The competitive situation of the media has intensified markedly over the past years. Where once one advertising medium dominated the scene - usually the local newspaper - there exists today a multitude of competitors. The battle for a piece of the no longer opulent advertising cake has been raging for quite some time already.
Parallel to this development is the increasing focus by advertisers and agencies on the effectiveness of the money invested in various media. The famous saying, "50 percent of advertising is money wasted, I just don't know which 50 percent," is no longer valid in a period of time in which detailed studies of the market can be applied.
Newspapers are still the No. 1 advertising medium in Germany. With approximately DM11 billion invested in advertising and a 30 percent share of the market, newspapers are in the lead, far ahead of television and other advertising media. In addition, newspaper distribution sales total DM7 billion.
Meanwhile, the market situation in the rest of Europe is completely different. Whereas in the Scandinavian countries (Norway, Sweden, Finland) the position of the newspapers is unchallenged, the southern countries (Spain, Portugal, Italy) are dominated by television. In North America, newspapers are, ironically, strengthening national influences as television audiences fragment.
Which advantages do newspapers have to tip the scales in the battle for advertising budgets and for the time budget of today's readers? Does the efficiency of newspaper advertising have to do with quality or quantity? Which arguments reach the ears of the decision-makers? The following article attempts to shed some light onto these questions.
competition in media advertising rises...
Parallel to this development is the increasing focus by advertisers and agencies on the effectiveness of the money invested in various media. The famous saying, "50 percent of advertising is money wasted, I just don't know which 50 percent," is no longer valid in a period of time in which detailed studies of the market can be applied.
Newspapers are still the No. 1 advertising medium in Germany. With approximately DM11 billion invested in advertising and a 30 percent share of the market, newspapers are in the lead, far ahead of television and other advertising media. In addition, newspaper distribution sales total DM7 billion.
Meanwhile, the market situation in the rest of Europe is completely different. Whereas in the Scandinavian countries (Norway, Sweden, Finland) the position of the newspapers is unchallenged, the southern countries (Spain, Portugal, Italy) are dominated by television. In North America, newspapers are, ironically, strengthening national influences as television audiences fragment.
Which advantages do newspapers have to tip the scales in the battle for advertising budgets and for the time budget of today's readers? Does the efficiency of newspaper advertising have to do with quality or quantity? Which arguments reach the ears of the decision-makers? The following article attempts to shed some light onto these questions.
competition in media advertising rises...
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