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World Press Trends:
Newspaper Circulation, Advertising Increases
Moscow, Russia
-- Newspaper circulations world-wide rose slightly in 2005 while
newspaper advertising revenues showed the largest increase in
four years, the World Association of Newspapers announced today
(Monday).
WAN said global newspaper
sales were up +0.56 percent over the year, and had increased +6
percent 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
+1.21 percent last year, and +7.8 percent over the past five years.
Free dailies now account for 6 percent of all global newspaper
circulation and 17 percent in Europe alone.
Advertising revenues
in paid dailies were up +5.7 percent last year from a year earlier,
and up +11.7 percent over five years, WAN said. 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."
The new data, from
WAN's annual survey of world press trends, was released to more
than 1,700 publishers, editors and other senior newspaper executives
from 110 countries attending the 59th World Newspaper Congress
and 13th World Editors Forum in Moscow, Russia. The main figures
showed:
- Paid circulation
grew +0.56 percent worldwide in 2005 from a year earlier, taking
global sales to a new high of 439 million daily. With free dailies
added, daily circulation increases to 464 million, a +1.21 percent
increase from the total of paid and free dailies in 2004.
- The total number
of paid-for daily titles was down 0.3 percent in the world in
2005 and up 8.1 percent since 2001. The total number of paid and
free titles increased by +0.06 percent in 2005 and by +8.9 percent
since 2001.
- 2005 saw the best
advertising performance in four years, with a revenue increase
of 5.7 percent.
- The audience for
newspaper web sites continued to grow and was up by+8.71 percent
in 2005 and +200 percent over the past five years.
The survey, which WAN
has published annually since 1986, this year includes information
on all countries and territories where newspapers are published
-- 216.
The 2006 World Press
Trends report reveals:
On circulation
- Paid daily newspaper
circulations were up in 35 percent of the countries surveyed in
2005. Over the past five years, newspaper circulations were up
in 28 percent of the countries surveyed. For non-dailies, 54 percent
of the countries reports year-on-year increases, while 36 percent
reported increases in Sunday circulations.
- 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.
- Seven of 10 of the
world's 100 best selling dailies are now published in Asia. China,
Japan and India account for 62 of them.
-The five largest markets
for newspapers are: China, with 96.6 million copies sold daily;
India, with 78.7 million copies daily; Japan, with 69.7 million
copies daily; the United States, with 53.3 million; and Germany,
21.5 million. Sales increased in China and India and declined
in Japan, United States and Germany in 2005.
- Circulation sales
were up +1.7 percent in Asia in 2005 over the previous year, up
+3.7 percent in South America, up +0.2 percent in Africa, down
-0.24 percent in Europe, down -2.5 percent in North America and
down -2 percent in Australia and Oceania. The North American declines
were primarily in evening newspapers.
- Daily paid newspapers
in the European Union saw a -0.61 percent drop in circulation
in 2005, and -5.26 percent over five years. When free dailies
are added, year-on-year circulation increased +1.34 percent and
five-year circulation grew +0.05 percent.
Newspapers in seven
European Union countries increased their total circulation in
2005. They were: Austria +0.42 percent, Czech Republic +4.88 percent,
Ireland +2.16 percent, Italy +0.03 percent, Poland +9.80 percent,
Slovenia +19.44 percent, and the United Kingdom, +0.05 percent.
Those reporting losses
were: Belgium -1.35, Denmark -2.64, Estonia -0.39, Finland -0.67,
France - 1.6, Germany -2.5, Greece -4.05, Hungary -0.68, Latvia
-2.25, The Netherlands - 3.67, Portugal -3.88, Slovakia - 4.17,
Spain 0.94, and Sweden -1.34.
Over the five years
2001-2005, circulation rose in five countries: Austria +0.09 percent,
Czech Republic +0.87 percent, Ireland +28.91 percent, Latvia +1.46
percent, and Poland +21.63 percent.
In the same period,
circulation declined in: Belgium -4.25 percent, Denmark -11.4
percent; Estonia -0.78 percent; Finland -2.99 percent; France
-7.38 percent; Germany -9.63 percent; Greece -11.62 percent; Hungary
-12.31 percent; Italy -5.25 percent; Netherlands -10.58 percent;
Slovakia -8.55 percent; Spain -1.73 percent; Sweden -2.23 percent
and the United Kingdom -9.85 percent.
Elsewhere in Europe,
circulation in 2005 increased +11.92 percent in Turkey and +7.59
percent in Croatia. It declined -2.78 percent in Norway, and -3.26
percent in Switzerland.
Over five years, the
decline was -7.48 percent in Norway, -8.69 percent in Switzerland
and -16.63 percent in Croatia, while it climbed +52.48 percent
in Turkey.
- The circulation of
US dailies fell -2.35 percent in 2005 and -4.02 percent over five
years. Most of the decline came in evening dailies, which saw
a year-on-year circulation decline of -6.6 percent, compared with
only -1.6 percent for morning dailies. Over the past five years,
evening dailies declined -17.5 percent, compared with a -1.4 percent
drop for morning newspapers.
- In Japan, newspaper
sales fell by -0.97 percent in 2005. Over five years, sales were
down -2.81 percent.
- China newspaper sales
continue to perform well, up +8.9 and +18 percent over one and
five years.
- In Russia, the number
of daily titles grew: from 485 in 2004 to 491in 2005, an increase
of +1.2 percent. No reliable circulation figures exists for the
Russian press as a whole.
-In Latin America,
where it has been difficult to obtain reliable data, Brazilian
newspaper sales were up + 4.09 percent in 2005 but down -11.4
percent over five years. Chile reported sales increases of 0.33
percent last year.
- Indian newspaper
sales increased 7 percent in 2005 and 33 percent in the five-year
period.
- Elsewhere in Asia,
sales in Singapore were down -0.2 percent last year and down -3.9
percent over five years, and Malaysian sales were up +5.44 percent
year-on-year and +14.63 percent over five years.
-- Australia recorded
a decline of -2.23 percent in sales in 2005, while New Zealand
newspaper sales were down -1.35 year-on-year and down -4.58 percent
over five years.
- The Japanese have
surpassed the Norwegians as the world's greatest newspaper buyers,
with 634 daily sales per thousand adults in Japan and 626 per
thousand in Norway. Finland comes next with 518 followed by Sweden
with 481.
- The Belgians spend
the most time with their newspapers -- 54 minutes a day -- followed
by Ukrainians, 50 minutes, and Canadians, 49 minutes.
On New Titles
- The total number
of paid daily titles was down -0.3 percent in the world in 2005
and up +8.1 percent since 2001, taking the total to nearly 7,700
dailies. When free dailies are added, the number of titles increase
+0.06 percent year-on-year, to 7,862, and +8.9 percent for five
years.
- The number of paid
daily titles was up +4.5 percent in Africa, +1.4 percent in South
America, and +1.2 percent in Australia and Oceania. The number
of titles declined -1.2 percent in Europe, -0.4 percent in North
America. and -0.3 percent in Asia.
On advertising
- Global newspaper
advertising revenues saw their biggest increase in four years
and were up +5.7 percent in 2005, following a +5.28 percent increase
in 2004.
- Newspapers share
of the world ad market held relatively steady with 30.2 percent,
marginally down from 30.3 percent in 2004. Newspapers remain the
world's second largest advertising medium, after television, and
are expected to retain this position for many years.
Twenty-one countries
saw newspaper advertising market share growth in 2005: Argentina,
Austria, Belgium, Chile, Colombia, Egypt, Finland, Germany, India,
Indonesia, Kuwait, Lithuania, Malaysia, Panama, Poland, Russia,
Saudi Arabia, Singapore, South Africa, the United Arab Emirates,
and the United States.
Over five years, newspapers
in 24 countries and territories saw increased market share: Argentina,
Belgium, Colombia, Costa Rica, Czech Republic, Denmark, Ecuador,
Egypt, France, Greece, Iceland, India, Ireland, Japan, Kuwait,
Lebanon, Malaysia, Myanmar, Norway, Pakistan, Poland, Puerto Rico,
Russia and Slovenia.
- Newspaper advertising
revenues in the USA, by far the largest newspaper advertising
market in the world, increased by +1.51 percent in 2005 and +7
percent over the last five years.
- In Japan, ad expenditures
declined in 2005 by -1.7 percent after showing positive growth
in 2004 after three years of decline.
- China saw increase
in advertising revenues of 19 percent last year, and +128 percent
over five years.
- Newspaper markets
in the European Union saw a +4.15 percent increase in newspaper
advertising revenues in 2005, and a +37.3 percent increase over
five years.
Thirteen of 17 countries
for which data was available showed increases in advertising revenue
in 2005: Belgium +11.5 percent, Czech Republic +6.38 percent,
Denmark +9.45 percent, Estonia +17.86 percent, Finland +1.57 percent,
France +0.89 percent, Hungary +6.79 percent, Ireland +12.35 percent,
Italy +1.98 percent, Latvia +9.45 percent, Poland +4.36 percent,
Spain +6.93, and Sweden +5.6 percent,
Newspaper advertising
revenue declined in Greece (-1.92 percent), Lithuania (-7.04 percent),
Netherlands (-1.6 percent), and the United Kingdom (-3.08 percent).
Over five years, advertising
revenues were up in 10 of the countries for which data was available:
the Czech Republic +48.99 percent, Denmark +6.09 percent, Estonia
+47.32 percent, Finland +4.64 percent, Greece +18.05 percent,
Hungary +39.3 percent, Latvia +43.3 percent, Lithuania +29.41
percent, Netherlands 20 percent, and Poland +92.8 percent,
Advertising revenues
declined in the five-year period in four EU countries for which
data was available; France -4.66, Italy - 3.1 percent, Sweden
-0.41 percent, and the United Kingdom -2.5 percent.
- In Russia, advertising
revenues for all print media increased +16 percent in 2005.
- In India, newspaper
advertising revenues increased +23.18 percent over one year and
+107.69 percent over the last five. South Africa also saw remarkable
gains -- +20.71 percent over one year and 232.23 percent over
five years. Turkey's percentage gains were even higher -- +39.14
percent in 2005 and +236.61 percent over the past five years.
- In Australia revenues
were up +8.14 percent over one year and +10.46 percent over five
years.
Internet
- Newspaper online
consumption rose +8.71 percent in 2005, and +200 percent over
the past five years.
- Internet advertising
revenues continue to grow rapidly, and were up 24 percent in 2005,
the highest growth for five years.
-The number of newspaper
web sites increased by 20 percent in 2005.
Free Dailies
- A total of 169 free
daily newspapers had a combined circulation of 27.9 million daily,
with 18.6 million of those copies distributed in Europe.
- The size of the free
daily market in several countries is impressive: in Spain, free
daily distribution represents a huge 51 percent of the market;
in Portugal 33 percent; in Denmark 32 percent, and in Italy, 29
percent.
Format Changes
- Twenty-eight more
newspapers moved to tabloid format in 2005, and 85 have converted
since 2001.
-The World Press Trends
2006 edition is now available at http://www.wan-press.org/article7268.html
or by contacting the World Association of Newspapers, 7 rue Geoffroy
Saint Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00, Fax
+33 1 47 42 49 48. E-mail: contact_us@wan.asso.fr.
In addition to much
more data, country by country, the 700-page publication includes
information on:
Non-daily publications,
which in some markets are performing better than dailies;
Advertising expenditure
forecasts for newspapers and magazines, together with total spending
forecasts, for 2005, 2006 and 2007;
Trends in format and
cover price of daily newspapers; in colour capability; in media
consumption, in display and classified advertising income, in
distribution of sales between single copy and subscription;
Data on the top-selling
titles in each country, the top sectors for advertising in newspapers
and the major advertisers;
Information on the
tax rates and conditions for the press, on subsidies, on ownership
regulations, and more.
The Paris-based WAN,
the global organisation for the newspaper industry, represents
18,000 newspapers; its membership includes 72 national newspaper
associations, individual newspaper executives in 102 countries,
11 news agencies and nine regional and world-wide press groups.
Inquiries
to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy
St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33
1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
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