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

2.3.3 Sales 
revenues 
The statistics on sales revenues of paid-for-dailies are fragmented and incomplete (WAN 
IFRA, 2010, p. 60) In the EU27, of only nine countries
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the sales revenues are available for 
2005, 2008 and 2009. If we compare these statistics, it shows that between 2005 and 2008, 
sales revenues for paid-for-dailies in those nine countries rose almost 21% from 
approximately 6.309 to 7.639 million USD. Between 2008 and 2009, sales revenues 
decreased with more than 10% to approximately 6,846 million USD, resulting in an overall 
increase of 8% between 2005 and 2009. As these figures are incomplete they do not present a 
very insightful picture for the developments in the EU27 as a whole, only for a number of 
specific countries. 
2.3.4 Advertising 
revenues 
Advertising is a major and in some countries the most important source of revenues for 
newspapers. Over the past decades the number of channels available for advertising have 
increased substantially and advertising and marketing budgets have been (partly) re-allocated 
to TV, interactive and online advertising channels (Berte & De Bens, 2008). Especially search 
engines attract high volumes of advertising money. It is estimated that they have a share of 
approximately 50 of the total internet advertising revenues. New competitors like Google 
News also challenge newspapers by aggregating their online headlines and attracting large 
audiences and, subsequently, advertising income.
According to the European Newspaper Publishers Association, advertisements have remained 
a crucial source of financing for European newspapers (ENPA, 2010/2011). On average, 
approximately 50% of the income for the press in Europe consists of advertising income.
Figure 8 shows newspaper advertising expenditure and newspapers' share in the advertising 
market from 1997 to 2012, worldwide (the last four years are based on a WAN-IFRA 
forecast). Advertising expenditure on newspapers rose from 103.399 million USD in 1997 to 
122.898 million USD in 2000. After 2000 advertising expenditure on newspapers worldwide 
declined, but in 2005 surpassed the expenditure of 2000 again. Newspaper advertising 
expenditure rose to 130.194 million USD in 2007. Nonetheless, the newspapers' share of the 
advertising market has shown a steady decline over the years, from covering almost 35% of 
the advertising market in 1997 to less than 20% in 2012 (estimated).
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Belgium, Czech Republic, Denmark, Estonia, Ireland, Italy, Luxembourg, the Netherlands and Spain. 

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