Hoping for a dynamic second semester
Commercial ads and job listings in most print media are on the decline
Commercial and job advertisements in decline in most print mediaCommercial and job advertisements in most Swiss print media fell in May. However, Publicitas expects the advertising markets to regain momentum in the second half of the current year, with the negative trend already observed in April for both commercial and job advertisements continuing in May. The decline even accelerated somewhat. This was the case for practically all title categories and in all three parts of the country. According to VSW space statistics, newspapers as a whole lost 7.5 percent of their advertising space. Commercial advertising fell by 7.8 percent compared to the same month last year. At minus 6.4 percent, the setback in job advertisements was only the second and at the same time the highest negative result in this advertising category for years. The weekly newspapers in German-speaking Switzerland, whose job market (Kombi Executive plus) slumped by 43.1 percent, were particularly hard hit.
The only exceptions to the negative trend were in Ticino and French-speaking Switzerland, where weekly newspapers were able to make gains. Magazines lost 3.7 percent across Switzerland as a whole, with German-speaking Switzerland faring best with a drop of 1.5 percent.
Despite these consistently negative developments, it should not be forgotten that advertising volumes are now at a very high level after years of climbing. This is still true, even if the trend has now gone into reverse.
The Publicitas index reflects the imbalance in May with a fall of 0.8 points. According to Publicitas, the decline is mainly due to the reluctance of important sectors (major distributors, telecommunications companies) to invest.
The decline in the job advertisement index, which fell by 1.5 points, is painful: this is the first time since June 1997 that a negative result has been recorded; from then until April of this year, the index had only climbed.
However, Publicitas warns against fears of depression with regard to future developments, especially as the most important economic indicators continue to point upwards. Daniel Schifferle
The only exceptions to the negative trend were in Ticino and French-speaking Switzerland, where weekly newspapers were able to make gains. Magazines lost 3.7 percent across Switzerland as a whole, with German-speaking Switzerland faring best with a drop of 1.5 percent.
Despite these consistently negative developments, it should not be forgotten that advertising volumes are now at a very high level after years of climbing. This is still true, even if the trend has now gone into reverse.
The Publicitas index reflects the imbalance in May with a fall of 0.8 points. According to Publicitas, the decline is mainly due to the reluctance of important sectors (major distributors, telecommunications companies) to invest.
The decline in the job advertisement index, which fell by 1.5 points, is painful: this is the first time since June 1997 that a negative result has been recorded; from then until April of this year, the index had only climbed.
However, Publicitas warns against fears of depression with regard to future developments, especially as the most important economic indicators continue to point upwards. Daniel Schifferle
