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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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERyears, accounting for more than 40 perc<strong>en</strong>t<strong>of</strong> advertising exp<strong>en</strong>ditures. <strong>Newspapers</strong>,however, made up about one-third in 1996,and will continue to lose its share, droppingto about one-fourth in 2010. Outdoor/othersare more important compared to that in NorthAmerica and Western Europe, accounting forabout 10 perc<strong>en</strong>t.North AmericaIn North America, ad sp<strong>en</strong>ding w<strong>en</strong>t up fromUS$109 billion in 1996 to $207 billion in2010. Among all media, the Internet, outdoorand magazines increased most – with morethan 100 perc<strong>en</strong>t growth. For newspapers,however, growth is relatively slower, with only38 perc<strong>en</strong>t during the 15 yearsUS$ million250,000North America Advertising Exp<strong>en</strong>diture, 1996-2010<strong>Newspapers</strong> Magazines TV Radio Cinema Outdoor/others Internet200,000150,000100,00050,00001996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Source: Z<strong>en</strong>ithOptimedia © <strong>World</strong> <strong>Association</strong> <strong>Newspapers</strong> 2007-2008US$ million140,000120,000Western Europe Advertising Exp<strong>en</strong>diture, 1996-2010<strong>Newspapers</strong> Magazines TV Radio Cinema Outdoor/others Internet100,00080,00060,00040,00020,00001996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Source: Z<strong>en</strong>ithOptimedia © <strong>World</strong> <strong>Association</strong> <strong>Newspapers</strong> 2007-200822
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