Monday, May 23, 2005

Big dipper: Newspaper market share

Newspapers lost the most advertising market share in the last five years, while online gained the most.

New statistics from Universal McCann, as reported in the New York Times, show the magnitude of the respective swings.

While over-all advertising expenditures increased by 19% to an estimated $201.6 billion between 1999 and 2004, newspaper ad revenues remained essentially flat at $46.6 billion at the end of the period.

With newspaper ad bookings holding steady in an expanding market, their share of the total market fell by 18.8% in the five-year period.

Online advertising in the same interval soared by 283% to almost $7 billion, increasing its share of the total market by 204%.

Behind online, the next biggest gainer was cable TV advertising, whose market share rose 79%. The only other winner was direct-mail, which gained 2.4% in share.

Broadcast TV lost 15% of market share, while magazines and radio respectively fell 9.9% and 5.6% in share.
 Posted by Hello


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