Newspapers' online reach and digital revenues on the rise

The use of web newspapers continues to grow. According to Mediareports, the daily reach in Germany and Austria will increase to 21% by 2021, and even to around a third in Switzerland. In June 2017, the share of web newspapers in the page impressions of all online advertising media recorded in advertising statistics was around 10% in Germany and 14% in Austria, while in Switzerland it was more than 50%.

Revenues from online display advertising will increase by 5 percent annually between 2016 and 2021. "Newspapers can benefit from this growth if they invest in personalized advertising, targeting, big data and programmatic advertising," says Jan Todt, author of the current media report "Newspapers 2021". Newspapers need to master the new technologies themselves or enter into cooperations in order to keep pace with the competition.

According to Todt, the best opportunities are in the area of native advertising. Here, newspapers can not only mitigate the negative effects of adblocking, but also open up new areas of value creation with content creation. But native ads are sensitive territory: If you get it wrong, you lose credibility and damage your core business, warns Todt.

Basis of the Media reports are extensive and continuous research and market observations in the media and communications markets. Available sources are analyzed and - if sufficiently informative and of sufficient quality - selected for the database. The findings derived from secondary sources are discussed in expert talks with industrial companies and service providers as well as with users, associations and academics.

The publisher of Mediareports is Prof. Dr. Josef Trappel, Head of the Department of Communication Science at the University of Salzburg. Responsibility for the content lies with Mediareports Holger Delpho / Daniel Hürst / Jan Todt GbR in Freiburg im Breisgau.