On 5 December 2018, FIPP’s Insight News presented the Native Advertising Trends 2018. This year has seen a dramatic increase in the financial importance of native advertising. For the third year in a row, the findings of the annual global study were presented in cooperation with the Native Advertising Institute covering native advertising trends in the magazine industry. This report will give you first-hand insights on the latest trends in native advertising and what you should be doing to stay ahead of the curve.
Download now: Native Advertising Trends 2018 – the Magazine Industry
On average, native made up 31% of overall advertising revenue for magazine publishers in 2017 — up from 21% in 2016. This has in turn lead to increased expectations among publishers for the 2018 results. 69% of magazine publishers expect that native will have driven more of their annual advertising revenue this year than last year, and they expect native to drive 46% of their total annual advertising revenue in three years. This is up from the 2017 three-year projection of 40%.
The research provides you with answers to:
How magazine publishers view native advertising in general
Budget expectations for native advertising in the magazine industry
How publishers are organising around their native advertising efforts
How the magazine publishers measure native advertising effectiveness
Threats and opportunities according to magazine publishers
The findings in this report are based on answers from 150 magazine executives from 41 countries across the globe.
2023 promises an interesting ride for print in India
Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and
multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.
The fragmented commercial printing industry faces substantial challenges as does the newspaper industry.
While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately
their growth will also be moderated by the progress of the overall economy. On the other hand book
printing exports are doing well but they too face several supply-chain and logistics challenges.
The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.
Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.
Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.
Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.