Newspaper Market To Stabilise In 2003, Says Billetts
The newspaper industry was forced to take stock last year as belt tightening and consolidation acted as a brake on spending. Nonetheless, the market appears to have bottomed out and a new set of press forecasts identifies some reasons for optimism in 2003.
The decision by editor Piers Morgan to commit the Daily Mirror to a serious news agenda was rewarded when the title won three Newspaper of the Year awards. However, there was no corresponding increase in circulation and the price war with the Sun hit revenues at both newspapers. The weekend tabloid market could be buoyed by the arrival of Express Newspapers’ Daily Star Sunday.
Outlook for 2003 According to a report by the media consultancy, Billetts, the newspaper market will be static this year with gains in advertising offset by a 1% fall in overall circulation. The Daily Star and The Sunday Times are expected to buck this trend while the People and the rebranded Independent could struggle to maintain their market share. The same applies to the Evening Standard which faces a new threat when Richard Desmond’s free London evening newspaper is launched.
Colour continues to drive display volume growth, which is predicted to total 1% this year. The mono market will remain soft and overall revenues are expected to be flat year on year. Motors and retail are seen as the influential sectors but finance and computers are stuck in the doldrums.