World Newspaper Ad Revenue And Circulation Up
Newspaper advertising revenue showed the biggest rise in four years, with last year’s world-wide circulation up slightly, according to the World Association of Newspapers (WAN).
WAN said global newspaper sales were up 0.56% over the year, and had increased by 6% over the past five years. Much of the sales growth last year was again in Asia.
When free dailies are added to the paid newspaper circulation, global circulation increased 1.2% last year and 7.8 % over the past five years. Free dailies now account for 6% of all global newspaper circulation and 17% in Europe alone.
Advertising revenues in paid dailies were up 5.7% last year from a year earlier and up 11.7% over five years. No figures were available for free daily advertising revenues.
“Overall, the audience for newspapers keeps on growing, both in print and online,” said Timothy Balding, chief executive officer of the Paris-based WAN. “Newspapers are increasing their reach through the exploitation of a wide range of new distribution channels, ranging from daily free newspapers to online editions. They are proving to be incredibly resilient against the onslaught of a wide range of media competition.”
More than 439 million people buy a newspaper every day, up from 414 million in 2001. Average readership is estimated to be more than one billion people each day and the five largest markets for newspapers are China, India, Japan, the US and Germany,
However daily paid newspapers in the EU saw a 0.61% drop in circulation in 2005 and 5.3% over five years. When free dailies are added, year-on-year circulation increased 1.3 % and five-year circulation grew 0.05%. Over the five years between 2001-2005 circulation declined in the United Kingdom by 9.8%.
Newspapers’ share of the world ad market held relatively steady with 30%, marginally down from 2004. Newspapers remain the world’s second largest advertising medium, after television, and are expected to retain this position for many years. However newspaper advertising revenue declined in the UK by 4%.
Internet advertising revenues continue to grow rapidly, and were up 24% in 2005, the highest growth for five years, and the number of newspaper web sites increased by 20% in 2005.