Advertising Market: Advertising Papers slight fall in sales

Net advertising revenue is about 2,8 percent to 2,001 billion euros

The indication sheets in Germany reported in fiscal year 2012 in net advertising revenues a slight decrease of 2,8 percent. The decline in sales resulted from various market developments. This was announced by the Federal Association of German Advertising Papers eV (BVDA) in advance of its spring meeting 17. and 18. April 2013 in Berlin.

Following the successful financial years 2010 and 2011 succeeds Germany's weekly with 2,001 billion euros to keep the net advertising revenue relatively stable. With a decrease of EUR 58,5 million, the display leaves the third largest advertising medium in Germany remain behind the television and the newspapers.

The BVDA reports 1.435 advertising paper titles with a total weekly circulation of 94,0 million copies (as of January 1, 2013). Compared to the previous year, the frequency of publication is almost unchanged, mainly in the middle of the week and at the weekend. Around two thirds (63,0%) of all advertising papers appear on Wednesdays and Thursdays (898 titles), around one third (35,4%) appear at the weekend (508 titles).

BVDA Managing Director Dr. Jörg Eggers justified the slight decline in sales with various market developments: The concentration process among chain stores and major customers is progressing steadily; in the area of ​​inserts and brochures there was strong pressure on prices last year, especially in East Germany this tendency often led to poorer results for the publishers. At the same time, however, there was stable and sometimes even growing business with local customers.

Some major customers also tried new ways in marketing; part of the decline in sales is probably also a consequence of the fact that some budgets have been shifted to direct distribution. "Depending on the local competitive situation, there have been different regional developments. Over a five-year period, one can certainly state a stable sideways development in a demanding market environment," says Eggers.

Source: Berlin [ BVDA ]