Newspaper inserted magazines suffer 26% ad spend blow as digital spend continues to rise

Newspaper inserted magazines (NIMs) have lost significant advertising appeal, down 26.7% from this time last year, new figures show.

According to new data from the News Media Index, just $11.9m was spent on advertising within the inserts during the first three months of the year, down from quarter one last year, which was at $16.2m.

This year’s quarter one results show significant decline for the NIMs

And although advertisers may not be spending as much in the print edition of national newspapers, that number appears to be balancing out with the help of digital.

New data from the News Media Index (NMI) has revealed an 11.6% decline in print advertising spend, from $349.4m in the first quarter of last year to $317.86m.

But digital was up by more than 10% for quarter one, to $118.45m from last year’s $107.6m.

In total, the industry’s ad spend was down by 7.3%, from $483.3m to $448.23m for this quarter.

NewsMediaWorks CEO, Peter Miller, remains optimistic.

“Against a backdrop of fake news, government investigations of the social media giants and breaches of consumer privacy, advertisers are now realising what consumers have known all along.

NewsMediaWorks CEO Miller is still optimistic

“The latest News Media Index signals a renaissance of trusted news brands as reliable and credible sources for Australian consumers, with the month of March looking particularly strong,” Miller said.

SMI’s managing director for Australia and New Zealand said it was heartening to see an improvement in overall decline.

“And the sustained growth in digital media has also ensured the industry continues to lead all other media in relation to the commercialisation of its content online, with digital bookings now representing 26.6% of all news media revenues in this quarter compared to 22.3% in the same period last year,’’ she added.

In the same period last year, print was down by 14.7%, digital had climbed by 6.2% and NIMs fell by more than 6%.

In calendar year 2017, the industry finished with advertising revenue of $519.8m, 9.9% from 2016’s $576.8m.


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