Slower erosion of magazine advertising
Overall, February was not a good month for the classifieds market
February was not a happy month for the advertising market overallBoth the commercial and job advertising markets had an inglorious February. Only the weekly newspapers continued to perform well and the development of commercial advertisements in February was anything but a cause for celebration. However, this month had one working day and therefore one issue less in the current year, which puts the unsatisfactory result into perspective somewhat. According to the area statistics of the Swiss Press/VSW, commercial advertising in newspapers declined in all three parts of the country. In German-speaking Switzerland, the decline amounted to 5.7 percent, in French-speaking Switzerland
6.6 percent - only Ticino got off lightly with a loss of "only" 0.7 percent.
Thanks to the volume of job advertisements, which also grew much more slowly than in previous months, these unsightly figures for commercial advertisements were at least corrected upwards somewhat. In German-speaking Switzerland, there was even a slight increase of
1.2 percent. The overall result in French-speaking Switzerland was still pulled up to minus 2.4%. In Ticino, on the other hand, job advertisements were also down (minus 13.3%), meaning that the overall loss in the southern canton was also significant at minus 2.1%.
Major newspapers slumped - locomotive weekly newspapers
In the commercial advertising market, the big newspapers (circulations of over 50,000 copies) were hit hardest, losing 11.4 percent in German-speaking Switzerland and as much as 18.1 percent in French-speaking Switzerland. The situation was even more difficult for the smallest newspapers (circulations of less than 10,000 copies); they were down by as much as 28.3 percent in German-speaking Switzerland and 9.1 percent in Ticino.
The only bright spot among the newspapers in February were the weeklies, which were already
have been achieving top results in a row for months. With an increase of 6.6% in commercial advertising, they once again performed well above average. If you add to this the 56 percent increase in job vacancies, the weekly titles achieved an increase of 8.8 percent. In French-speaking Switzerland, the weekly newspapers posted an impressive increase of 20.4%, even without the help of the job market.
However, both the Anzeiger, which lost 4.6 percent of its advertising volume, and the agricultural press, which continued its downward spiral at 5.3 percent, had little to laugh about.
For magazines, the erosion in February was at least not quite as severe as in January. However, they still lost 1.1 percent of advertising across Switzerland as a whole, despite additional expenditure. The hole is particularly large in Ticino, where advertising fell by 34 percent, while German-speaking Swiss magazines also lost 3.7 percent of their advertising. The French-speaking Swiss magazine market was the only one to record a pleasing gain of 11.6 percent.
The Publicitas index of advertising expenditure in the daily press, which measures sales in Swiss francs and also includes job advertisements, paints a somewhat more positive picture of the current trend. The index rose by 0.4 points, although this corresponds to almost halving the growth realized in January.
Daniel Schifferle
6.6 percent - only Ticino got off lightly with a loss of "only" 0.7 percent.
Thanks to the volume of job advertisements, which also grew much more slowly than in previous months, these unsightly figures for commercial advertisements were at least corrected upwards somewhat. In German-speaking Switzerland, there was even a slight increase of
1.2 percent. The overall result in French-speaking Switzerland was still pulled up to minus 2.4%. In Ticino, on the other hand, job advertisements were also down (minus 13.3%), meaning that the overall loss in the southern canton was also significant at minus 2.1%.
Major newspapers slumped - locomotive weekly newspapers
In the commercial advertising market, the big newspapers (circulations of over 50,000 copies) were hit hardest, losing 11.4 percent in German-speaking Switzerland and as much as 18.1 percent in French-speaking Switzerland. The situation was even more difficult for the smallest newspapers (circulations of less than 10,000 copies); they were down by as much as 28.3 percent in German-speaking Switzerland and 9.1 percent in Ticino.
The only bright spot among the newspapers in February were the weeklies, which were already
have been achieving top results in a row for months. With an increase of 6.6% in commercial advertising, they once again performed well above average. If you add to this the 56 percent increase in job vacancies, the weekly titles achieved an increase of 8.8 percent. In French-speaking Switzerland, the weekly newspapers posted an impressive increase of 20.4%, even without the help of the job market.
However, both the Anzeiger, which lost 4.6 percent of its advertising volume, and the agricultural press, which continued its downward spiral at 5.3 percent, had little to laugh about.
For magazines, the erosion in February was at least not quite as severe as in January. However, they still lost 1.1 percent of advertising across Switzerland as a whole, despite additional expenditure. The hole is particularly large in Ticino, where advertising fell by 34 percent, while German-speaking Swiss magazines also lost 3.7 percent of their advertising. The French-speaking Swiss magazine market was the only one to record a pleasing gain of 11.6 percent.
The Publicitas index of advertising expenditure in the daily press, which measures sales in Swiss francs and also includes job advertisements, paints a somewhat more positive picture of the current trend. The index rose by 0.4 points, although this corresponds to almost halving the growth realized in January.
Daniel Schifferle
