Magazines fall furthest in 2011 ad spend study
The print industry suffered the biggest drop in advertising spend in 2011, according to an independent adspend indexing firm.
Magazines saw the largest decline in adpsend, down 8.2% on 2010, with a total adspend of $433.6m, reports the Standard Media Index. This was followed by newspapers, down 7.3% on 2010, to $1.29bn.
Unsurprisingly, the clear winner was digital, with spend shooting up 20.6% on 2010, to $875.1m.
Eleswhere, the screen industry followed as cinema dropped 5.8% to $48.2m while TV saw a 1.5% drop to $3.58bn.
Both outdoor and radio saw gains. Outdoor saw a 5.4% increase on 2010 to $628.4m. Radio was up 2.2% to 528.1m.
Overall, advertising expenditure in 2011 was only slightly down on last year, totalling $7.421b, just below 2010’s mark of $7.422b.
Magazines are gone. And if I have to deal with one more magazine person who thinks they know digital….I’ll scream
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People are not on public transport reading magazines anymore, they are using smartpads and smartphones. The magazine need to be online and quickly.
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Goodbye print industry.
And I highly doubt much of that 20% increase in digital went to Fairfax or News Ltd. How much longer can these walking dead survive?
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When will Digital take over Newspaper? It’s just a matter of time.
Would like to see a breakdown of Digital into further categories.
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Does the magazine model work digitally? ACP tried it and largely failed. Even in the UK (who are probably five years ahead of Australia), only 0.5% of subscribers buy the digital offering. This idea that a print product can magically transfer to digital is a nonsense. Also, I know people on this site love nothing more than sticking the boot into News and Fairfax, but a democracy without strong independent reporting is worrying indeed. Let’s be careful about what we’re wishing for here. And these people using “smartpads and smartphones” on the train? Are they looking at “media” or dicking about on Facebook? That said, the thing I see most people reading on my train is MX. And what’s that again? Oh, print!
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Where do the figures come from?
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Fairfax and News will take a long long time to die. If ever..
As it stands, Fairfax still reaches more and more people every day through its different products. There will always be a market for media and news, its just a matter of how we as users consume it. If there is an audience, there is advertising which will mean advertising dollars for Fairfax and News.
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take a cold shower, Nathan and Me
you’re clearly too young to remember the grand proclamations that we would have paperless offices back when the PC took off in the 1980s
newspapers and magazines will have a painful future but they will have a future
it scares the crap out of me that we’re raising a generation who take their news from facebooks status updates
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