Wan-Ifra’s annual World Press Trends 2016 survey gave some valuable insights and trends, including the fact that globally newspaper is the biggest revenue generator of all media. Here are some of the highlights of the findings of the study.
According to the report, the global reach of newspaper in 2015 was 2.7 billion people, which means 40% of all adults read print newspapers, while more than 40% of all internet users, which is about 1.3 billion, read newspapers in digital format. The increase in global newspaper print circulation was 5% at 719 million copies against 685 million copies in 2014. “If we look at it critically, from the global perspective, print is increasing,” said Manfred Werfel, director, World Printers Forum, Wan-Ifra, Germany, while addressing delegates at Wan-Ifra conference in Kolkata.
The biggest newspaper markets are USA, Japan, Germany, China, UK, India and Brazil. These seven markets command half of global revenue, and 80% of global daily circulation. “However, if you enter different regional markets, you will find a different perspective—there the growth in print circulation is under pressure. In other regions of the world, you can see either stagnation or fall in print circulation. The biggest decline is seen in Europe and Australia,” informed Werfel. “Nevertheless, globally, newspaper is the biggest revenue generator of all media at 92%.”
In 2015, the global newspaper digital advertising revenue increased by 7.25% at US$ 9302 million, while the digital circulation revenue increased by more than 30% at US$ 3011 million. The report also gave a detailed insight about advertising expenditures in India, which spends more than 30% of its advertising revenue in digital media while more that 18% is spent on radio. Spends on cinema, TV and outdoor media are more than 15%, 11% and 13%, respectively. Press or print media commands the lowest advertising expenditure in India at about 10%.
