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Print news ads still more than double digital

Friday, 02 February 2018
By Print21

Ad spend in print media is still more than twice that of digital, despite a 15 percent drop year-on-year from 2016 to 2017. In total, the news media sector reported more than $2 billion in ad revenue for the 12 months to December 31, 2017.

Total spend on print advertising was $367.1 million in the fourth quarter of last year, down 15.2 percent from $433.0 million from 2016. The figure is almost three times that of digital, which despite growing 8.5 percent over the same period, still had revenue of only $133.9 million in the fourth quarter of 2017.

Jane Ractliffe, SMI.

Direct advertisers (as opposed to agencies) increased their share of total news media ad spend by 3.8 percentage points to 56.3 percent in the 2017 calendar year. Jane Ractliffe (nee Schulze), managing director of Standard Media Index Australia and New Zealand, said print was very relevant for these advertisers. “This quarter we have seen especially strong growth from the direct advertiser market into national print titles, with the total spend from those advertisers growing 13.5 percent from the same quarter a year ago.

“The fact that in the past year direct ad spend has only dropped back four percent across all news media publishing platforms shows how engaged these advertisers are with brand-friendly news media,” said Ractliffe.

Total news media ad spend in the fourth quarter of 2017 was $519.8 million, a 9.9 percent drop from $576.8 million the previous year. This represented the highest quarter of last year, helped significantly by advertising for the Queensland state election and the same-sex marriage postal survey. The sector reported $2.02 billion in ad revenue across the year ending December 31, 2017.

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