World Press Trends: Newspapers Are A Growth Business

Newspaper circulations world-wide rose 2.57 percent in 2007 while rapid growth of both free titles and on-line platforms is expanding the reach of newspapers everywhere, the World Association of Newspapers announced today (Monday).

WAN said global newspaper sales were up +2.57 percent over the year, and had increased +9.39 percent over the past five years.

When free dailies are added to the paid newspaper circulation, global circulation increased +3.65 percent last year, and +14.3 percent over the past five years. Free dailies now account for nearly 7 percent of all global newspaper circulation and for 23 percent of circulation in Europe alone.

Advertising revenues in paid dailies were up +0.86 percent last year from a year earlier, and up +12.84 percent over five years, WAN said. Print remains the world's largest advertising medium, with a 40 percent share.

"Newspaper circulation has been rising or stable in three-quarters of the world's countries over the past five years and in nearly 80 percent of countries in the past year," said Timothy Balding, Chief Executive Officer of the World Association of Newspapers.

"And even in places where paid-for circulation is declining, notably the United States and some countries in western Europe, newspapers continue to extend their reach through a wide variety of free and niche publications and through their rapidly developing multi-media platforms," he said.

The new data, from WAN's annual survey of world press trends, was released to more than 1,800 publishers, editors and other senior newspaper executives from 113 countries attending the 61st World Newspaper Congress and 15th World Editors Forum in Göteborg, Sweden - a record attendance for the global meetings of the world's press.

The figures showed:

- Paid daily circulation grew +2.57 percent worldwide in 2007 from a year earlier, taking global sales to a new high of more than 532 million daily. With free dailies added, daily circulation increases to more than 573 million, a +3.65 percent increase from the total of paid and free dailies in 2006.

- The total number of paid-for daily titles was up +2.98 percent in the world in 2007 and up 11.02 percent since 2003 to a record 11,926 titles. The total number of paid and free titles increased by +3.65 percent in 2007 and by +14.30 percent since 2003.

- Newspaper advertising revenue increased +0.86 percent in 2007 from a year earlier, and was up +9.39 percent over five years.

The survey, which WAN has published annually since 1986, includes information on all countries and territories where newspapers are published -- 232.

The 2008 World Press Trends report reveals:

On circulation

- Paid daily newspaper circulations were up or stable in nearly 80 percent of countries where figures were available in 2007. Over the past five years, they were up or stable in 75 percent
of the countries.

- More than 532 million people buy a newspaper every day, up from 486 million in 2003.
Average readership is estimated to be more than 1.7 billion people each day.

- 74 of the world's 100 best selling dailies are published in Asia. China, Japan and India account for 62 of them.

-The five largest markets for newspapers are: China, with 107 million copies sold daily; India, with 99 million copies daily; Japan, with 68 million copies daily; the United States, with nearly 51 million; and Germany, 20.6 million.

- Circulation sales were up +6.72 percent in South America in 2007 over the previous year, up +4.7 percent in Asia, down -0.49 percent in Africa, down -1.87 percent in Europe, down -2.14 percent in North America and down -4.28 percent in Australia and Oceania.

- The number of paid-for newspaper titles increased everywhere except North America, where they were down -0.56 percent. The number of newspaper titles was up +5.3 percent in Asia, +4.55 percent in Australia and Oceania, +3.99 percent in Africa , +2.54 percent in South America, and +0.48 percent in Europe.

- In the European Union, paid daily newspapers saw a -2.37 percent drop in 2007 and a -5.91 percent drop since 2003. Combined with free dailies, circulation in the EU rose +2 percent over one year and +9.61 percent over five years.

Newspapers in 11 European Union countries increased their total paid circulation in 2007. They were: Austria +2.12 percent, Bulgaria +7.20 percent, Cyprus +2 percent, Czech Republic +0.18 percent, Estonia +1.09 percent, Greece +1.91 percent, Lithuania +3.55 percent, Malta +2, Portugal +1.49, Romania +3.04, and Spain +0.29. Circulation was stable in Luxembourg.

Those reporting losses were: Belgium -0.49 percent, Denmark -2.13 percent, Finland -0.99 percent, France -0.48 percent, Germany -2.38 percent, Hungary -8.27 percent, Ireland -0.38 percent, Italy -0.29 percent, Latvia -26.48 percent, the Netherlands -2.92 percent, Poland -11.57 percent, Slovakia -5.25 percent, Slovenia -6.29 percent, Sweden -3.49 percent, and the United Kingdom -3.46 percent.

Over the five years 2003-2007, paid circulation rose in 12 countries: Austria +13.17, Bulgaria +4.95, Cyprus +13.33, Czech Republic +0.30, Estonia +11.16, Ireland +3.24, Lithuania +15.42 percent, Malta +20 percent, Portugal +6.67 percent, Romania +19.40 percent, Slovakia +1 percent, and Slovenia +9.33 percent.

In the same period, circulation declined in: Belgium -4.13 percent, Denmark -10.14 percent, Finland -1.83 percent, France -4.83 percent, Germany -8.78 percent, Greece -0.62 percent, Hungary -13.57 percent, Italy -3.80 percent, Latvia -34.08 percent, Luxembourg -0.87 percent, the Netherlands -11.54 percent, Poland -3.88 percent, Spain -0.84 percent, Sweden -6.49 percent, and the United Kingdom -10.14 percent.

Elsewhere in Europe, circulation in 2007 increased in Albania, +7.14 percent, Moldova +21.20 percent, Montenegro +9.09 percent, and Ukraine +5.60 percent. It decreased in Croatia -6.25 percent, Iceland -4.76 percent, Macedonia -3.57 percent, Norway -2.11 percent, and Switzerland -2.94 percent.

Over five years, circulation increased in Moldova +278.75 percent, Montenegro +33.33 percent, and Ukraine +481 percent. It declined in Albania -1.32 percent, Iceland -43.66 percent, Macedonia -10 percent, Norway -9.31 percent, and Switzerland -12.26 percent.

- The number of paid-for newspaper titles in the EU climbed +0.41 percent in 2007, to 1,484, and was up +3.49 percent over five years. When paid and free titles are combined, the number of titles rose +0.69 percent over one year and +8.53 percent over five years.

- The circulation of US dailies fell -3.03 percent in 2007 and -8.05 percent over five years. Most of the decline came in evening dailies, which saw a year-on-year circulation decline of -10.08 percent, compared with only -1.97 percent for morning dailies. Over the past five years, evening dailies declined -25 percent, compared with a -5.08 percent drop for morning newspapers.

- In Japan, newspaper sales fell by -0.96 percent in 2007. Over five years, sales are down -2.70 percent.

- China newspaper sales continue to perform well, up +3.84 and +20.69 percent over one and five years.

-In Latin America, circulation increased in 2007 in Argentina +7.54 percent, Brazil +11.80 percent, Chile +3.99 percent, and Suriname +3.77 percent. Circulation was stable in Bolivia, Ecuador, Guyana, Uruguay and Venezuela. Newspaper sales fell in Colombia -1.25 percent and Paraguay -3.85 percent.

Over five years, circulations increased in Argentina +22.70 percent, Bolivia +3.70 percent, Brazil +24.93 percent, Chile +13.82 percent, Colombia +8.97 percent, Ecuador +15.22 percent, Guyana +6.67 percent, and Suriname +22.22 percent. Circulations declined in Paraguay -16.67 percent and Uruguay -11.18 percent.

- Indian newspaper sales increased 11.22 percent in 2007 and 35.51 percent in the five-year period.

- Elsewhere in Asia, sales were up in Bangladesh +7.69, Hong Kong +2.50 percent, Indonesia +2 percent, Kazakhstan +12.5 percent, Kyrgyzstan +18.18 percent, Macau +2.70 percent, Malaysia +61.83 percent, Mongolia +3.85 percent, Nepal +4.62 percent, Pakistan +0.50 percent, Singapore +16 percent, Vietnam 0.71. Circulation decreased in Korea -1.03 percent, the Philippines -0.53 percent and Taiwan -4.76 percent. It was stable in Cambodia and Thailand.

- Over five years, circulation increased in Bangladesh +40 percent, Cambodia +10 percent, Indonesia +11.67 percent, Kazakhstan +181 percent, Macau +12.43 percent, Malaysia +93.95 percent, Mongolia +42.11 percent, Nepal +36 percent, Pakistan +32 percent, Singapore +16.44 percent, Thailand +9.77 percent, Turkmenistan +24.44 percent, and Vietnam +6.42 percent. It decreased in Hong Kong -8.89 percent, Korea -2.69 percent, and Taiwan -11.11 percent.

In the Middle East, where it has been difficult to obtain reliable data, circulation increased in 2007 in Bahrain +3.33 percent, Iran +3.61 percent, Jordan +12.50 percent, Kuwait +27.91 percent, Oman +17 percent, Palestinian Authority +12.50 percent and Saudi Arabia +0.21 percent. It was stable in Israel, Lebanon and Syria.

- Sales in Australia recorded an decrease of -5.35 percent in 2007. while New Zealand newspaper sales were down -1.39 percent year-on-year.

-In Africa, sales were up in 2007 in Algeria +4.17 percent, Benin +4.17 percent, Cameroon +4.29 percent, The Gambia +33.33 percent, Ivory Coast +2.56 percent, Kenya +45.45 percent, Liberia +10 percent, Libya +42.86 percent, Madagascar 4.76 percent, Morocco 10 percent, Namibia +10 percent, Senegal +2.50 percent, Somalia +5 percent, and South Africa 2.70 percent.

Sales declined in 2007 in Burkina Faso -3.03, Nigeria -37.80, Reunion -1.37, -8 percent in Zimbabwe.

- The Japanese remain the world's greatest newspaper buyers, with 624 daily sales per thousand adults. They are followed by Norway with 580 sales per thousand, Finland with 503 and Sweden and Singapore with 449.

- The Turks spend the most time with their newspapers -- 74 minutes a day -- followed by the Belgians with 54, and the Finns and Chinese, with 48 minutes each, on average.

On advertising

- Global newspaper advertising revenues have increased for five straight years and were up +0.86 percent in 2007. It has increased 12.84 percent over the five-year period.

- Newspapers share of the world ad market in 2007 fell slightly to 27.5 percent from 28.7 percent a year in 2006. Newspapers remain the world's second largest advertising medium, after television, with more revenue than radio, cinema, outdoor, and the internet combined. When newspapers and magazines are combined, print is the world's largest advertising medium, with a 40 percent share, compared to 38 percent for television.

Newspaper advertising revenues - excluding frees, where consistent data is not yet available - increased in all regions except North America, where it fell -2.77 percent in 2007. Revenues increased in western Europe +2 percent, Asia-Pacific +3.31 percent, Middle East and Africa +13.17 percent, Latin America +10.77 percent and central & eastern Europe +5.39 percent.

Between 2003 and 2007, newspaper advertising revenues increased in all regions: North America, +8.1 percent, western Europe +10.15 percent, Asia Pacific 13.88 percent, Middle East and Africa 99.3 percent, Latin America, 55.38 percent, and central and eastern Europe +8.47 percent.

- Newspaper advertising revenues in the USA, by far the largest newspaper advertising market in the world, decreased by -3 percent in 2007 but increased by +8 percent over the last five years.

- In Japan, ad expenditures declined in 2007 by -4.08 percent and were down -8.77 percent over the past five years.

- China saw an increase in advertising revenues of +16.13 percent last year, and +49.39percent over five years.

- Newspaper markets in the European Union saw a +1.51 percent increase in newspaper advertising revenues in 2007, and a +9.91 percent increase over five years.

19 of 24 EU countries for which data was available showed increases in advertising revenue in 2007: Austria +9.07 percent, Belgium +2.36 percent, Denmark +0.67 percent, Estonia +15.78 percent, Finland +5.46 percent, Germany +0.84 percent, Greece +12.73 percent, Ireland +9.04 percent, Italy +1.1 percent, Latvia +6.20 percent, Lithuania +8.18 percent, the Netherlands +2 percent, Poland +2.5 percent, Portugal +1.49 percent, Romania + 20.37 percent, Slovakia +8 percent, Slovenia +1.77 percent, Spain +6 percent, and Sweden +4.5 percent,

Newspaper advertising revenue declined in Bulgaria (-4.66), Czech Republic (-7.04), Hungary (-0.05 percent), and the United Kingdom (-1.79 percent).

Over five years, advertising revenues was up in all but three of the 25 countries for which data was available: Austria +34.92 percent, Belgium +89.97 percent, Bulgaria +30.71 percent, the Czech Republic +27.54 percent, Denmark +27.44 percent, Estonia +67.91 percent, Finland +5.46 percent, France +2.19 percent, Germany +5.7 percent, Greece +78.57 percent, Hungary +19.7 percent, Ireland +58.85 percent, Italy +7.56 percent, Latvia +44.6 percent, Lithuania +33.48 percent, Netherlands +0.63 percent, Romania +106.82 percent, Slovakia +43.09 percent, Spain +26.87 percent, and Sweden +18.95 percent. Advertising revenues declined over five years in Poland -58.58, Portugal -1.63 and in the United Kingdom -5.18 percent.

- In India, newspaper advertising revenues decline -1.42 percent in 2007 but were up 64.8 percent over five years.

- Internet advertising revenues - not just newspapers online, but all internet advertising - was up 32.45 percent over one year and 200 percent over five years. Most of the revenue is generated in the United States, western Europe and in the Asia-Pacific region: North American internet advertising revenue is 20 times greater than the combined revenue generated in central and eastern Europe, Latin America, the Middle East and Africa.

Even within the regions themselves, the distribution of internet advertising revenue is striking. The United Kingdom has nearly 40 percent of all internet advertising revenues generated in Europe, while Germany has 23 percent and France has 14 percent. If the US and European markets are combined, the US would have a 62 percent share, followed by the United Kingdom with 15 percent and Germany with 8 percent.

In Europe, internet display advertising revenues now surpass classified revenues while search remains the largest advertising market online.

Newspaper online revenues are forecast to more than double in the next five years and will account for 12 percent of total newspaper advertising by 2011.

Free Dailies

- A total of 312 free daily newspapers had a combined circulation of 41.04 million daily, a circulation increase of 20 percent over one year and 173.2 percent over five years.

- When free and paid-for circulations are combined, free dailies account for 7 percent of the total world-wide, 23 percent in Europe, 8 percent in the US and 2 percent in Asia.

- The six largest free dailies are Leggo in Italy (1.95 million copies), Metro in the United Kingdom (1.37 million copies), 20 Minutos in Spain (1 million copies), Metro in Canada (990,000 copies), and Que! and ADN in Spain (959,000 copies each).

Newspapers On-line

- The number of newspaper on-line sites grew +13.77 percent in 2007 and +50.77 percent over the five years from 2003.

- A study in the US shows that newspaper web site users also read the print edition: 81 percent of online newspaper readers also read a printed newspaper at least once a week. Half say they spend the same time as they did previously with newspaper content, while 35 percent they spend more time overall with newspaper content.

- Also in the US, newspaper audiences grew 8 percent through a combination of print and online in 2007.

-The World Press Trends 2008 edition is now available 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 930-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 2008, 2009 and 2010;

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, defends and promotes press freedom and the professional and business interests of newspapers world-wide. Representing 18,000 newspapers, its membership includes 77 national newspaper associations, newspaper companies and individual newspaper executives in 102 countries, 12 news agencies and 11 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