,428
at 2001 prices 4,588 4,463 4,452 4,189 3,989 4,105 4,428
Population
Millions 38.5 39.3 40.1 40.8 41.6 42.3 42.8
Consumer Price Index
2001=100 47.8 57.4 68.2 82.1 91.4 100.0 100.0
%change 21.0 20.2 18.8 20.4 11.2 9.5 8.7
Ad.spend as a % of GDP
0.77 0.92 0.91 1.13 1.19 1.24 1.30
Advertising Expenditure Growth (%)
at current prices 34.8 25.0 9.1 14.3 -7.8 0.7 4.2
at 2001 prices 11.5 3.9 -8.2 -5.1 -17.1 -8.0 -4.2
Source: IFS, ZenithOptimedia
Advertising expenditure
(US$ millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 200 236 242 227 203 203 250 268 287 311 335
Magazines 51 57 63 71 63 63 66 70 76 81 90
Television 365 472 512 636 592 598
Radio 97 126 155 177 166 167
Total 713 891 972 1,111 1,024 1,032 1,075 1,150 1,236 1,334 1,448
Source: 1995-2000 Dane, 2001-2005 ZenithOptimedia
Notes: Excludes production costs and classified advertising, includes agency commission, after discounts
Research
Circulation is audited by: Five members of ANDIARIOS have
enlisted the firm Pricewaterhouse Coopers to audit their data,
using methodology approved by the Audit Bureau of
Circulation. Other newspapers use their own methodologies to
keep track of this information. There is no dedicated
organisation that audits this information.
Readership is measured by: The Asociación Colombiana de
Investigación de Medios (ACIM) represents media companies,
advertising agencies and media buyers, and carries out the
Estudio General de Medios (EGM), which is the most
comprehensive media study in Colombia.
Taxes
VAT on:
sales 0 advertising 10%
newsprint 15% plant 15%
composition 15% (standard VAT rate 15%)
VAT has been reduced from 16% to 15%, and is 10% for those
newspapers which have revenues exceeding Peso 3 billion.
From the 1 st of January 2005 a level of 2% VAT will be introduced
for those newspapers which have revenues below Peso 3 billion.
There is a 35% tax rate on profits, which is the normal rate for
all private companies in Colombia.
Industry and commerce taxes are different in each city.
Newspapers are exempt from paying customs tariffs and VAT
when they import newsprint from other countries.
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 87