Nothing new in the east again
In October, too, the German-speaking Swiss press saw the sharpest decline in advertising volume
In October, the Swiss-German press again lost the most advertising volumeBy Bruno Amstutz The decline in newspaper advertising volume in October was somewhat less drastic than in September. However, the loss of job advertisements reached new highs.
The all-clear cannot yet be given in terms of advertising losses, even if the negative trend in the statistics slowed in October: the improvement in the situation is partly due to an additional working day in October. This had been missing from the statistics in the same month last year. But even with this bonus, commercial advertising in Swiss newspapers fell by 9.3 percent.
Job advertisements lost even more ground in October than in September: the loss amounted to minus 31.4 percent. Newspapers in German-speaking Switzerland contributed the most to this. Weekly newspapers were hit the hardest, with a 50.4 percent drop in job advertisements in German-speaking Switzerland and a 40 percent drop in French-speaking Switzerland.
The poor results for German-speaking Switzerland also take into account the merger losses in the Bernese Oberland and Thurgau: In October 2000 there were 45 daily newspapers in German-speaking Switzerland, in October 2001 there were only 42.
In October 2001, four-color advertisements in the advertising papers soared by 58.1 percent compared to the same month last year. The commuter newspapers 20 Minuten and Metropol are responsible for this. However, the advertisers also lost 9.6 percent in the job advertisements segment.
After the first ten months of this year, advertisers are the only print category still in positive territory with growth of 3.4 percent.
The Publicitas index of advertising expenditure in the daily press also continued to fall, but the loss is no longer as drastic as in September: the index lost 1.6 points and now stands at 129.1 points. Publicitas does not want to speak of a general decline in advertising expenditure. Rather, it is national clients such as major distributors and banks that are exercising restraint. In local and regional advertising markets, however, a certain dynamic can still be observed.
The index of job advertisements is not affected by this. It fell by a further 9.2 points to 310.1 points, which represents an even greater loss than in the previous month.
The all-clear cannot yet be given in terms of advertising losses, even if the negative trend in the statistics slowed in October: the improvement in the situation is partly due to an additional working day in October. This had been missing from the statistics in the same month last year. But even with this bonus, commercial advertising in Swiss newspapers fell by 9.3 percent.
Job advertisements lost even more ground in October than in September: the loss amounted to minus 31.4 percent. Newspapers in German-speaking Switzerland contributed the most to this. Weekly newspapers were hit the hardest, with a 50.4 percent drop in job advertisements in German-speaking Switzerland and a 40 percent drop in French-speaking Switzerland.
The poor results for German-speaking Switzerland also take into account the merger losses in the Bernese Oberland and Thurgau: In October 2000 there were 45 daily newspapers in German-speaking Switzerland, in October 2001 there were only 42.
In October 2001, four-color advertisements in the advertising papers soared by 58.1 percent compared to the same month last year. The commuter newspapers 20 Minuten and Metropol are responsible for this. However, the advertisers also lost 9.6 percent in the job advertisements segment.
After the first ten months of this year, advertisers are the only print category still in positive territory with growth of 3.4 percent.
The Publicitas index of advertising expenditure in the daily press also continued to fall, but the loss is no longer as drastic as in September: the index lost 1.6 points and now stands at 129.1 points. Publicitas does not want to speak of a general decline in advertising expenditure. Rather, it is national clients such as major distributors and banks that are exercising restraint. In local and regional advertising markets, however, a certain dynamic can still be observed.
The index of job advertisements is not affected by this. It fell by a further 9.2 points to 310.1 points, which represents an even greater loss than in the previous month.
