121.4 million less
Daily newspapers suffered the most severe losses in 2001
Daily newspapers suffered the most painful losses in 2001Bruno Amstutz Media Focus recorded less drastic falls in gross advertising expenditure in December than in November. The annual result was therefore not quite as miserable as feared.
The clouds cleared a little in December, particularly in the print sector. A drop of 5.3 percent meant that daily newspapers only suffered single-digit percentage losses for the first time since July 2001. Consumer magazines even managed to break above the zero line and increased by 1 percent compared to the same month last year.
On the other hand, television suffered losses for the first time since June, falling by 4.4%. The death sentences for Tele 24 and TV 3 were already reflected in the statistics. Radio stations also saw their November highs slow down again, although they were still up 5.2%.
Calculated over the whole of 2001, the picture is not quite as terrible as the bad news of the past few months might have suggested. All media together lost a total of 3.0 percent or 121.4 million francs in gross advertising revenue compared to 2000. On the positive side, two media with a high level of income were able to increase their revenues: Television stations gained 5.4 percent or CHF 35.3 million, while posters increased by 4.1 percent or CHF 16.5 million. In addition to these winners, only cinema (up 0.9 percent) and teletext (up 0.2 percent) managed to stay just on the positive side.
The list of losers in 2001 is longer, led by Internet banners, which closed the year with a regrettable 38.1 percent decline. The medium only generated gross revenues of CHF 18.9 million in 2001 - CHF 11.7 million less than in the previous year. Trade journals also fared badly, losing 8 percent of their advertising income. Daily newspapers suffered similar losses: The annual balance sheet shows a drop of 7.6 percent, corresponding to losses of 133.9 million francs. The advertising pie shrank most visibly in this sector.
The last two positive months were not enough for the radio stations to close the year in the green: they lost a total of 3.3% and had to forgo CHF 4.4 million. Consumer magazines only just fell into negative territory with a minus of 0.5 percent. They lost CHF 3.3 million.
Media Focus does not dare to sound the all-clear for the first few months of the new year and predicts that advertising business will remain sluggish.
The clouds cleared a little in December, particularly in the print sector. A drop of 5.3 percent meant that daily newspapers only suffered single-digit percentage losses for the first time since July 2001. Consumer magazines even managed to break above the zero line and increased by 1 percent compared to the same month last year.
On the other hand, television suffered losses for the first time since June, falling by 4.4%. The death sentences for Tele 24 and TV 3 were already reflected in the statistics. Radio stations also saw their November highs slow down again, although they were still up 5.2%.
Calculated over the whole of 2001, the picture is not quite as terrible as the bad news of the past few months might have suggested. All media together lost a total of 3.0 percent or 121.4 million francs in gross advertising revenue compared to 2000. On the positive side, two media with a high level of income were able to increase their revenues: Television stations gained 5.4 percent or CHF 35.3 million, while posters increased by 4.1 percent or CHF 16.5 million. In addition to these winners, only cinema (up 0.9 percent) and teletext (up 0.2 percent) managed to stay just on the positive side.
The list of losers in 2001 is longer, led by Internet banners, which closed the year with a regrettable 38.1 percent decline. The medium only generated gross revenues of CHF 18.9 million in 2001 - CHF 11.7 million less than in the previous year. Trade journals also fared badly, losing 8 percent of their advertising income. Daily newspapers suffered similar losses: The annual balance sheet shows a drop of 7.6 percent, corresponding to losses of 133.9 million francs. The advertising pie shrank most visibly in this sector.
The last two positive months were not enough for the radio stations to close the year in the green: they lost a total of 3.3% and had to forgo CHF 4.4 million. Consumer magazines only just fell into negative territory with a minus of 0.5 percent. They lost CHF 3.3 million.
Media Focus does not dare to sound the all-clear for the first few months of the new year and predicts that advertising business will remain sluggish.
