The document provides data on newspaper and magazine advertising in Pakistan in 2011 compared to 2010. It shows that ROP (run of paper) and ordinary ad types declined by around 27% and 19% year-over-year for newspapers and magazines respectively. The top categories, products, brands, and publications are also outlined. Overall, the data indicates a decrease in advertising spending and shifts in the leading brands and categories across both print mediums between 2010 and 2011 in Pakistan.

1. 2011
NEWSPAPER
INDUSTRY REPORT

2. NEWSPAPER ADVERTISING
2011 vs. 2010
5,979,143
4,338,127
2011
2010
Type: ROP & Ordinary Ad Types (Pure Commercial). Unit: Cols / Cms
ROP and Ordinary Ad Types (Pure Commercial) advertising showed
a decline of approx. - 27.45% in 2011.

3. Top 10 Categories
NEWSPAPERS
20.0%
2011 2010
18.0%
18.5%
17.6%
16.0%
15.8%
14.0%
14.6%
12.0%
10.0%
10.5%
10.0%
8.0%
6.0% 7.6%
4.0%
4.7%
4.5%
4.4%
4.3%
4.3%
4.1%
4.0%
3.7%
3.3%
3.3%
3.1%
3.0%
2.8%
2.0%
0.0%
The Top 10 categories constitute approximately 70% of the total share.

4. Top 15 Product Categories
NEWSPAPERS
16.0%
2011 2010
15.1%
14.0%
12.0%
10.0%
9.1%
8.8%
8.0%
8.0%
6.0%
6.7%
5.7%
5.0%
4.0%
4.3%
4.2%
4.0%
3.3%
2.9%
2.0%
2.0%
2.1%
1.7%
1.5%
1.5%
1.3%
1.3%
0.5%
0.3%
0.2%
2.2%
1.6%
1.1%
1.3%
1.6%
1.5%
1.3%
2.0%
0.0%
The Top 15 categories constitute approximately 50% of the total share.

5. Top 15 BRANDS
NEWSPAPERS
3.5%
3.0% 2011 2010
3.1%
2.9%
2.7%
2.5%
2.4%
2.0%
1.8%
1.8%
1.7%
1.7%
1.5% 1.6%
1.6%
1.5%
1.5%
1.5%
1.3%
1.2%
1.0%
1.1%
1.1%
1.0%
1.0%
1.0%
0.9%
0.9%
0.8%
0.8%
0.8%
0.7%
0.7%
0.7%
0.5%
0.6%
0.2%
0.0%
The Top 15 categories constitute only 20% of the total share.
Telenor and Zong have shown a sharp decline in their ranking.

6. MAGAZINE ADVERTISING
2011 vs. 2010
693,673 858,904
2011
2010
Ordinary Ad Types (Pure Commercial) advertising showed
a decline of approx. - 19% in 2011.

7. Top 15 Product Categories
MAGAZINES
(Weekly & Monthly)
8.0%
2011 2010
7.0%
7.1%
6.5%
6.0%
5.0%
4.0%
4.2%
3.9%
3.6%
3.0%
3.2%
3.2%
3.0%
2.8%
2.7%
2.6%
2.5%
2.5%
2.5%
2.5%
2.4%
2.4%
2.0%
2.2%
2.2%
2.1%
2.1%
2.1%
2.0%
1.9%
1.7%
1.6%
1.4%
1.4%
1.4%
1.0%
1.3%
0.0%
The Top 15 categories constitute approximately 40% of the total share.

8. Top 10 Brands
MAGAZINES
(Weekly & Monthly)
2.5%
2.0%
2011 2010
2.0%
1.5%
1.5%
1.4%
1.4%
1.4%
1.3%
1.3%
1.3%
1.2%
1.5%
1.1%
1.1%
1.1%
1.1%
1.0%
1.0%
0.9%
0.9%
0.8%
1.0%
0.6%
0.5%
0.0%
The Top 10 categories constitute only 11% of the total share.

9. 0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
2.6%
2.7%
2.0%
0.6%
1.6%
1.4%
1.6%
1.3%
1.5%
1.4%
1.4%
0.6%
1.1%
1.6%
1.1%
2.5%
1.0%
0.7%
Top 15 Brands
0.9%
0.6%
0.8%
NEWSPAPERS & MAGAZINES
1.1%
0.8%
0.7%
0.7%
0.8%
2011
0.5%
0.9%
2010
0.1%
1.3%

10. 2011
PUBLISHERS REPORT

11. Top 10 Magazines
Pure Commercial: ROP / Ordinary
2011 2010
23%
19%
21%
10%
8%
23%
20%
17% 5% 6%
11% 5%
9% 2% 2% 0%
5% 5% 3% 3% 2% 2%
Contestants in this category have fairly maintained their previous position.

12. Top 10 Newspapers
Pure Commercial: ROP / Ordinary
2011 2010
22.3%
15.7%
10.0% 8.5%
24.6% 9.3%
6.5%
15.3% 6.5%
3.8%
9.5% 8.6% 0.5% 4.4% 10.1%
6.2% 2.4% 1.5% 2.7% 2.5% 1.4% 2.0%
4.3% 3.9% 3.2% 3.0% 2.4% 2.3% 2.3% 1.7% 1.5% 1.4%
The Top 4 have retained their dominance in 2011.

13. AD TYPE Newspapers
Box/Window Court Notice
Sponsorships
1% 1%
Jobs 0%
Wanted/Situation
Vacant
8%
Tender Notice
17% ROP & Ordinary
46%
Announcement
27%
ROP business has shrunk almost -20% this year as compared to previous year.
In the Type Jobs Wanted/Situation Vacant and Court Notice showed the sharpest decline of approx. -34%

14. For query on DATA, please contact:
Mr. Sohail Ahmed Mr. Yasir Jalal
sohail.a@mediabank.net.pk yasir.j@mediabank.net.pk
0300-259 8573 0345-337 8281
For other queries, please contact PAS at:
secretariat@pas.org.pk
THE END