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April 02, 2007

Comments

Paul Durman


Henry,

There is something very different about the UK newspaper market - the number and importance of national newspapers. The IAB data shows internet advertising overtaking NATIONAL newspaper advertising. Regional newspapers is a separate category, and took £2.8 billion of ad revenue. So the internet still lags well behind total newspaper advertising in the UK.

Paul Durman


Henry,

There is something very different about the UK newspaper market - the number and importance of national newspapers. The IAB data shows internet advertising overtaking NATIONAL newspaper advertising. Regional newspapers is a separate category, and took £2.8 billion of ad revenue. So the internet still lags well behind total newspaper advertising in the UK.

Henry Blodget

Paul, Thanks. Excellent input.

wanszezit

Just one question, according to IAB, when online display advertising rose 35%, paid-for search increased by 52% & Online classified advertising also up 45%, the total growth was only 0.2%? How come?

Mark Reen

Henry,

Paul is right upto a point. The other thing worth noting is the ruinously comptetive media buying landscape in the UK and the corresponding pressure for ROI from advertisers.

Search with its immediate feedback and measurability fits the bill excellently. Copy sale data in the UK is far less frequent in the UK than in the USA (a subject increasingly of some debate) - and finally the local footprint of US newsprint protects it somewhat compared to the national distribution in the UK.

The evidence also points towards local newsprint in the UK being far more successful in migrating its revenues online that the national media.

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Claire Homes

Thanks for the information Paul, that was interesting to know. I have been looking into the data that the IAB use. It would be very interesting to find out if mobile ads on the newpapers online websites counts towards the IAB data or the newspapers. There are lots of newspapers that produce digital copies of the papers and have adverts on them.

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