Ad spend on newspapers and magazines fell by over 20% in 2017, new SMI figures reveal
The 2017 calendar year was disastrous for print media ad bookings, new Standard Media Index (SMI) figures have confirmed, with media agency spend falling 22.3% across newspapers and 20.8% for magazines.
Even with the addition of the outlets’ digital offerings, newspapers were still down 20.7%, after a 16.9% decline across their digital revenues. Magazines were down 17.7%, once a slight 0.4% increase in digital bookings was factored into the equation.
The digital bookings do not include programmatic advertising.
Print media ads fell yet again, but some niche publications are holding or increasing their readership. And many products don’t sell well in a digital media only approach. Too late for clients to realise that they should have kept print media in the mix for ad spend, when the title/s are gone. So is anyone in print championing the role of print in a balanced campaign or is everyone just letting the digital bulldozer run over them?
I assume that agency revenues are in decline as major accounts are moving their creatives inhouse & therefore they are missing out on the creative & design components of their billings.