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Global newspaper industry continues to grow
Editor's note This is a report published by the World Association of Newspapers in late 2000. It describes the development trend of the world newspaper industry and analyzes the status of the newspaper market. However, some of the data mentioned in the article about China’s newspaper industry may be different from the actual situation in China. In order to maintain the integrity of the original text, we still log out according to the data in the original text for the reader’s reference. From the annual survey report of the World Press Federation, it can be seen that in 1999, the sales of newspapers in many countries have shown an upward trend. At the same time, the newspaper advertising revenue has also achieved significant growth. According to the survey report of the Global Press Confederation, the circulation of newspapers in many countries began to grow steadily, and the sharp drop in the circulation in the past 10 years has slowed down, and this change is very significant. Among the surveyed countries, 63% of the countries’ newspapers are growing. Newspaper advertising revenue once again showed a good momentum of growth. Newspapers in many countries are regaining lost market share. Advertising revenues in all newspapers in Europe, North America, and the Asia Pacific region have exceeded the highest point in 1980. On a global scale, compared with 1987, newspaper advertising revenue in 1999 exceeded 18.8%, and in 2000 it is expected to exceed 20%. Newspapers are continuing to use the potential created by electronic media and websites to increase advertising revenue and are maintaining their competitive dominance. The opinion of the industry that the newspaper industry will continue to shrink is no longer a hot topic. At present, the global newspaper industry is in a revival stage and is full of vitality and hope. As the media market is continuously subdivided, the competition in the new media has a clear stimulating effect on the newspaper industry. Therefore, the newspaper industry must not only do a better job in terms of traditional strengths, but also seize the opportunity to develop new media and make use of it. People and financial advantages have gained a more important position in the information dissemination market. At present, the newspaper industry is constantly improving the content and form of newspapers, constantly correcting market and pricing strategies, actively understanding and responding to the needs of advertisers, and more actively accepting new ways of information dissemination represented by the Internet. Since 1987, the Global Press Confederation’s annual report on the global newspaper industry has reflected the development of newspapers in 64 countries. The 2000 survey report showed that newspaper sales in 25 countries grew in 64 countries, and newspaper sales in two countries remained flat. Some countries have continued to grow for two, three or four years in a row. In 1999, the number of newspapers in 22 countries increased, and only 13 countries reduced. In 1996, the number of newspapers in only 14 countries increased, and the number of newspapers in 16 countries declined. In 33 countries, ad revenues grew in 24 countries in 1999, and advertising revenues in only nine countries fell. The number of newspaper websites is growing significantly. The growth rate of newspaper websites in various countries is as follows: Australia: 258%, China: 174%, Italy: 121%, Turkey: 100%, Bulgaria: 75%, Korea: 62%, USA: 28%, Germany: 26%, Netherlands: 25%, Brazil: 14%. People in the industry believe that although people's reading habits have changed to a great extent, the newspapers are still trying to make themselves a publishing platform for news and information. In countries where the number of readers of our newspapers has fallen, the numbers may have misled us in some way. Because, in the developed countries of the Internet, although the sales of newspapers in the paper media may decrease, in most cases, newspapers get more rewards through the way people read on websites. In fact, the amount of reading reflected in some newspapers has grown tremendously, and it is likely to be brought about in two ways: traditional newspaper forms and Internet web site forms. The combination of these two methods greatly strengthened the newspaper's image and improved the reading rate of newspapers. The current development trend of the newspaper industry shows that over the years, the circulation of newspapers in the EU has been falling, and the drop in circulation of global newspapers in 1999 was only 0.1%. This can be almost ignored because it is only 1998. One-fifth of the decline, and one-tenth of the decline in 1997. The number of readers in newspapers in Western Europe actually increased by 1 percentage point last year, and 62.1% of adults in Europe read newspapers every day. In Eastern Europe and Central Europe, the circulation of newspapers has been negative growth over the years, and there has also been a clear shift. The current circulation of newspapers has grown strongly. The Croatian region has increased by 5.1%, Estonia 7.5%, Bulgarian Jiaya 21.4%, Slovenia 21.5%, and Latvia 23.5%. Ukraine has more than doubled to 104.4%. According to the survey report, Russia issued 45 new newspapers in 1999. The circulation of newspapers has increased by 4.4%, and the number of newspapers has reached 2,680, making it the world leader. In the two major economic regions of the world, the circulation of newspapers in the United States continued to decline in 1999. Although the number of declines has fallen by more than half from the previous year, it is still -0.4%. In the industrialized countries, the Japanese newspaper market has greater flexibility. During the overall economic downturn, Japan’s newspaper sales fell by only 0.3% in 1999. Overall, sales have increased by 0.2% in the past five years. Since it is difficult to obtain reliable data in Latin America, the situation is not very clear. Compared with 1995, the circulation of newspapers in Brazil grew steadily in 1999, with a growth rate of 10.6%; Costa Rica grew by 9.4% in 1999; Colombia’s short- and medium-term growth was 2% and 3.7% respectively; Arganyan slipped all the way to -10% and -15.5% respectively. In Asian countries, the circulation of Indian newspapers has declined by 3.6% after a five-year straight increase. However, compared to 1995, there are still as many as 1.73 million readers in the country, and the number of readers has increased by 7.3%. In Southeast Asia, the economic problems caused by the financial crisis are still the main factors that plagued the development of the newspaper industry. However, there are exceptions, such as the country's 1999 newspaper circulation of more than 50 million copies, an increase of 12.7%. In terms of the total number of domestic newspapers issued in various countries, Japan still ranks first with 72.118 million daily newspapers, and India ranks second with 60 million daily sales. The United States has 55.897 million copies. Its sales volume ranked third, China ranked fourth, daily sales were 50 million, and Germany was 24.565 million, ranking fifth. Norwegians and Japanese are still the world’s largest newspaper buying group. 583 people and 574 people buy newspapers per 1,000 people every day. In Finland, 542 people buy newspapers, ranking third, and every 1,000 people in Sweden. Among the 420 people who bought newspapers, ranking fourth, Switzerland has 376 out of every 1,000 people, ranking fifth. The proportion of adult readers in the number of newspapers Finland ranks first in the world, reaching 91%, Swedish adult readers 88%, Switzerland 84%, Norway 81%, Japan 80%. The difference in readership among countries is much lower than the difference in newspaper circulation per 1,000 people. In Estonia, there are only 189 newspapers distributed per 1,000 people, but 75% read a newspaper every day. The proportion of readers in German newspapers reached 78%, Austria 76%, Luxembourg 69%, Netherlands 67%. The proportion of readers who read newspapers every day in Western Europe reached 62.1%. Globally (at least in the survey report), the number of male and female readers is different. The ratio of male readers to female readers in Costa Rica is very close, at 96% and 95%, respectively. According to the statistics of daily newspaper readers, the percentage of readers in Finland is 93% for men and 90% for women; 89% and 88% for Sweden; 84% and 79% for Norway and 76% and 70% for Denmark. If readers are divided by age, the survey results show that young readers are a worthwhile group. Young people are the most active consumer groups in the newspapers, particularly in Finland, Turkey and Norway. Young readers account for 91%, 79% and 75%, respectively. In other countries, 88.6% of Australians aged 18-24 are at least one newspaper per week, and 67% of Chilean, aged 15-19, read daily; in Italy The percentage of young people aged 18-24 who read newspapers is 42%, which is almost 3% higher than the percentage of adult readers. In Japan, despite a slight decline in the circulation of newspapers, the percentage of Japanese readers aged 20-29 still increased by 3.7 percentage points to 88.4%, which is 8 percentage points higher than the proportion of readers in Japan as a whole. Of the 33 countries that could obtain comparable data, there were actual increases in newspaper advertising revenues in 24 countries in 1999, and advertising revenues in only nine countries fell. In the European Union, advertising revenues in 12 of the 13 countries that have obtained data have actually increased in 1999, with Greece increasing by 38.7% and Austria increasing by 17.8%. Although somewhat worse than Europe, the U.S. newspaper industry still performed strongly. Last year, newspaper advertising revenue grew by 3.2%, an increase of 17.5% over the past five years. In 1999, the fastest-growing US domestic newspaper advertising revenue increased by 17.7%, classified advertising revenue increased by 4.3%, and consumer goods advertising revenue increased by 2.8%. Japan’s newspaper industry still suffers from the impact of the economic recession. Newspaper advertising revenue dropped by 6.6% last year. In addition to the above countries, the most surprising is Thailand. After experiencing a steep drop of 34% in advertising revenue in 1998, newspaper advertising revenue in Thailand increased by 58.9% in 1999. South Korea increased by 34%; Indonesia increased by 3.8%. The U.S., Europe, and Japan’s advertising spending in newspapers were: U.S.$46.289 billion, Europe’s U.S.$220.61 billion, and Japan’s U.S.$6.552 billion. In 2000, 22 countries had an increase in the share of newspaper advertisements in the national advertising market: Australia, Austria, Canada, Chile, Colombia, Estonia, Finland, Greece, Iceland, Ireland, Mexico, New Zealand, Norway, Peru. , Philippines, Portugal, Puerto Rico, Singapore, South Korea, Thailand, Turkey, and the United Kingdom. Newspaper advertising revenue in 8 countries accounted for 50% or more of the total revenue of the country's advertising market, but the market share of newspaper advertising revenue in Denmark, Finland, Sweden, and Switzerland declined from 1995.