Print advertising represents one of the oldest and widespread forms of media, mainly consisting of newspapers and consumer magazines. It is versatile, creative, engaging and can be accessed easily by everyone. However, due to digitalization of media, people have shifted from print to electronic channels. As a result, organisations are now spending more on digital advertisements as opposed to print. This shift has, therefore, affected the growth of the global print advertising market. According to a new report published by IMARC Group, titled “Global Print Advertising Market Report & Forecast 2017-2022”, the market reached a value of US$ 100 Billion in 2016, declining at a CAGR of around 2% during 2009-2016.
Despite the market’s declining growth and the competition faced from the newer advertising media such as internet and mobile advertising, print advertising still accounts for a significant share in the global advertising market. This can be attributed to a number of factors. A large portion of the global population still subscribes to newspapers and magazines either because they are habitual of reading it or it is considered a symbol of respectability for educated families. Moreover, print ads are less intrusive and at the same time provide unlimited exposure than other forms of media as the reader can study the advertisement at his leisure without any time limit or interruptions. Print media also provides position flexibility as it offers a choice to the advertisers as to where to place the ad in a publication. Findings from the report further suggest that while the print advertising market is declining in developed markets, it is experiencing a balanced growth in emerging markets.
The report has segmented the global print advertising market on the basis of type which include newspapers and magazines. Currently, newspaper advertising represents the largest segment. Based on industry, the report lists the key industries which actively uses print as a medium for advertising. Market share analysis of key regions and markets have also been provided in the report. Major markets for print advertising include Asia-Pacific, EMEA (Europe, the Middle East and Africa), North America and Latin America. The report has further analysed the competitive analysis of the market covering the major players of the global print advertising market.
This report provides a deep insight into the global print advertising industry covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, current trends, key market drivers and challenges, Porter’s five forces analysis, print advertising pricing models, margins in print advertising, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the print advertising industry in any manner.