Another depressing report for the print publishing industry as the latest WARC figures point to an acceleration in the contraction of the newspaper ad industry. The World Advertising Research Centre – the group behind the official Advertising Association stats for the UK market – sees newspaper advertising shrink by more than £1.6bn between now and […]
Another depressing report for the print publishing industry as the latest WARC figures point to an acceleration in the contraction of the newspaper ad industry. The World Advertising Research Centre – the group behind the official Advertising Association stats for the UK market – sees newspaper advertising shrink by more than £1.6bn between now and 2019 (a move from £6.7bn to £5.096bn over 12 years). That contraction is in spite of bullish growth in the overall ad market, although with the concentration being on digital channels. With the profitability of the print sector already under extraordinary pressure, this will wound investor confidence even further. Our take: among the firms without strong digital strategies, watch out for the spiral of cost cutting, weaker products, lower engagement, and even weaker drivers for advertisers; among those with the master plan the big question remains – does the collapse of print revenue get properly offset by the growth of digital channels.
WARC: http://www.warc.com, 21/01/2008
