Newspapers Remain the Leading Medium for Advertising

Newspapers Remain the Leading Medium for Advertising

Newspapers have retained their position as the number one advertising medium in New Zealand.

Total newspaper advertising turnover in 2010 was $627 million, 3.3pc more than the second largest advertising category, television, which had sales of $607 million.

“Newspapers’ status as the largest driver of advertising turnover reflects the enduring power of the print medium,” Newspaper Publishers’ Association president Michael Muir said.

“That is a strong position to be in.

“Newspapers have a vital and continuing role in driving brand and retail and the figures show the market recognises this value.

“Print titles are particularly strong in the key categories of national and retail advertising

“That leading position is also reflected in newspapers being seen by New Zealanders as the most trusted information source. And when people decide where to buy and what to buy more consumers use newspapers for that decision making process than any other medium, which is why our National and Retail advertising remains so strong.

“Circulation and readership is generally stable and when you add newspapers’ online audiences, the reach is greater than ever, providing compelling audiences for the promotion of goods and services.

“Our newspaper brands also dominate the online space.”

Mr Muir said that while the economy was still flat and advertising had been hit by the Christchurch earthquake, the first two months of 2011 were tracking slightly ahead of the same period last year.

ENDS

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