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 advertising accounted for 56.5 per cent of global adspend, by 1997 this had fallen to 49 per cent.

TABLE 1 GLOBAL PRESS ADSPEND 1998-97

Adspend in current US$m % change, real terms Total adspend % share
1988 89,038 - 56.5
1989 94,502 1.2 56.3
1990 102,383 2.8 55.7
1991 101,427 -4.9 54.6
1992 106,486 1.9 50.6
1993 103,020 -6.1 51.2
1994 112,436 6.4 50.4
1995 125,980 9.0 50.5
1996 129,460 -0.1 49.0
1997 132,387 -0.2 49.0
Source: World Advertising Trends 1999