Flood of new ti­tles

Finweek English Edition - - Advertising & marketing -

THE BOOM in ad­ver­tis­ing ex­pen­di­ture has flowed through to an un­prece­dented in­crease in new ti­tles re­port­ing re­sults to the Au­dit Bureau of Cir­cu­la­tions. Com­ment­ing on the fig­ures for the fi­nal quar­ter of 2006, Star­com MD Gor­don Pat­ter­son notes that

there was a 27% in­crease in ad­spend last year, and that 123 new ti­tles have re­ported ABC data in the past year.

Therein lies a prob­lem. Ad­spend in the print me­dia cat­e­gory grew only 18%, well be­low the av­er­age of me­dia cat­e­gories, which means the medium is be­com­ing in­creas­ingly frag­mented, as more ti­tles fight it out for a slice of the ad­spend cake, which in­ci­den­tally is the slow­est grow­ing slice.

More than half the new ti­tles were mag­a­zines, with news­pa­pers ac­count­ing for a mod­est share. Free dis­tri­bu­tion publi­ca­tions were also a big cat­e­gory.

“De­spite this ac­tiv­ity, the print vi­tal signs are in high care,” says Pat­ter­son. “There’s more print com­pe­ti­tion, and mount­ing pres­sure to dis­count ad­ver­tis­ing rates.”

The big­gest ben­e­fi­ciary of the boom was the television cat­e­gory, which en­joyed a 47% growth in ad­spend.

There’s in­tense com­pe­ti­tion in the con­sumer mag­a­zine cat­e­gory, where 17 new ti­tles were reg­is­tered. One source of growth is in­ter­est in smaller homes and DIY, and only 22% of con­sumer home ti­tles de­clined. But in the male con­sumer mag cat­e­gory, 75% of ti­tles have de­clined in cir­cu­la­tion – a clear sign, says Pat­ter­son, of can­ni­bal­i­sa­tion. Sim­i­larly, in the travel cat­e­gory, where an Afrikaans/English twinned ti­tle ( Weg/Go) has grown 44%, ef­fec­tively redefin­ing the cat­e­gory, while the other three ti­tles ( Get­away, Weg­breek and SA Coun­try Life) have all de­clined.

The women’s gen­eral in­ter­est mag­a­zines, a cat­e­gory com­pris­ing 21 ti­tles, also show a wor­ry­ing trend, says Pat­ter­son, only 29% of ti­tles have grown.

But print vi­tal signs are in high care. Gor­don Pat­ter­son

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.