Circulation of newspapers in the world increased strongly last year according to the World Association of Newspapers. At the same time, newspaper advertising revenues made significant gains. Global newspaper sales were up 2.1% over the year. Unlike previous years, growth was not only driven by gains in developing markets, but increases in sales in many mature markets.
Newspapers are clearly undergoing a renaissance through new products, new formats, new titles, new editorial approaches, better distribution and better marketing. Despite the incredible competitive challenges in the advertising market, newspapers have more than held their own and their revenues are strongly on the increase again.
The new data, from WAN’s annual survey of world press trends, was released to more than 1,300 publishers, editors and other senior newspaper executives from 81 countries attending the 58th World Newspaper Congress and 12th World Editors Forum in Seoul, Korea. The main figures showed:
* Circulation grew 2.1% worldwide in 2004, taking global sales to a new high of 395 million daily.
* The total number of daily titles was up 2% in the world in 2004 and up 4.6% since 2000.
* 2004 saw the best advertising performance in 4 years, with a revenue increase of 5.3%.
* The audience for newspaper web sites grew 32% last year and 350% over 5 years.
The survey, which WAN has published annually since 1986, this year includes information on all countries and territories where newspapers are published- 215 in all. The 2005 World Press Trends report reveals:
On circulation
* The total circulation of dailies in the world climbed 2.1% in 2004. Over 5 years, it is up 4.8%.
* Sales of newspapers increased in 44% of the countries surveyed and were stable in a further 12%. 31% of those markets show a rise over 5 years.
* More than 395 million people buy a newspaper every day, up from 374 million in 1999.
* Average readership is estimated to be more than one billion people each day.
* 3-quarters of the world’s 100 best selling dailies are now published in Asia. China has overtaken Japan as the country with the highest number of publications in the top 100. The range of the top 100 goes from the Yomiuri Shimbun of Japan with its 14,067,000 copies daily to 6 newspapers- 2 in each country- in China, Thailand and Taiwan, with 600,000 daily sales.
* 5 largest markets for newspapers are: China, with 93.5 million copies sold daily; India, with 78.8 million copies daily; Japan, with 70.4 million copies daily; the United States, with 55.6 million; and Germany, 22.1 million. Sales increased in China, India and Japan in 2004 and declined in the U.S. and Germany.
* Circulation sales were up 4.1% in Asia in 2004 over the previous year, up 6.3% in South America, up 6% in Africa, down 1.4% in Europe, down 0.2% in North America and down 1% in Australia and Oceania.
* Newspapers in the European Union saw a slight 0.7% drop in circulation in 2004, but sales were only 0.4% less (or 360,000 copies) than 5 years ago.
* Circulation of US dailies fell 1% in 2004 and -2.06% over 5 years. Morning newspaper sales dropped by only 0.09% and are up by 0.25% over 5 years, while sales of evening editions declined by 6.2% and 14% respectively.
* In Japan, newspaper sales grew by +0.04% in 2004, the first increase in many years. Over 5 years, sales were down -2.13%. China newspaper sales continue to perform well, up 3.7% and 26.5% over one and 5 years.
* In Russia, the number of daily titles grew: from 472 in 2003 to 485 in 2004, an increase of +2.75%. No reliable circulation figures exists for the Russian press as a whole.
* In Latin America, where it has been difficult to obtain reliable data, Brazilian newspaper sales was up + 0.8% in 2004 but down -17.2% over 5 years; Costa Rica reported circulation losses of -2.06% in 2004 but was up 0.07% over 5 years; while Bolivia saw in increase of +1.5% in 2004.
* Indian newspaper sales increased 8% in 2004 and 14% in the 5-year period. In Pakistan, sales increased +3% last year and +13% over 5 years.
* Elsewhere in Asia, sales in Singapore were up 3% last year, Malaysian sales were up 4%, Indonesia saw a 6.5% increase and Mongolian newspapers increased sales by 31%.
* Australia recorded a decline of -1.21% in sales in 2004 and -4.83% over 5 years, while New Zealand newspaper sales were stable year-on-year and down -4.96% over 5 years.
* Norwegians and Japanese remain the world’s greatest newspaper buyers with, respectively, 651 and 644 sales per thousand population each day. Finland comes next with 522 followed by Sweden with 489.
On New Titles
* Total number of daily titles was up 2% in the world in 2004 and up 4.6% since 2000, taking the total to 6,580 dailies.
* 81% of countries for which data was available reported an increase in the number of daily titles last year. Over 5 years, 44% reported an increase in the number of dailies.
* Number of daily titles was up 4.1% in Asia; +1.3% in Europe; +1.1% in South America, +1.4% in Australia and Oceania; and up 10.4% in Africa. The number of titles declined -0.1% in North America.
On advertising
* Global newspaper advertising revenues saw their biggest increase in 5 years and were up 5.3% in 2004, following a 2% increase in 2003.
* Although newspaper advertising revenues are increasing in many markets, newspapers’ share of the world ad market declined from 30.5% in 2003 to 30.1% in 2004. But newspapers remain the world’s second largest advertising medium, after television, and are expected to retain this position for many years.
* 16 countries and regions saw newspaper advertising market share growth in 2004: Argentina, China, Colombia, Czech Republic, Hong Kong, Iceland, Ireland, Kuwait, Malaysia, Pakistan, Poland, Romania, Slovenia, Taiwan, United Arab Emirates and Vietnam.
* Over 5 years, newspapers in 19 countries and territories saw increased market share: Argentina, Belgium, China, Colombia, Czech Republic, Hong Kong, Iceland, Ireland, Kuwait, Lebanon, Malaysia, Norway, Poland, Puerto Rico, Slovenia, Taiwan, Thailand, United Arab Emirates and Vietnam.
* Newspaper advertising revenues in USA, by far the largest newspaper advertising market in the world, increased by 3.93% in 2004, compared with 1.9% increase in 2003 and a drop the 2 previous years.
On Internet* Internet traffic grew 32% last year and 350% over 5 years for the newspaper web sites for which data is available over several years.
* Internet advertising revenues continue to grow rapidly, and were up 21% in 2004, the highest growth for 5 years.
On Free Dailies
* Size of free daily market in several countries is impressive; in Spain, free daily distribution represents a huge 40% of the market; in Italy, 29%; in Denmark 27%, and in Portugal, 25%.
In addition to providing a broader picture of the world newspaper market, the report provides a wealth of unusual and interesting facts about newspapers from around the world, such as:
* In Bolivia, only 5% of the population buys a new newspaper occasionally.
* In Bosnia, 53% of adults have no confidence in any print media.
* There is no printing press in Equatorial Guinea and newspapers are photocopied.
* Indian newspapers, published in 18 languages, include not only bi-lingual but tri- lingual publications.
* In Jordan, where dailies are obliged by law to have a minimum capital of US$700,000, there is also a legal obligation for editors-in-chief to have ten consecutive years as a journalist before they can be appointed.
* In Mozambique, the chief distribution means for dailies is by fax. These fax publications consist of 4 pages, including ads.
* Uzbek government has invented newspapers without news. Private newspapers are allowed to publish advertising, horoscopes and other features- but no news.
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