Things Could Get Worse For Print Publishers
Over the past decade, as consumers and advertisers turned to digital media, U.S. print publishers have suffered a precipitous decline of advertising revenues. Newspaper ad spending in the United States peaked in 2000 and has since fallen more than 70 percent to a 50-year low if inflation is considered. Magazines have suffered a similar fate and, according to an analysis by Macquarie Capital, things could get even worse for print publishers.
Comparing the share of time spent with selected media to the respective medium's share of advertising expenditure reveals that print advertising revenues could drop another 70 percent, if it were to be proportionate to the time consumers spent with print media. On average, Americans only spend 4.6 percent of their media time reading newspapers or magazines, yet print still accounts for almost 20 percent of total media ad spending.
The opposite holds true for mobile: Americans spend 19.9 percent of their media time on mobile devices, yet mobile advertising only accounts for 4.3 percent of total ad spend.
If the numbers at hand are any indication for the future growth of advertising mediums, mobile advertising is about to take off. For newspapers and magazines however, the worst may be yet to come.
- Advertising expenditure of the print media in Germany 2013-2015Advertising expenditure of the print media in Germany 2013-2015
- Text & print media activities carried out in the United Kingdom (UK) 2014-2015Text & print media activities carried out in the United Kingdom (UK) 2014-2015
- Share of selected print media buyers in Finland 2016Share of selected print media buyers in Finland 2016
- Facebook: number of daily active users worldwide 2011-2017Facebook: number of daily active users worldwide 2011-2017
- Magazines ranked by circulation in Germany Q1 2017Magazines ranked by circulation in Germany Q1 2017
- Average daily time spent using selected media in Norway 2016Average daily time spent using selected media in Norway 2016
- Revenue of select U.S. newspaper publishers 2016Revenue of select U.S. newspaper publishers 2016
- Instagram: video and image post user interactions 2016, by profile sizeInstagram: video and image post user interactions 2016, by profile size
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