Advertisers Moving to Internet

Print Ads Thing of the Past?

Print Ads to Disappear?

Revenue from advertising in print media has decreased by two-thirds in the last nine years, while internet advertising has increased elevenfold. Consequently, newspaper publishers are trying to coax their readers into paying for online publications, simultaneously closing free access to some articles. “Since 2005 the circulation of press has declined by about 500 million copies per year. In 2005, advertising in the press amounted to 30%; advertising on the internet amounted to a paltry 2%. Today, advertising in the press equals 10% whilst advertising on the internet equals 23%,” points out Maciej Hoffman, General Director of the Polish Chamber of Press Publishers. For advertisers, the decrease in circulation means growing ‘reach costs’, i.e. the amount they have to pay for a particular advertisement to be seen by a single reader. This has amounted to a drop in press competitiveness, which consequently leads to fewer ads and lower income from advertisers. Maciej Hoffman told Newseria Biznes that readers will always choose the place where they can get something for free, and this negatively affects the press business. He points out that “readers have to get used to paying instead of using illegal content.” Readership research, conducted for the Polish Chamber of Press Publishers by Millward Brown, shows an increasing number of readers (24.8%) willing to pay for articles from newspapers and magazines that are available online. This applies particularly to professional, technical and scientific texts, advice, economic analyses and certain forms of entertainment, often useful during decision-making processes in personal and professional development, learning new social skills or cultural competencies. However, respondents are not willing to pay for political commentaries, crime news, gossip and celebrity news.

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