Lossy start to the new year
Advertising in the print media declined in January
Advertising in the print media declined in JanuaryThe flattening of advertising growth in the Swiss print media, which had already caused concern about future developments at the end of the year, continued in January. Overall, newspapers lost 2.6 percent of their commercial advertising compared to the same month last year. The overall result was only positive at 3.8 percent thanks to a still steep increase in job advertisements of 21.4 percent.As in the previous months, weekly newspapers were the welcome exception, as they were the only print category to record a hefty growth rate of 17 percent. And, with the exception of Ticino, with the same number of issues as in the previous year. If you add to this the impressive 106.2 percent growth in jobs, which is exclusively attributable to German-speaking Switzerland, you get top growth of 20.8 percent for the weekly titles.
Nevertheless, this was a ray of hope that also brightened up January somewhat for the other newspapers: Multicolored advertisements and supplements grew at double-digit rates for them, which had a positive impact on the financial result.
Agricultural press
continues to struggle
Magazines went in the other direction in this respect. Not only did they lose advertising volume by a hefty 7.2 percent. At the same time, multicolored ads also fell by 5.6 percent. The agricultural press again suffered a loss of 18.1 percent, a category that also reported only negative developments last year. However, fewer issues were published in January 2001 than in the previous year.
The Publicitas index of advertising expenditure in the daily press, which also includes job advertisements, paints a somewhat more optimistic picture of developments in January. Despite a lull in commercial advertising, it rose by a striking 0.7 points. However, this also reflects the rate increases of some important newspapers as of January 1, 2001, a circumstance that is not taken into account in the area statistics of the Swiss Press Association.
Daniel Schifferle
Nevertheless, this was a ray of hope that also brightened up January somewhat for the other newspapers: Multicolored advertisements and supplements grew at double-digit rates for them, which had a positive impact on the financial result.
Agricultural press
continues to struggle
Magazines went in the other direction in this respect. Not only did they lose advertising volume by a hefty 7.2 percent. At the same time, multicolored ads also fell by 5.6 percent. The agricultural press again suffered a loss of 18.1 percent, a category that also reported only negative developments last year. However, fewer issues were published in January 2001 than in the previous year.
The Publicitas index of advertising expenditure in the daily press, which also includes job advertisements, paints a somewhat more optimistic picture of developments in January. Despite a lull in commercial advertising, it rose by a striking 0.7 points. However, this also reflects the rate increases of some important newspapers as of January 1, 2001, a circumstance that is not taken into account in the area statistics of the Swiss Press Association.
Daniel Schifferle
