Downhill run with handbrake
Advertising Expenditures: Address book publishers and direct marketers are bucking the trend: In a shrinking advertising market, they generated significantly more advertising revenue last year.
Advertising expenditure Directory publishers and direct advertisers are bucking the trend: in a shrinking advertising market, they took in significantly more advertising money last year: Although net advertising expenditure shrank by 4.8 percent in 2002, there were also winners in this trend, and not too few. The latest survey by the Advertising Statistics Foundation, which measures net advertising sales (excluding production costs), found that direct advertising sales increased by CHF 31 million or
2.7 percent. This follows on from the brilliant result in 2001. At that time, direct advertising recorded by far the strongest growth of all media (+48 million francs). Address books (directories) grew strongly in 2002 with an increase of CHF 26 million (+16.8 %). The organizers of trade fairs and exhibitions also experienced an upswing: they increased by eight million francs (+3.4 %).
Among the advertising media that got off scot-free,
also include teletext (+1.9 %) and radio advertising (+0.5 %). Out-of-home advertising, on the other hand, which was still one of the growth candidates in 2001, lost CHF 32 million last year (-5.3 %). For cinema operators, the decline amounted to three million francs or 6.3 percent.
Sunshine only on SundayThe bad news once again hits the press the hardest. With a loss of 339 million francs (-11.8 %), the slump has more than doubled compared to the previous year (-146 million francs). With the lowest dip in the last twelve years, the printed media have fallen back to the level of 1998.
However, there is also encouraging news in the beleaguered Swiss press landscape: The market for weekly and Sunday newspapers has continued to grow: up 12 percent (23 million). The expansion of the Sunday advertising market in German-speaking Switzerland is primarily attributable to the NZZaS. The market for weekly and Sunday newspapers in French-speaking Switzerland and Ticino was also in good shape, with growth of four million francs (7.8 %).
And there is another ray of hope in the gloomy newspaper landscape: The local newspapers (circulation under 10,000 copies) in German-speaking Switzerland were able to collect three million francs (+5.6 %) more advertising money.
Job advertisements were the main reason for the slump in advertising in the larger newspapers last year: More than two thirds of the loss of 339 million francs is attributable to them (-232 million). In the last ten years, this advertising market had never slumped as much as in 2002, namely by a whopping 42.1 percent. The bloodletting mainly affected the large newspapers in urban agglomerations, which did big business in the boom years with large job advertisements. According to advertising statistics, these are primarily newspapers with a circulation of more than 50,000 copies: They lost a total of 238 million advertising francs in 2002 (-19.6 %).
The business and women's press were also hit hard: of the total loss of CHF 42 million (-12 %) in the magazine market, they alone lost CHF 35 million. The business titles felt the effects of the frosty climate - they lost a hefty CHF 20 million (around CHF 20 %).
The trend is similarly dramatic for the
Women's titles, whose advertising revenues fell by CHF 15 million (-21.1 %). However, this result also reflects the discontinuation of the former traditional title Meyers in late summer 2001. Among the magazines, only the general interest titles held up comparatively well, losing "only" four million francs (-3.2 %) compared to 2001.
Daniel Schifferle
Cheap but efficient: direct advertisers increased sales in 2002 with their direct mailings.
Back at the 1998 level: Net advertising sales in the print media fell by a total of 11.8 percent in 2002.
Net advertising sales in Switzerland (excluding production costs) in CHF million rounded Difference
01/02
Press 1997 1998 1999 2000 2001 2002 in %
- Newspapers sold/free newspapers 1850 1926 2118 2250 2150 1863 - 13.3
- Consumer magazines 229 243 337 379 346 304 - 12.0
- Trade press 365 397 380 404 390 379 - 2.7
Total press 2444 2566 2835 3032 2886 2547 - 11.8
Television (incl. sponsorship) 370 402 486 520 494 527 1)
Radio (incl. sponsorship) 107 114 120 139 129 129 0.5
Cinema 39 40 42 45 40 38 - 6.3
Teletext 13 14 13 14 14 14 14 1.9
Outdoor advertising 447 468 502 592 603 571 - 5.3
Address books 121 118 128 150 155 181 16.8
Trade fairs and exhibitions 207 218 220 227 235 243 3.4
Total values collected 3747 3940 4346 4720 4555 4250 - 6.7
Direct advertising 976 1061 1109 1140 2.7
Total 5322 5781 5665 5390 - 4.8
1) Not comparable with the previous year, as the advisory commission is not included in the turnover of the public broadcasters until 2001. Source: Stiftung Werbestatistik/Wemf
Incorrect figures: No TV comparison
2.7 percent. This follows on from the brilliant result in 2001. At that time, direct advertising recorded by far the strongest growth of all media (+48 million francs). Address books (directories) grew strongly in 2002 with an increase of CHF 26 million (+16.8 %). The organizers of trade fairs and exhibitions also experienced an upswing: they increased by eight million francs (+3.4 %).
Among the advertising media that got off scot-free,
also include teletext (+1.9 %) and radio advertising (+0.5 %). Out-of-home advertising, on the other hand, which was still one of the growth candidates in 2001, lost CHF 32 million last year (-5.3 %). For cinema operators, the decline amounted to three million francs or 6.3 percent.
Sunshine only on SundayThe bad news once again hits the press the hardest. With a loss of 339 million francs (-11.8 %), the slump has more than doubled compared to the previous year (-146 million francs). With the lowest dip in the last twelve years, the printed media have fallen back to the level of 1998.
However, there is also encouraging news in the beleaguered Swiss press landscape: The market for weekly and Sunday newspapers has continued to grow: up 12 percent (23 million). The expansion of the Sunday advertising market in German-speaking Switzerland is primarily attributable to the NZZaS. The market for weekly and Sunday newspapers in French-speaking Switzerland and Ticino was also in good shape, with growth of four million francs (7.8 %).
And there is another ray of hope in the gloomy newspaper landscape: The local newspapers (circulation under 10,000 copies) in German-speaking Switzerland were able to collect three million francs (+5.6 %) more advertising money.
Job advertisements were the main reason for the slump in advertising in the larger newspapers last year: More than two thirds of the loss of 339 million francs is attributable to them (-232 million). In the last ten years, this advertising market had never slumped as much as in 2002, namely by a whopping 42.1 percent. The bloodletting mainly affected the large newspapers in urban agglomerations, which did big business in the boom years with large job advertisements. According to advertising statistics, these are primarily newspapers with a circulation of more than 50,000 copies: They lost a total of 238 million advertising francs in 2002 (-19.6 %).
The business and women's press were also hit hard: of the total loss of CHF 42 million (-12 %) in the magazine market, they alone lost CHF 35 million. The business titles felt the effects of the frosty climate - they lost a hefty CHF 20 million (around CHF 20 %).
The trend is similarly dramatic for the
Women's titles, whose advertising revenues fell by CHF 15 million (-21.1 %). However, this result also reflects the discontinuation of the former traditional title Meyers in late summer 2001. Among the magazines, only the general interest titles held up comparatively well, losing "only" four million francs (-3.2 %) compared to 2001.
Daniel Schifferle
Cheap but efficient: direct advertisers increased sales in 2002 with their direct mailings.
Back at the 1998 level: Net advertising sales in the print media fell by a total of 11.8 percent in 2002.
Net advertising sales in Switzerland (excluding production costs) in CHF million rounded Difference
01/02
Press 1997 1998 1999 2000 2001 2002 in %
- Newspapers sold/free newspapers 1850 1926 2118 2250 2150 1863 - 13.3
- Consumer magazines 229 243 337 379 346 304 - 12.0
- Trade press 365 397 380 404 390 379 - 2.7
Total press 2444 2566 2835 3032 2886 2547 - 11.8
Television (incl. sponsorship) 370 402 486 520 494 527 1)
Radio (incl. sponsorship) 107 114 120 139 129 129 0.5
Cinema 39 40 42 45 40 38 - 6.3
Teletext 13 14 13 14 14 14 14 1.9
Outdoor advertising 447 468 502 592 603 571 - 5.3
Address books 121 118 128 150 155 181 16.8
Trade fairs and exhibitions 207 218 220 227 235 243 3.4
Total values collected 3747 3940 4346 4720 4555 4250 - 6.7
Direct advertising 976 1061 1109 1140 2.7
Total 5322 5781 5665 5390 - 4.8
1) Not comparable with the previous year, as the advisory commission is not included in the turnover of the public broadcasters until 2001. Source: Stiftung Werbestatistik/Wemf
Incorrect figures: No TV comparison
The development of television advertising revenue can only be measured in the realm of speculation. Although growth of CHF 33 million to CHF 527 million is reported for 2002, this amount is not comparable with the previous year. This is because up to and including 2001, the advisory commission was not included in the turnover of the public broadcasters: This is only included from 2002 onwards.
As the Advertising Statistics Foundation does not make retrospective corrections for errors in previous years, a comparison is not possible.
A similar problem arose with free newspapers in 2002. According to Rolf Blum, Head of Advertising Statistics, one of the major players in this category had overstated its advertising turnover by CHF 20 million in the previous year. This at least partially explains the current calculated loss of CHF 27 million (-21.8 %) for the free newspapers.
(dse)
