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Print trajectory stable despite digital growth

Print’s share of global ad spend is predicted to remain steady despite digital increasing its share in the global marketplace, according to the latest forecast from GroupM. The trend has been attributed to the high-quality brand environments print presents to advertisers.

The combined share of newspapers and magazines in the global marketplace has been revised from 14 per cent to 13 per cent in 2018 and 12 per cent in 2019. The prediction is despite digital being forecasted to capture 95 per cent of growth in 2018 before jumping to 99 per cent in 2019.

“Like all traditional media, print ambitions generally converge on successful digitisation and better measurement,” the report read.

“They have a powerful message to substantiate: high-quality context is safe, it sells, and any premium more than pays for itself. When an advertiser defines its desired context properly, it should be crystal clear when print is required.

The premium environments have been utilised by Fairfax Media and News Corp Australia in recent years through various sales strategies and brand propositions.

NewsMediaWorks’ latest ADTrust 2018 data shows that Australian consumers perceptions of advertising trust in printed newspapers has increased by 10 per cent from 2017. Ad trust in news websites has improved by 9 per cent.

Global net new advertising is predicted to improve by 4.5 per cent to $US24 billion in 2018, with the investment expected to continue its pattern of growth at 3.9 per cent in 2019.

The prediction is the biggest annual improvement since the 2010 bounce off the back of the global financial crisis.

“We’d like to have better intelligence on the ways investment dollars are flowing to digital,” said Adam Smith, GroupM’s futures director.

“Digital ad revenue is reported either in whole, or by type, principally display and search, but never discriminates between large and small media owners, nor the short and long tail of advertisers who buy with or without agency support,” he said. “While the same concern applies to other media, digital is unique in its long tail being dominated by global vendors. Because digital is mostly walled gardens, a country is doing well if 20 per cent of its digital ad investment is properly categorised.”

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