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Panpa Bulletin : February 2006
February 2006 PANPA BULLETIN | 35 TRACKER We have talked before in the Bulletin Tracker about the seeming predilection of newspaper publishers to hide their light under the proverbial bushel. And now our good friends at BDA Marketing and Planning have prepared some analysis to confirm just how costly that habit has been to the industry. CEASA recently updated their advertising expenditure database and Roy Morgan single source continue to track consumer usage of all main media. By combining the two we can get a clear picture of how share of advertising expenditure compares with usage. And it's not a very pretty picture: Both Commercial Television and Commercial Radio have managed to extract a much higher share of main media adspend compared to the usage trend. Opinions will vary as to why this should be but the presence of aggressive promotional bodies for both medium may be at least part of the explaination. The print media on the other hand look decidedly sick on this same measure. In both cases share of advertising spend tracks all too closely the declining per capita usage. Look again at the television and radio charts -- the per capita usage in both cases is also declining so it's not the case that our electronic colleagues are somehow taking advantage of a more positive usage pattern. Whatever the reason it's hard to dispute the conclusion that electronic media are extracting a bigger share of the pie than they should be entitled to. On a more positive note publishers should be congratulating themselves for encouraging strong growth in display advertising to compensate for the ongoing decline in classifieds and the more recent turndown in retail activity (the latter resulting from the dramatic decline in 'personal consumption' to use the economic explanation): Readership trends for newspaper publishers Time to beat the drum