Digital inventory: analysis of advertising revenue trends in various countries in August

Ppzhan News: In August 2010, the international printing industry was surging, and the release of various statistical data also outlined the living environment and future development trend of the printing industry today.

US second quarter magazine advertising statistics

According to the newly released statistics of the Publishers Information Bureau (PIB), the number of magazine advertisement pages and operating income in the United States has increased in the past nine quarters.

According to the newly released statistics of the Publishers Information Bureau (PIB), the number of magazine advertisement pages and operating income in the United States has increased in the past nine quarters. In the second quarter of 2010, US magazine advertising revenue reached $5210102458, an increase of 5.7% over the same period last year. The total number of advertising pages was 43427.11 pages, an increase of 0.8% from April-June 2009. The last increase in US magazine advertising revenue or page count dates back to the fourth quarter of 2007.

The strong performance in the second quarter increased the US magazine advertising revenue in the first half of 2010 by 1.2% over the same period last year. In the first half of this year, the total revenue of US magazine advertisements was $924,877,050, while the magazine advertising revenue for the first half of 2009 was $9,137,487,163. In terms of the number of advertisement pages, the number of magazine advertisement pages in the first half of this year was 78,217.83 pages, a decrease of 4 percentage points compared with the same period of last year.

NinaLink, chairman and executive of the Magazine Consumers of America (MPA), said: "With the recovery of the advertising industry, the performance of magazine ads in the first half of this year is also very eye-catching. The strong return of car advertising And the steady increase in advertising for finance, real estate, toiletries and cosmetics has cemented the magazine’s success in the second quarter of this year."

Australian printing company's bankruptcy rate remains high

Although the printing industry has ushered in a new period of growth, the bankruptcy rate of Australian printing companies remained high in 2010.

According to new data from the Australian Securities and Investment Commission (ASIC), a total of 4,703 companies entered the external management process in the first half of 2010, which is not significantly lower than the 4,859 in the same period last year.

In May and June of this year, the number of companies that received external management in Australia even exceeded that of the same period last year, reaching 914 and 848 respectively, compared with 829 and 814 in May and June last year.

Lindsay Ekent, head of Lindsay Eckent Business Reconstruction, said that he feels the same about what the printing industry is currently experiencing. He said: "Now many small businesses are struggling on the road, mainly because of bank receipts. Tightening the loans made it difficult for them to get enough financial support." Therefore, in Aiken's view, the situation in 2010 was even worse than in 2009.

Of course, the Australian printing industry has also ushered in some good news. The Australian Industry Group said that paper, printing and publishing is a manufacturing sector that grew rapidly in July this year.

Japanese printing industry SMEs accounted for 75.3%

The large number of small printing companies is a major feature of the Japanese printing industry.

The Japan Printing Technology Association website reported on July 3, 2010 that the statistics released by the Ministry of Economy, Trade and Industry in 2010 showed that there were 452 companies with more than 100 employees in 2008, accounting for only 1.5% of the total number of Japanese printing industry companies. The large proportion of small businesses is very significant in all industries of the Japanese printing industry.

Small businesses account for 75.3% of the total number of companies in the printing industry

The data shows that there are 13,200 small enterprises with 1 to 3 employees, accounting for 44.5% of the total number of enterprises; 9144 enterprises with 4 to 9 employees, accounting for 30.8%. The total number of the two is 22,344, accounting for 75.3% of the total number of Japanese printing industry enterprises. That is to say, the proportion of small enterprises with less than 10 employees in all enterprises exceeds 3/4; the number of medium-sized enterprises with 10 to 99 people is 6,888, accounting for 23.2%.

Small enterprises below 10 account for 75.1% of the total number of printing enterprises

Among the Japanese printing companies, there are 17,501 small enterprises with less than 10 employees, accounting for 75.1% of the total number of enterprises; 5,424 for medium-sized enterprises, accounting for 23.3%; and only 386 for large-scale printing enterprises, accounting for only 1.6%. There are 1327 small enterprises in the plate-making industry, accounting for 69.8% of the total number of enterprises in the plate-making industry; 37 companies are large enterprises, accounting for only 1.9%. There are 1555 small enterprises in the binding industry, accounting for 74.3% of the total number of binding enterprises; 19 large enterprises, accounting for only 0.9%. There are 1,752 small businesses in the print service industry, accounting for 83.1% of the total number of enterprises; only 8 large enterprises, accounting for only 0.4%. There are 209 small enterprises in the printing related service industry, accounting for 76.8% of the total number of printing related service enterprises; only 2 large enterprises, accounting for only 0.7%.

The number of companies in the plate-making industry has declined year after year

The number of printing companies accounts for 78.5% of the total number of Japanese printing industry companies in other industries. Among them, the proportion of the print service industry, the binding industry, the plate-making industry and the printing-related service industry accounted for 7.1%, 7.0%, 6.4% and 0.9% respectively.

It is worth noting that the number of companies in the Japanese plate-making industry has declined continuously over the past few years, but it remained the second place until 2007 and fell to fourth place in 2008.

British printing company bankruptcy fell by half

According to new research by Experian, in July 2010, the number of bankrupt printing, paper and packaging companies in the UK fell by more than half from the same period last year.

New data from the department showed that only five printing and packaging companies in the UK went bankrupt in July this year, a significant reduction from the 12 in July 2009. This means that only 0.17% of printing, packaging and papermaking companies in the UK are operating poorly, down 3.1 percentage points from 0.48% in the same period last year.

MaxFirth, a manager of Experian's pH company, said: "July's statistics show that the operation status of small and medium-sized printing, packaging and papermaking enterprises has improved significantly compared with the same period of last year. However, the failure of some enterprises has reminded us that the market still exists. Very uncertain."

According to MaxFirth, in July this year, the number of large bankrupt companies in the UK (more than 500 employees) increased by 60% compared to last year, which sounded the alarm for the British government.

Overall, the UK had 1,542 companies went bankrupt last month, a 33% decrease from July 2009. The bankruptcy rate in all regions has declined from last year, and Scotland has surpassed the southeastern United Kingdom to become a region with a low bankruptcy rate in the UK – only 0.05%.

The improvement in the operating environment in the northeast of England means that it is no longer a poorly performing region, but Yorkshire still maintains a high rate of bankruptcy of 0.13%.

2010 global advertising market growth forecast

ZenithOptimedia, the world's leading media communications company, recently adjusted its growth forecast for the global advertising market this year from 2.2% to 3.5%.

In the newly released forecast report, the company pointed out that advertising spending in North America and Western Europe increased rapidly in the first half of this year, significantly better than previously expected. Canada has also emerged from the recession earlier than the United States. Its advertising spending this year is expected to grow by 5.4% overall.

This year's magazine advertisements in the United States declined slightly, and its share of total national advertising expenditure dropped from 9.8% last year to 9.3%.

The Internet continues to rise steadily and increases its share of the global market from 10.5% in 2008 to 12.7% in 2009. Moreover, according to the strength propagation forecast, the proportion of Internet advertising in total advertising expenditure will reach 17.0% in 2012, only 2 percentage points lower than the newspaper. The bidding ranking is the main driving force for the growth of Internet advertising. It accounted for 50.2% of the total Internet advertising expenditure in 2009 and is expected to reach 52.6% in 2012.

In the United States, where all aspects of the market are relatively mature, mobile advertising and device media advertising are growing faster than other Internet advertising. During the period from 2009 to 2012, social media advertising will maintain a growth rate of 30.2% per year, while Internet advertising will grow at a rate of 15.6%. Of course, these two kinds of advertisements also appear together, because many consumers will use mobile devices to participate in daily social activities, so the mobile social network will become more and more important to advertising agencies in the next few years. In 2009, mobile phone and social advertising accounted for only 5% of Internet spending, but strength spreads that this number is expected to reach 8% in 2012.

Since 1987, newspapers have been losing their market share. By 2009, its market share has dropped from 40.6% in 1987 to 23.0%, and it is likely to fall further to 19.2% in 2012.

US Interactive Magazine revenue will reach $3 billion

A new study on the needs of interactive journals shows that the revenue of interactive journals in the US magazine and newspaper printing industry will reach $3 billion in 2014.

The report, "Simulation Platform Market Forecast," predicted the market demand for nearly 230 journals in the United States. Mercer's company surveyed 1,800 American consumers and learned about the forms and characteristics of interactive journals they like. In addition, they do not evaluate potential sources of revenue for interactive journal advertising, commerce, single-page sales, or other interactive journals.

Here are some important conclusions from this report:

1. Assuming that the frequency and price of interactive journals are the same as those of printed journals, the percentage of readers who choose interactive journals will increase from the current 55% to 64% in 2014.

2. Many readers believe that printed journals and interactive journals are complementary. 30% of readers choose to purchase both print and interactive journals. 33% of readers choose to purchase printed journals or interactive journals separately.

3. Interactive journals can effectively improve the efficiency of cross-selling through recommendation engine and browsing function. Currently, 17% of readers will choose extra spending.

4. The interactive update mode of interactive magazines will gradually replace the traditional “read-and-pay” reading mode, and the proportion of customers who choose this type of reading mode will be reduced from the current 45% to 25% in 2014.

5. If interactive journals maintain the same price level as printed journals, the proportion of new customers who choose such journals will increase from the current 5% to 15% in 2014.

MartinKon, head of global media and entertainment business at Oliver Wyman Management Consulting, said: "The situation of digital distribution of magazines and newspapers is about to change rapidly. Our research report fully demonstrates consumers' strong interest in interactive journals."

In order to achieve real growth in revenue, publishers need to learn to create new interactive products, provide readers with a range of interactive magazines that cross-sell; develop creative product packages; explore potential for collaboration with other OEM manufacturers; Strict advertising standards and algorithms and rethink the functionality and structure of interactive workflows.

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