Unpleasant annual balance sheet
A flattening of the loss curve in December does not yet bring any relief
A flattening of the loss curve in December brings no reliefDecember 2001 brought a slight recovery for advertising statistics and the Publicitas index - the losses were less dramatic than in the previous month. After a promising first quarter, the advertising statistics plunged into a downward spiral that lasted until the end of the year. However, the negative trend slowed slightly overall in December. While the losses in the job advertisements sector increased again in December, swelling to minus 43.5 percent, the commercial sector recovered slightly: newspapers generated only 10.4 percent less advertising volume overall than in the same month last year. With an overall loss of minus 16.9 percent, December was not quite as grim as November.
Accumulated over the year 2001, this results in a loss of minus 10.5 percent in the job sector. The volume of commercial advertising shrank by 8.4 percent for newspapers and 5.6 percent for magazines.
The big losers of the year were the smaller daily newspapers in German-speaking Switzerland with a circulation of less than 10,000 copies: They lost 31.5 percent of their advertising volume. On the other hand, the advertisers were able to improve on the previous year, mainly thanks to the commuter newspapers. While the advertisers in the commercial sector suffered a slight decline of 0.5 percent, they grew by a total of 14.4 percent in the job sector despite an unfavorable second half of the year.
The collapse of the job advertising market hit Suisse romande less hard than German-speaking Switzerland. The small and medium-sized daily newspapers in French-speaking Switzerland with circulations of up to 50,000 copies even managed to make gains in the job sector.
The Publicitas index of the development of advertising expenditure in the daily press slipped in the
The index fell sharply again in December, dropping 1.7 points to 125.5 points. Although the loss was not as drastic as in November, December must be counted among the three worst months of the past year. Over the year as a whole, the Publicitas Index fell by 6.9%, which corresponds to losses of around CHF 160 million.
The index of job advertisements fell by 8.9 points to 289.9 points in December, which is still the best result in the last four months of the year. Over the year as a whole, the job index fell by 9.4 percent, which corresponds to around 60 million francs. Bruno Amstutz
Accumulated over the year 2001, this results in a loss of minus 10.5 percent in the job sector. The volume of commercial advertising shrank by 8.4 percent for newspapers and 5.6 percent for magazines.
The big losers of the year were the smaller daily newspapers in German-speaking Switzerland with a circulation of less than 10,000 copies: They lost 31.5 percent of their advertising volume. On the other hand, the advertisers were able to improve on the previous year, mainly thanks to the commuter newspapers. While the advertisers in the commercial sector suffered a slight decline of 0.5 percent, they grew by a total of 14.4 percent in the job sector despite an unfavorable second half of the year.
The collapse of the job advertising market hit Suisse romande less hard than German-speaking Switzerland. The small and medium-sized daily newspapers in French-speaking Switzerland with circulations of up to 50,000 copies even managed to make gains in the job sector.
The Publicitas index of the development of advertising expenditure in the daily press slipped in the
The index fell sharply again in December, dropping 1.7 points to 125.5 points. Although the loss was not as drastic as in November, December must be counted among the three worst months of the past year. Over the year as a whole, the Publicitas Index fell by 6.9%, which corresponds to losses of around CHF 160 million.
The index of job advertisements fell by 8.9 points to 289.9 points in December, which is still the best result in the last four months of the year. Over the year as a whole, the job index fell by 9.4 percent, which corresponds to around 60 million francs. Bruno Amstutz
