Declining Fortunes of Newspaper Advertising
Iranian businesses are spending less money on newspaper adverts, a survey by dnaunion subsidiary emrc shows.
According to the gathered data, the number and value of ads published by Iranian newspapers declined respectively 36% and 38% year-on-year during the nine months to December 22. To gather the data, ads published by 20 papers were reviewed by the emrc.
With the penetration rate of digital platforms soaring a more people have turned to online services for news and entertainment. This has taken a harsh toll on the print media. The number of newspaper and magazine readers is declining and the outlets’ reach is shrinking. Following the change in public preference, newspapers and magazines have fallen from grace with advertisers as well.
Despite the general trend, the number of ads about health and beauty product, food and beverages have respectively increased by 59% and 87% year-on-year.
The number of printed ads about clothes and accessories, computers and electronic devices, and home appliances have nosedived compared to a year earlier. The survey found that almost no ads about home appliances were printed during the nine-month period.
Three papers were hardest hit by the new trend, namely Asia News, Hamshahri, and Asre-Eghtesad. The number of ads published by these papers respectively declined 79%, 82%, and 83%.
The variety of ads published by Asia News has also narrowed. During the nine-month period, 86% of the ads published in the newspaper were about foods and beverages, along with services.
In the nine months, the number of ads published by Hamshahri plummeted 82% compared to a year earlier. The paper printed zero ads about health products, sports, and clothes and accessories in the period. Ads about services in general and financial services used to account for 65% of ads published by Hamshahri. The share has dropped to 38%.
The number of ads published by Asre-Eghtesad declined by 83% year-over-year during the period. Financial services along with computer and electronic devices dominated the ads published by the paper.
Due to economic headwinds, Iran is facing and the soaring price of paper several magazines went out of print over the past few months. The gathered data show the number and value of ads published by Iranian magazines plunged respectively 49% and 58% year-on-year during the nine months to December 22.
The number of ads published by Iranian magazines in all categories has declined sharply. But the share of some categories has increase, namely services, computers and electronic devices, foods and beverages, communication services, and financial services.
Three Iranian magazines observed the sharpest decline in the number of ads published, namely Khodro-e-Mrooz, Khanevade Sabz, and Film. The number of ads published by the magazines respectively declined 60%, 56%, and 69% year-on-year during the nine months.
The only magazine that observed a surge in the number of ads was Ashpaz Bashi. The number of ads published by the magazine increased by 14% compared to a year earlier. The share of foods and beverages ads published by the magazine jumped from 28% to 53%.
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