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Print holds onto its lion share of advertising revenue

Thursday, 20 April 2006
By Print21

Print media attracted 54 per cent of total advertising expenditure, a drop from the 57 per cent share of the previous year. While spending on online advertising rose 60 per cent to $620 million it still attracted only 5.3 per cent of the national total, meaning print remains by far the dominant medium.

Newspapers delivered a four per cent increase in expenditure to $668 million, with 14 out of the 34 major weekday and weekend titles securing a rise in circulation during 2005. The same number of publications also locked in a boost in readership according to figures from the Australian Bureau of Circulation.

Magazines trends run along similar lines, with circulation and readership rising for many titles. Overall circulation of women’s titles increased from the previous year, with double digit rises for both Better Homes & Gardens and Shop Til You Drop.

However, double-digit drops in circulation were reported for Family Circle, House & Garden, Gardens & Outdoor Living and Burke’s Backyard, with a range of youth and entertainment titles also suffering falls.

Over in New Zealand, magazines are continuing to make waves and have shunted radio out of the third spot in the list of the country’ biggest advertising mediums, just behind television and newspapers.

During 2005 newspapers held onto the top spot with 37.2 per cent of advertising spend, followed by television at 29.9 per cent and magazines at 11.7 per cent. Radio followed with a close fourth at 11.5 per cent.

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