Mise en page 1 - World Association of Newspapers
Mise en page 1 - World Association of Newspapers
Mise en page 1 - World Association of Newspapers
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DECEMBER 2006SHAPING THE FUTURE OF THE NEWSPAPERGlobal Advertising Sp<strong>en</strong>ding and Market Share: Internet and <strong>Newspapers</strong>US$ millions140,000<strong>Newspapers</strong> ad exp<strong>en</strong>diture (US$ millions)<strong>Newspapers</strong> market share (%)Internet ad exp<strong>en</strong>diture (US$ millions)Internet market share (%)(%)35120,00030100,0002580,0002060,0001540,0001020,0005002002 2003 2004 2005 2006 2007 2008 2009 2010 2011Sources: PricewaterhouseCoopers LLP, Wilk<strong>of</strong>sky Gru<strong>en</strong> Associates © <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-2008advertising exp<strong>en</strong>ditures have be<strong>en</strong> slow inmany markets around the world. The Internet’srise has be<strong>en</strong> a new opportunity to monetise onyet another platform, cultivating new and wideraudi<strong>en</strong>ces, str<strong>en</strong>gth<strong>en</strong>ing newspaper brandsonline and seeing reach for both cont<strong>en</strong>t andadvertising that was unheard <strong>of</strong> in the past.Opportunities for growing Internet advertisingexp<strong>en</strong>ditures are especially strong in WesternEurope, the Asia Pacific and North America,where online developm<strong>en</strong>t is booming.According to these research houses, Internetadvertising is growing at a fantastic rate acrossthese regions, while its market share has gonefrom less than a one perc<strong>en</strong>t share in 1996, tomore than 10 perc<strong>en</strong>t in 2010. Growth in WesternEurope makes for an especially promisingopportunity, as the Internet is expected to havea more than 15 perc<strong>en</strong>t market share in 2010.In many areas around the world, the online adsector is not making up for print losses fast<strong>en</strong>ough; however, it is a transition period thatcan be managed by an industry that hasremained virtually unchanged for hundreds <strong>of</strong>years, and has the history and solid foundationthat l<strong>en</strong>ds itself to growth and revitalisation.While opportunities online do not come withoutdifficulties, understanding tr<strong>en</strong>ds in rev<strong>en</strong>uestream growth both now and in the future,especially on the Internet, means newspapershave the tools to decide their futures, mappingout the growth and possibilities ahead.Share <strong>of</strong> Global Entertainm<strong>en</strong>t and Media Market: 2003, 2007 and 2011 (%)20032007 201114.46.3 6.6 6.511.97.1 6.5 5.5 5.31.71.611.97.3 6.311.61.59.77.86.1235.28.110.7Filmed <strong>en</strong>tertainm<strong>en</strong>tTN networks broadcast and cableTV distributionRecorded musicRadio/Out-<strong>of</strong>-home advertising8.3126.85.82.5Internet advertisingand access sp<strong>en</strong>dingVideo gamesBusiness informationMagazine publishingSource: PricewaterhouseCoopers LLP, Wilk<strong>of</strong>sky Gru<strong>en</strong> Associates © <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-200813.711.32.34.77.410.265.72.516.912.82.14.5Newspaper publishingBook publishingTheme parks and amusem<strong>en</strong>t parksCasino and other regulated gamingSports16
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