Press: Still the largest medium

With the rapid growth of, first TV and now the Internet, some analysts have predicted the demise of print as an advertising medium.

Press: still the largest medium

With the rapid growth of, first TV and now the Internet, some analysts have predicted the demise of print as an advertising medium. But newspapers and magazines still account for almost half of all global advertising expenditure and spend has increased by almost ten per cent in real terms since 1988.

GLOBAL SPEND

Advertising expenditure in the press was worth over US$130 billion in 1997. This represents a real terms increase in global press spending of 9.4 per cent since 1988.

The press has, however, lost share over the last decade. In 1988, print...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands