November hangover
Sharp Drop in Job Postings Weighs on Advertising Statistics
November 2001 brought the most massive decline in the volume of job ads in the Swiss press so far last year and tore further large holes in the advertising statistics. Weekly newspapers and Swiss-German dailies were hit hardest.
The November figures for the Swiss press's advertising statistics are causing a post-New Year's Eve hangover. Job ads suffered another slump, dragging down the bottom line: Newspapers reported a 42.6 percent drop in job volume compared to November 2000, with weeklies suffering the biggest loss at minus 57.1 percent.
The poor job advertising situation combined with more discrete losses in commercial advertising, where newspapers generated 10.9 percent less volume than in the same month last year.
For weekly newspapers, the overall loss in advertising volume was 25.6 percent, more than double the figure for October. Magazines lost 13.7 percent in November, the first time they have lost more than ten percent of their advertising volume compared with the same month of the previous year.
After eleven months of 2001, the picture is bleak. In almost all categories, the cumulative monthly figures show a decline in total advertising volume: for newspapers, it is minus 8.2 percent, for magazines minus 5.5 percent.
Positive figures are scarce. The fourteen medium-sized daily newspapers in German-speaking Switzerland with a circulation of between 10,000 and 50,000 copies at least managed to increase their cumulative advertising volume by 1 percent compared with the year 2000. After eleven months, even their job advertisements are slightly up, with a gain of 0.6 percent.
The Publicitas index of advertising expenditure in the daily press is also dwindling consistently: in November 2001, it stood at 127.2 points, 1.9 points below the October figure. The index of job advertisements fell by 11.3 points to 298.8 points.
The November figures for the Swiss press's advertising statistics are causing a post-New Year's Eve hangover. Job ads suffered another slump, dragging down the bottom line: Newspapers reported a 42.6 percent drop in job volume compared to November 2000, with weeklies suffering the biggest loss at minus 57.1 percent.
The poor job advertising situation combined with more discrete losses in commercial advertising, where newspapers generated 10.9 percent less volume than in the same month last year.
For weekly newspapers, the overall loss in advertising volume was 25.6 percent, more than double the figure for October. Magazines lost 13.7 percent in November, the first time they have lost more than ten percent of their advertising volume compared with the same month of the previous year.
After eleven months of 2001, the picture is bleak. In almost all categories, the cumulative monthly figures show a decline in total advertising volume: for newspapers, it is minus 8.2 percent, for magazines minus 5.5 percent.
Positive figures are scarce. The fourteen medium-sized daily newspapers in German-speaking Switzerland with a circulation of between 10,000 and 50,000 copies at least managed to increase their cumulative advertising volume by 1 percent compared with the year 2000. After eleven months, even their job advertisements are slightly up, with a gain of 0.6 percent.
The Publicitas index of advertising expenditure in the daily press is also dwindling consistently: in November 2001, it stood at 127.2 points, 1.9 points below the October figure. The index of job advertisements fell by 11.3 points to 298.8 points.
