The global newspaper advertising market size was valued at USD 25.2 billion in 2020 and is expected to expand at a CAGR of -3.6% from 2021 to 2028. Newspapers have been gradually losing customers for years. This caused more than 300 newspapers to close their doors for good in 2020. However, rising consumers' inclination towards free or a more affordable substitute like online publication over the last few years is restraining market growth. Moreover, increasing subscriptions of digital newspapers are hindering market growth over the forecast period. For an instant, The New York Times has reported that nearly 39 percent of subscribers have subscribed for the digital newspaper.
In addition to this, newspaper circulation decline in recent years across the globe is the major factor that restrains market growth. Furthermore, the growing investment in print advertising by industry verticals to build trust and nurture relationships with existing customers is accelerating market growth. Newspaper advertising is gaining popularity in the advertising world because it creates brand awareness and also compliments the brand’s advertising campaigns on other channels, which is anticipated to propel market growth. However, the rapid increase in digitalization of media, and people having shifted from print to electronic channels is hindering market growth. In addition, intense competition among the vendors of the print advertising business is restraining market growth.
Moreover, increasing demand for creative and interactive print advertising is expected to drive market growth. Additionally, Advancement in printing technology such as augmented printing and technological development in paper manufacturing has led to a significant increase in market growth. However, the rising penetration rate of smartphones and affordable internet is accelerating online media platforms have led to restraint market growth. However, strict government regulations regarding newspaper advertising will continue to hinder market growth. The COVID-19 epidemic has negatively affected the newspaper advertising business. In response to the pandemic, governments around the world implemented several measures to try to contain the virus, such as quarantines, shutdowns, travel bans and restrictions, and work-from-home orders. Moreover, the pandemic and subsequent slow economy impacted several core newspaper advertisers such as promoting community events, retail, and movies. These categories cut back on their marketing budgets, accelerating declines in advertising revenue.
The daily newspaper segment dominated the market and accounted for the largest revenue share of around 65.0% in 2020. The segment is expected to witness a CAGR of -3.8% from 2021 to 2028. The growing transformation from the print newspaper to the digital newspaper is restraining market growth. However, the daily newspaper circulation is gradually declining, which is expected to hinder segment growth. Furthermore, technological advancements like augmented reality and virtual reality are making print advertising more visceral and engaging.
The weekly newspaper segment is expected to witness a CAGR of -2.8% from 2021 to 2028. The newspaper industry has been in steady decline triggered by shrinking readership across the globe owing to rising cost, waning credibility, and the emergence of social media and other platforms. However, weekly newspaper circulation has declined in recent years due to the rising subscriptions of digital newspapers across the globe is hindering market growth.
The automotive segment dominated the market and accounted for the largest revenue share of over 15.0% in 2020. The rising spending on print advertising by the automotive industry to promote their vehicles and to build brand awareness is accelerating market growth. Moreover, the increasing popularity of newspaper advertising for automotive marketing due to the high conversion rate of the ads is further accelerating market growth. Furthermore, the rising adoption of digital newspaper by the automotive brands for promoting their new launch and newly featured products around the globe is hindering market growth.
The FMCG segment of the newspaper advertising market is expected to register the fastest CAGR of -2.2% from 2021 to 2028. The rising adoption of newspaper advertising by various FMCG companies to bring awareness about the product and to build trust and credibility among the consumers is accelerating market growth. However, the increasing acceptance of digital advertising from the consumer is anticipated to decline market growth.
Asia Pacific dominated the market and accounted for the largest revenue share of 35.0% in 2020. The segment is expected to expand at a CAGR of -2.7% from 2021 to 2028. The increasing investment in online video advertising by the various industry vertical is hindering market growth. The increasing urbanization and rising awareness about the branding of a particular product through various advertising tool is restraining the market growth. This can be credited to the increased spending on newspaper advertising in emerging countries like China, India, and Japan due to the huge consumer base. Moreover, India has a steady growth in the print newspaper industry as compared to other countries which in turn is likely to support the regional demand.
Europe is the second-fastest-growing market and is expected to witness a CAGR of -3.2% from 2021 to 2028. The increasing popularity and acceptance of newspaper advertising among the various industry verticals is boosting the market over the last few years. Moreover, a huge population of subscribers to print newspapers in the European region is propelling the market growth. For instant, according to the Audit Bureau of Circulations in November 2019, The Sun newspaper sold about 1.2 million copies in the U.K.
The market is characterized by the presence of various established market players of newspaper advertising across the globe. Some of them are Gannett Co. Inc., Nine Entertainment Co., Schibsted Media Group, and The New York Times coupled with numerous small and medium players as well. Companies are focusing on launching new functions to meet consumers’ expectations by offering a trending print advertisement type. Moreover, vendors are expanding their reach across the globe with an innovative business model. Some of the prominent players in the newspaper advertising market include:
|
Report Attribute |
Details |
|
Market size value in 2021 |
USD 24.9 billion |
|
Revenue forecast in 2028 |
USD 19.3 billion |
|
Growth Rate |
CAGR of -3.6% from 2021 to 2028 |
|
Base year for estimation |
2020 |
|
Historical data |
2017 - 2019 |
|
Forecast period |
2021 - 2028 |
|
Quantitative units |
Revenue in USD million and CAGR from 2021 to 2028 |
|
Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
|
Segments covered |
Type, industry vertical, region |
|
Regional scope |
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa |
|
Country scope |
U.S.; Germany; U.K.; France; China; India; Japan; Brazil; South Africa |
|
Key companies profiled |
Gannett Co. Inc.; Nine Entertainment Co.; Schibsted Media Group; The New York Times; Axel Springer SE; Daily Mail and General Trust; Gruppo Editoriale L'Espresso; Johnston Press |
|
Customization scope |
Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional, and segment scope. |
This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2028. For the purpose of this study, Million Insights has segmented the global newspaper advertising market report on the basis of type, industry vertical, and region:
Sign up today.
Call us at +1-408-610-2300 to speak with a
representative.
All Reports
