World Press Trends- Larry Kilman

World Press TrendsLarry KilmanDeputy CEO, ExecutiveDirector ofCommunications andPublic Affairs, WAN-IFRA

Newspapers are the world’s most influential medium.  Over half the world’s adult population read a daily newspaper:  Over 2.5 billion in print  More than 600 million in digital form  More readers/users than users of the internet (2.2 billion)  Twice as many content consumers than mobile  Growing franchise in print and digital combined  400 years of print are the foundation for digital growthSources: World Press Trends, ITU, Comscore © 2012 WAN-IFRA

World Press Trends:A changing industry requires a more dynamicand usable reference guide.WPT collects: A moving target: Circulation from more than  Rapidly changing industry 150 countries  Changes in data collection and Advertising revenues from definition more than 90 countries  Dependent on local resources Data on more than 90% of and international data suppliers. global newspaper industry turnover © 2012 WAN-IFRA

Global circulations continue to rise….  Circulations showed growth in 2011, following a period of slight decline in 2010  Circulation in 2011 was 4.2% higher than in 2007Sources: World Press Trends © 2012 WAN-IFRA

Global circulations continue to rise… …driven by Asia while decline continues elsewhere.  Asia continues to see fastest growth in circulation driven by China and India  Circulations in Western Europe and North America have declined by 17% in the last five years, but rates of decline are slowing downSources: World Press Trends © 2012 WAN-IFRA

Newspaper penetrations remain high… ...with potential for growth in emerging markets  Western Europe and North America continue to have the highest levels of readership per capita by region  Asia continues to see growth, way beyond the growth in population, wealth and educationSources: World Press Trends © 2012 WAN-IFRA

Newspapers remain popular in traditional markets… with Asian increasing in dominance.  Scandinavian and Alpine countries, are traditionally the world’s most popular newspaper markets  Hong Kong and South Korea have risen to world leadership positionsSources: World Press Trends © 2012 WAN-IFRA

Newspaper circulation The unsung foundation of our business  Over 2.5 billion people  Circulation still accounts for worldwide read a printed nearly 50% of newspaper newspaper revenues and remains the  This figure rises significantly if barometer of the industry’s Sunday and weekly newspapers health are included  It is vital that as publishers focus on their digital ambitions  Circulation declines are more they continue to invest in the due to decline in purchase frequency, than in declines in content and marketing of their overall total readership print productsSources: World Press Trends © 2012 WAN-IFRA

Digital newspaper audiences still generate interest rather than intensity USA Brazil Germany Russia France India % of web users who 66.9 39.1 43.2 33.0 43.5 35.4 ever visit a paper site % of daily users who 17.1 8.5 11.7 7.4 11.6 9.9 visit a paper site daily % of pages viewed 1.1 0.6 1.9 0.5 1.6 2.1 per visitor  High occasional visitor numbers do not translate into high levels of regular traffic  Desktop computer relatively poor environment for newspaper content (though better on mobile and tablets)Sources: Comscore © 2012 WAN-IFRA

Newspapers’ falling global share of advertising reflects declines in mature markets  Newspapers attract nearly $100 billion of advertising  North America accounts for 72% of the decline in the value of newspaper advertising  TV continues to be the dominant mediumSources: Zenith Optimedia © 2012 WAN-IFRA

Search still dominates Search accounts for 58% of digital and 13% of all advertising expenditure.  Search still accounts for 58% of online advertising, as display advertising stalls in the digital environment  Below-the-line marketing increasing share of overall expenditureSources: DMA, IAB, World Press Trends © 2012 WAN-IFRA

Digital is having only a small impact on newspaper revenues and share of media spend 2007  Combined value $2.1 billion  2.2% of all press advertising 2011  2.8% of digital total $128B  6.6% of non-search digital $96B 2011 2007 Newspapers $76B $42B DigitalSources: Advertising Association, Zenith Optimedia © 2012 WAN-IFRA

Tabletsand eReaders

eReaders The game changer?  Amazon reports that over half their book sales are for the tablet  Le Monde reports that reading times of eReader applications are as high as those of printed newspapers  American publishers have found that subscription conversion and retention levels for eReaders are higher than for print products  A German study found that older people read faster on the iPad than in print  Willingness to pay for content, through mobile pricing systems  Potentially and exciting environment for advertisers (including branding) © 2012 WAN-IFRASources: Internet cuttings

News consumers are showing a remarkable affinity with eReaders  11% of US adults already own a tablet computer of some sort  53% of tablet users consume news on their tablet daily  Three-in-ten tablet users say they now spend more time consuming news than they did before purchasing their tablet  Tablet news users say they prefer tablets over traditional computers, print publications or television  14% of tablet news users have paid directly for content on their devices.  59% of tablet news users say the tablet replaces what they used to get from a print newspaper or magazine  30% of tablet news users now spend more time getting the news than they did before they had their tabletSources: Pew Research Centre/ The Economist © 2012 WAN-IFRA

The model needs to change The growth in digital audiences, in the current model, may replace the overall numbers lost in print, but current advertising growth levels are not replacing lost revenues. The focus must be on engagement and audience intensity. This will drive advertising revenues and a case for access pricing New devices are overcoming the barriers to consumption:  Improved interface  Better navigation and user environment Publishers must continue to invest in the foundations of their business as they build their new digital world © 2012 WAN-IFRA

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World Press Trends- Larry Kilman

by WAN-IFRA on Sep 03, 2012

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