Market Insights Advertising & Media Advertising

Print Advertising - Worldwide

Worldwide

Ad spending in the Print Advertising market worldwide is forecasted to reach €31.78bn in 2024.
The largest market within the market is Newspaper Advertising, with a market volume of €21.86bn in 2024.
When looking at global figures, the United States leads in ad spending, expected to reach €8,912.00m in 2024.
By 2029, the number of readers in the Print Advertising market is estimated to reach 3.1bn users.
The average ad spending per reader in the Newspaper Advertising market is projected to be €17.58 in 2024.
Print advertising in the Worldwide market is experiencing a shift towards digital platforms, impacting traditional print media revenues and strategies.

Key regions: France, China, Asia, Germany, Europe

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Analyst Opinion

The Print Advertising market in Worldwide has been experiencing significant changes and developments in recent years.

Customer preferences: In today's digital age, customer preferences have shifted towards online platforms for advertising. With the increasing popularity of social media and digital marketing, businesses are finding it more effective and cost-efficient to advertise their products and services online. This has resulted in a decline in print advertising as customers are now more inclined to consume information digitally.

Trends in the market: Despite the overall decline, the Print Advertising market in Worldwide still holds some value for certain industries and target audiences. Print advertisements continue to be popular among older demographics who are less tech-savvy and prefer traditional forms of media. Additionally, niche publications and local newspapers still attract advertisers who want to reach specific regional or demographic audiences.

Local special circumstances: The Print Advertising market in Worldwide is diverse and varies greatly from country to country. In developed countries, such as the United States and Western European nations, print advertising has witnessed a significant decline due to the widespread adoption of digital platforms. However, in emerging economies and developing countries, print advertising still plays a vital role in reaching consumers who have limited access to the internet or prefer print media.

Underlying macroeconomic factors: The decline in the Print Advertising market in Worldwide can be attributed to several underlying macroeconomic factors. The global economic slowdown has led businesses to cut costs and allocate their advertising budgets towards more cost-effective digital channels. Furthermore, the increasing availability and affordability of smartphones and internet access have resulted in a shift in consumer behavior towards digital consumption. In conclusion, the Print Advertising market in Worldwide is experiencing a decline due to changing customer preferences, the rise of digital marketing, and underlying macroeconomic factors. However, it is important to note that print advertising still holds value in certain segments and regions, particularly among older demographics and in emerging economies. As the digital landscape continues to evolve, it will be crucial for businesses to adapt their advertising strategies to meet the changing needs and preferences of their target audiences.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.