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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERPrinted Newspaper ReadershipAmong Online NewspapersReaders, U.S.When was the last time you reador looked at the printed copy ?Time Spent on Newspaper MediaAmong Crossover Users, U.S.Since you began using a newspaper Web site,has your combined time spent withprint and Web-based newspaper media?Read longerthan 30 days ago7%Never read3%Decreased12%Don’t know1%Read 8-30days ago9%Readlast 7 days81%Increased35%Remainedthe same52%Base: 710 online newspapers readersSource: Newspaper National Network LP / Scarborough Research,the 2007 Newspaper National Network Integrated NewspaperFootprint Study© World Association of Newspapers 2007-2008Base: 576 readers who read both online and printed newspapersSource: Newspaper National Network LP / Scarborough Research,the 2007 Newspaper National Network Integrated NewspaperFootprint Study© World Association of Newspapers 2007-2008Visits to U.S. News SitesAmong Print Newspaper ReaderSegments, Summer 2007Print news brandsNYTimes.comWSJ.comWashingtonpost.comLA TimesChicago TribuneTV news brandsMSNBCCNNFoxnews.comCBS News DigitalABC News DigitalInternet news brandsGoogle News SearchAOL NewsYahoo! NewsTopix.comDigg.comComposition IndexHeavy Medium Light1031471091091069982104113948210994827585415898949593901068899991061051029111910195931129082110849510699116122Nonreaders104106951121081061091291151021189499124102WDMT is a work in progress. As years go on,we will continue to illuminate the emergenceof many more digital channel frontiers.We rely on the sources of data and thegenerosity of research houses in order to acton our commitment to bring the widest arrayof information to our publisher colleagues.To contribute research to this compilation,please contact Martha Stone, director of theWorld Association of Newspaper’s Shapingthe Future of the Newspaper project, atmstone@wan.asso.fr.Base: Total U.S. 18+, Home/Work LocationsSource: comScore Plan Matrix© World Association Newspapers 2007-200814
VOLUME 6 REPORT N° 2 WORLD DIGITAL MEDIA TRENDS1. Global Media AdvertisingLandscapeData from a variety of research firms aroundthe world shows that media industryadvertising spend has been on the rise over thepast decade, and projects an upward trend forthe foreseeable future. Although predictionsmay vary somewhat from one research houseto another, all the sources estimate global adspend will reach at least US$450 billion by theyear of 2010. These figures, detailed further inthis report, include:• PriceWaterhouseCoopers (PwC) reportsglobal advertising has grown steadily since2002, and predicted it will reach US$500billion in 2010, with an average compoundedannual growth rate of 5.4 percent from 2007 to2011.• According to IBM Institute for BusinessValue, global advertising spending willincrease from less than US$300 billion in 2002to more than $450 billion in 2010.• Research firm ZenithOptimedia estimatedglobal advertising expenditure will exceedUS$482 billion this year and reach $539billion in 2010.When overall advertising growth is looked atby sector, research firms agree that Internetadvertising expenditures around the world aregrowing at a much faster rate than othersectors. In 2002, online advertising claimedonly a 2.8 percent share of the overall globalad market share. However, as room for growthis much larger on the Internet than in othersectors, this number will reach 10.8 percent bythe end of 2008 and climb to 13.8 percent in2011, auditing firm PwC has forecast.While the Internet’s surge comes as nosurprise, its ability to garner billions of dollarsof advertising revenue has come at the expenseof traditional media, including television,newspapers, magazines and radio. Newspapersclaimed 31.5 percent of the advertising sectorglobally in 2002. That number has dropped to26.5 percent in 2008, and will continue todecrease, but at a slower rate, to 25 percent in2011, PwC predicts. Magazines and radio arealso losing market share, with magazinesprojected to slip from 14.2 percent in 2002 to12 percent by 2011, and radio projected to dropfrom 8.9 percent in 2002 to 7.3 percent in 2011.Focusing on newspapers, growth in print15
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SPECIAL REPORTMAY 2008 © WANShapin
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