Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries: The Newspaper Publishing Industry

Figure 9: Developments in advertising expenditures 
0
100000
200000
300000
400000
500000
600000
m
ill
io
n
 (U
SD
) ‐
cu
rre
n
t 
pr
ic
e
s
Year
Developments in advertising expenditures
Advertising expenditure newspapers
Advertising expenditure media
Source: PwC, 2009. 
In Europe, newspaper advertising revenues are down in many countries. Of the available 
WAN-IFRA data for European countries, twelve countries show a negative growth in 
advertisement income between 2005 and 2009. Again, it needs to be underlined that the 
developments vary greatly between countries; the decline in advertisement income ranges 
from -5.8% to -38.8%. Four countries show a positive growth in advertisement income 
between 2005 and 2009.
Figure 10 shows an overview of the developments in the six largest newspaper countries in 
Europe, and compares these to the developments in the US and Japan. 
Figure 10: Paid-for and free dailies advertisement revenues (2005-2009)
0
10
20
30
40
50
60
US
Japan*
Germany*
UK
France
Italy
Spain
The 
Netherlands
B
ill
io
n
 U
SD
 (
cu
rr
e
n
t 
p
ri
ce
s)
Paid‐for & free dailies advertisement revenues (2005‐2009)
2005
2009
‐44%
‐24%
13%
‐39%
‐10%
‐6%
‐7%
‐15%
*
Most recent data = 2008. 
Source: TNO based on WAN-IFRA data, 2010. 

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