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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VOLUME 6 REPORT N° 2WORLD DIGITAL MEDIA TRENDS% <strong>of</strong> totaland US$ millionTelevision<strong>Newspapers</strong>MagazinesRadioInternetYellow <strong>page</strong>sOutdoorOtherTotal (US$ million)U.S. Advertising Sp<strong>en</strong>ding, by Media, 2007MorganStanleyOctober 200635.722.611.99.99.47.23.3–209,971MyersReportSeptember 200731.319.819.39.17.26.33.04.0230,617Opp<strong>en</strong>heimer& Co.January 200733.128.36.711.29.18.33.2–212,011UniversalMcCannJune 200723.415.84.76.93.75.0–40.5290,300Veronis SuhlerStev<strong>en</strong>sonAugust 200732.825.711.79.58.77.33.60.7218,451Source: Jack Myers Media Business Report, “Advertising and Marketing Communications Forecast 2006-2009,” September 17, 2007;Morgan Stanley, “US Internet Advertising Outlook, 2006-2010E,” October 13, 2006; Opp<strong>en</strong>heimer & Co. Inc. with company data, “The DigitalConsumer: Examining Tr<strong>en</strong>ds in Digital Media,” January 2007; Universal McCann**, “Insider’s Report: Robert Co<strong>en</strong> Pres<strong>en</strong>tation on AdvertisingExp<strong>en</strong>diture,” June 26, 2007; Veronis Suhler Stev<strong>en</strong>son, “Communication Industry Forecast 2007-2011,” August 7, 2007; eMarketer calculations,October 2007. © <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-2008Advertising in the United StatesAccording to eMarketer and TNS MediaIntellig<strong>en</strong>ce, U.S. advertising sp<strong>en</strong>ding reachedUS$72.6 billion during the first half <strong>of</strong> 2007.Compared with the same period in theprevious year, it was down 0.3 perc<strong>en</strong>t.Media reporting gains in advertising sp<strong>en</strong>dingare the Internet, magazines and outdoor. Notsurprisingly, the Internet grew the most,increasing by nearly 18 perc<strong>en</strong>t. On the otherhand, TV, radio and newspaper sp<strong>en</strong>ding hasdeclined; the drop was most serious fornewspapers, with a 5.8 perc<strong>en</strong>t recession.As <strong>of</strong> July 2007, cable TV accounted for thelargest share <strong>of</strong> U.S. ad sp<strong>en</strong>ding, with about21 perc<strong>en</strong>t, while network TV and local TVeach made up 16 perc<strong>en</strong>t. National magazineswere still strong with a 13 perc<strong>en</strong>t share andthe Internet accounted for nearly sev<strong>en</strong>perc<strong>en</strong>t. <strong>Newspapers</strong>, including local, nationaland Sunday supplem<strong>en</strong>ts, only made about asev<strong>en</strong> perc<strong>en</strong>t contribution <strong>of</strong> the overall adsp<strong>en</strong>ding, according to Niels<strong>en</strong> Online data.Differ<strong>en</strong>t sources have slightly differ<strong>en</strong>tpredictions <strong>of</strong> U.S. advertising sp<strong>en</strong>ding for2007. However, what’s consist<strong>en</strong>t is that TV isthe medium with the most sp<strong>en</strong>ding, whil<strong>en</strong>ewspapers are ranked second. The Internetstill has a lot <strong>of</strong> growing room – it made upless than 10 perc<strong>en</strong>t <strong>of</strong> the total sp<strong>en</strong>dingacross all the companies’ predictions.%100806040200U.S. Advertising Breakdown,2000, 2005, and 20086 6 5 Yellow Pages4 5 82 2Internet9 837 Outdoor7 10 10 Radio2118 Cable18Television8 723 20201924 232000 2005 2008Source: McCann Erickson / Credit Suisse Estimates© <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-20087MagazineNewspaperDirect MailU.S. Advertising Sp<strong>en</strong>ding Growth,by Media, 2007 – 2009%353028.52520.02015108.66.08.3 4.35 3.1 3.10 0.1-0.37-1.3 -3.2-5-4.6 -4.5-102007 2008 2009InternetMagazinesTelevisionOutdoorYellow <strong>page</strong>sNewspaperSource: Jack Myers Media Business Report, “Advertising andMarketing Communications Forecast 2006-2009,”September 17, 2007; eMarketer calculations, October 2007© <strong>World</strong> <strong>Association</strong> <strong>of</strong> <strong>Newspapers</strong> 2007-2008RadioTotal25