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

Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries 
36
 
Figure 8: Newspaper advertising expenditure and share of the advertising market 
Source: WAN-IFRA, 2011. 
Figure 9 shows that worldwide advertising expenditures, just like expenditures on 
newspapers, witnessed a small decline after 2000, rose again between 2002 and 2008 and 
witnessed a significant decline after 2008, due to the economic crisis. While the general 
expenditures between 1997 and 2012 on advertising show an average growth of 
approximately 37% (from almost 300 billion USD in 1997 to an estimate of more than 480 
billion USD in 2012), the newspaper advertising expenditure shows an average negative 
growth of -7.8%. This indicates that the newspaper sector is witnessing a more structural and 
serious decline in advertising income, whereas the decline in TV and internet advertising 
revenues is probably mainly a result of shrinking advertising budgets due to the economic 
crisis, and not of decreasing audiences or shifts in advertising budgets to other media.
The available WAN-IFRA statistics for the EU are incomplete, but still provide a good 
overview of the general trend in the EU.
13
Between 2005 and 2008, advertising revenue in 
European paid-for-dailies rose approximately 11%, from 20.708.51 million USD in 2005 to 
23.007.33 million USD in 2008. From 2008 and 2009 on, data show advertising income 
decline in most countries. Advertising revenue fell 19.5%.
13
This means that Austria, Belgium, Cyprus, Malta, Poland, Slovakia, Portugal and Slovenia are not included in 
this analysis. Germany, Greece, Ireland and Romania are only included for the years 2005 and 2008. 

---

The Newspaper Publishing Industry 
37