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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERGlobal Advertising Spending and Market Share: Internet and NewspapersUS$ millions140,000Newspapers ad expenditure (US$ millions)Newspapers market share (%)Internet ad expenditure (US$ millions)Internet market share (%)(%)35120,00030100,0002580,0002060,0001540,0001020,0005002002 2003 2004 2005 2006 2007 2008 2009 2010 2011Sources: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates © World Association of Newspapers 2007-20082002 to nearly 540 million households in2011, a growth of more than ten-fold.Chapter 4 focuses on how trends are impactingthe newspaper industry. For newspapercompanies, an obvious trend has appeared inpast years showing overall global newspaperadvertising market share is dropping. However,several studies have pointed out opportunitiesfor newspapers that are able to embrace digitalformats and marry the two.• A Harris Interactive and Innovation MediaConsulting Group survey in seven countriesconcluded that the Internet will become theprimary news and information source withinfive years, while newspapers will lose thedominating position they have held for morethan a century.that newspapers migrating to online shouldcontinue concentrating on print side, keepingexisting print customers happy, while addingonline advertising customers for a morepositive combined revenue outlook.In Chapter 5, WDMT has highlighted somesavvy newspaper companies, which areachieving success with their digital revenuemakingand audience-building strategies,serving as best practices in the digital era.These cases include quadrantONE, the Yahoo!Newspaper Consortium, NYTimes.com, AsahiShimbun, Gannett Company, Inc., Agora andthe E.W. Scripps Company. These pioneeringexamples will be a role models for the industryin this changing era.• A U.S. survey from Datran Media concludednewspapers should not stick to printadvertising as their sole revenue source, butshould embrace new opportunities in digitalformats. According to the 2007 E-mailMarketing Survey, marketers would like to usenew ad formats more than they would like touse print ads in their marketing plans for thefollowing year. More than 60 percent ofresponding marketers planned to use e-mail orsearch marketing tactics in 2007, while lessthan 20 percent planned to use printadvertising.• Studies from comScore and the NewspaperNational Network, on the other hand, report8
VOLUME 6 REPORT N° 2WORLD DIGITAL MEDIA TRENDSIntroductionThe World Digital Media Trends (WDMT)yearbook was born in 2007 in order to shine alight on the digital opportunities that areavailable to newspaper companies worldwide –not through case studies and quantitativeanalysis, but rather, through statistical factsand projections based in solid qualitativeresearch methodology.In its second year, WDMT serves as a deskreference for publishers, business strategists,academics and editors in illuminating the vastarray of editorial and revenue-making productson digital platforms. Statistics clearly showtrends in usage patterns and revenuetrajectories, which signal opportunities. Forexample, all indications show that both videousage online and corresponding videoadvertising show great promise in many partsof the world.A good place to start in the analysis ofqualitative data is to identify which digitalchannels show promise in which countriesaround the world. The World Association ofNewspapers conducts Digital Hot Spotsresearch to show which countries showpromise in mobile and Internet access, which isone key indicator for showing promise for moreusage, and therefore, more revenue potential.The WDMT Hot Spots index ranks countriesbased on mobile penetration and Internetpenetration, dividing this data into fourcategories:• Hottest: Areas with the highest rankings.Mobile penetration in these regions is higherthan 65 percent, and Internet penetration ishigher than 40 percent.• Hot in mobile: Areas with high rankings inmobile penetration, but not the Internet.Mobile penetration in these regions is higherthan 65 percent, but Internet penetration islower than 40 percent.• Hot in Internet: Areas with high rankings inInternet penetration but not in mobile. Mobilepenetration in these regions is lower than 65percent, but Internet penetration is higher than40 percent.• Coolest: Areas with the lowest rankings inboth categories. Mobile penetration in theseregions is lower than 65 percent and Internetpenetration is lower than 40 percent.9
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SPECIAL REPORTMAY 2008 © WANShapin
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