Transition to nosedive
Swiss press advertising statistics and Publicitas index fall ever more drastically
Swiss press advertising statistics and Publicitas index fall ever more drasticallyBruno Amstutz The Swiss advertising statistics for September hold no surprises and present themselves as was to be feared: the curves are pointing steeply downwards and losses are reaching new highs.
Positive figures are most likely to be found in French-speaking Switzerland: Magazines in French-speaking Switzerland increased their advertising volume by 7.4 percent, albeit with one more issue than in the same month last year.
Four-color advertisements are also on the upswing in French-speaking Switzerland. In the weekly newspapers, they increased by 17.4 percent, and across all newspapers in French-speaking Switzerland there was an increase of 4.8 percent. Inserts also showed a clear upward trend in some cases. In German-speaking Switzerland, they increased significantly in almost all newspaper categories as well as in magazines. And this is where the positive news ends.
The downward slide in advertising figures is accelerating and becoming a nosedive. Swiss newspapers lost a total of 17.1 percent of their advertising volume. Commercial advertisements plummeted by 13.8 percent and job advertisements by 28 percent.
Once again, the decline in job advertisements hit the weekly newspapers the hardest: the volume fell by a whopping 49.1 percent compared to the same month last year. The weekly newspapers in German-speaking Switzerland delivered the highest figure with a drop of 52.3 percent.
German-speaking Switzerland also performed worst in other areas compared to other parts of the country, reinforcing the picture of the past two months. Swiss-German newspapers lost a total of 15.7 percent in commercial advertising volume and 30.6 percent in job advertisements. In addition to the weekly newspapers, the large Swiss-German daily newspapers with a circulation of over 50,000 copies lost the most ground in the area of job advertisements with a decline of 33.4 percent. In contrast, Swiss-German daily newspapers with a circulation of less than 10,000 copies recorded the most massive loss of 42.3 percent in commercial advertising.
Only telecoms and car companies made gains in September
After nine months, the volume of newspaper advertisements is 6.3% below the previous year's figure. Despite the drastic drop in job advertisements in recent months, the cumulative figure is only 1.6% down on the previous year. The loss in commercial newspaper advertising amounted to 7.7 percent. After the first three quarters, newspapers with circulations of less than 10,000 copies are flying the lowest with a 19.7 percent loss in the commercial sector. The weekly newspapers bring up the rear in the job advertisements segment with a cumulative loss of 21.4 percent.
The Publicitas index of advertising expenditure in the daily press fell by 2.3 points to 130.7 points in September. Hopes for an upward trend in the fall have so far been disappointed. Only the automotive and telecommunications industries invested additional money in advertising campaigns this September.
Publicitas identifies the decline in the activity of recruitment agencies as the main reason for the fall in the job advertisement index. This fell by 9.1 points to 319.3 points. This corresponds to the lowest level since November 2000.
Positive figures are most likely to be found in French-speaking Switzerland: Magazines in French-speaking Switzerland increased their advertising volume by 7.4 percent, albeit with one more issue than in the same month last year.
Four-color advertisements are also on the upswing in French-speaking Switzerland. In the weekly newspapers, they increased by 17.4 percent, and across all newspapers in French-speaking Switzerland there was an increase of 4.8 percent. Inserts also showed a clear upward trend in some cases. In German-speaking Switzerland, they increased significantly in almost all newspaper categories as well as in magazines. And this is where the positive news ends.
The downward slide in advertising figures is accelerating and becoming a nosedive. Swiss newspapers lost a total of 17.1 percent of their advertising volume. Commercial advertisements plummeted by 13.8 percent and job advertisements by 28 percent.
Once again, the decline in job advertisements hit the weekly newspapers the hardest: the volume fell by a whopping 49.1 percent compared to the same month last year. The weekly newspapers in German-speaking Switzerland delivered the highest figure with a drop of 52.3 percent.
German-speaking Switzerland also performed worst in other areas compared to other parts of the country, reinforcing the picture of the past two months. Swiss-German newspapers lost a total of 15.7 percent in commercial advertising volume and 30.6 percent in job advertisements. In addition to the weekly newspapers, the large Swiss-German daily newspapers with a circulation of over 50,000 copies lost the most ground in the area of job advertisements with a decline of 33.4 percent. In contrast, Swiss-German daily newspapers with a circulation of less than 10,000 copies recorded the most massive loss of 42.3 percent in commercial advertising.
Only telecoms and car companies made gains in September
After nine months, the volume of newspaper advertisements is 6.3% below the previous year's figure. Despite the drastic drop in job advertisements in recent months, the cumulative figure is only 1.6% down on the previous year. The loss in commercial newspaper advertising amounted to 7.7 percent. After the first three quarters, newspapers with circulations of less than 10,000 copies are flying the lowest with a 19.7 percent loss in the commercial sector. The weekly newspapers bring up the rear in the job advertisements segment with a cumulative loss of 21.4 percent.
The Publicitas index of advertising expenditure in the daily press fell by 2.3 points to 130.7 points in September. Hopes for an upward trend in the fall have so far been disappointed. Only the automotive and telecommunications industries invested additional money in advertising campaigns this September.
Publicitas identifies the decline in the activity of recruitment agencies as the main reason for the fall in the job advertisement index. This fell by 9.1 points to 319.3 points. This corresponds to the lowest level since November 2000.
