全球平面廣告行業(yè)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6

INDUSTRIES

&

MARKETSPrint

Advertising:

market

data&

analysisMarket

Insights

reportMarch2024MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

webinterface,download(XLS,

PDF,PPT),or

reports.Benefitfromour48-hourcustomerservice

guarantee.?

10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology?

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics?

KPIs,

e.g.,

revenue,marketshares,prices,andvolume?

Features:Compare

countries®ions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Usecases:

sales

planning,

investment

decision

support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Print

Advertising

market

ispartof

the

Advertisingmarket.10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:AdvertisingGoto

Advertisingmarket3Table

of

ContentsOverviewAppendixSummary678Product

OverviewAuthor3031MarketDefinitionKeyTakeawaysMarket

NumbersPrintAdSpending101316192327AverageAdSpendingperReaderNumberofReadersMagazineAdSpendingNewspaperAdSpendingDeepDives4CHAPTER

1OverviewIntoday's

digital

age,

Print

Advertising

worldwide

faces

decline

as

businessesprioritize

online

platformsOverview:

SummarySummaryThePrintAdvertising

market

Worldwide

hasbeen

experiencing

significantchangesand

developments

inrecent

years.

Intoday'sdigitalage,

customerpreferences

haveshiftedtowards

onlineplatforms

foradvertising.

Withtheincreasing

popularityof

social

media

and

digitalmarketing,

businesses

arefindingitmore

efficient

toadvertise

theirproducts

and

services

online.

Thishasresultedinadecline

inprintadvertising.vitalrole

inreaching

consumers

whohavelimited

access

to

theinternet

or

preferprintmedia.Thedecline

inthePrintAdvertising

market

Worldwide

canbeattributedtoseveralunderlying

macroeconomic

factors.

Theglobal

economic

slowdown

hasledbusinesses

tocutcostsand

allocate

theiradvertising

budgetstowards

more

cost-effective

digital

channels.

Furthermore,

theincreasing

availability

and

affordabilityof

smartphones

and

internet

access

haveresulted

inashiftinconsumer

behaviortowards

digitalconsumption.

Inconclusion,

thePrintAdvertising

market

inWorldwide

isexperiencing

adecline

dueto

changingcustomer

preferences,

therise

ofdigitalmarketing,

and

underlying

macroeconomic

factors.

However,

itisimportant

to

note

thatprintadvertising

stillholdsvalueincertain

segments

andregions,

particularly

among

older

demographics

andinemerging

economies.

Asthedigitallandscapecontinuestoevolve,

itwill

becrucial

forbusinesses

toadapttheiradvertising

strategies

to

meet

thechangingneedsandpreferences

of

theirtarget

audiences.Despite

theoverall

decline,

thePrintAdvertising

market

Worldwide

stillholdssome

valueforcertain

industriesandtargetaudiences.

Printadvertisementscontinuetobepopularfornichepublicationsandlocal

newspapers

stillattractadvertisers

who

want

to

reach

specific

regional

or

demographic

audiences.Local

special

circumstances:

ThePrintAdvertising

market

Worldwide

is

diverseandvariesgreatly

from

countrytocountry.

Indeveloped

countries,

suchastheUnitedStatesandWestern

European

nations,printadvertising

haswitnessed

asignificantdecline

duetothewidespread

adoption

ofdigitalplatforms.

However,inemerging

economies

anddeveloping

countries,

printadvertising

still

playsa6Sources:Market

Insights

2024Print

Advertising

utilizes

physically

printed

media

like

newspapers

andmagazines

to

reach

audiencesOverview:

Market

DefinitionMarket

definitionPrintAdvertising

isaform

ofadvertising

thatusesphysically

printedmedia

toreach

amass

audience.

Adsare

publishedinhardcopy,forexample

innewspapers

andcommercial

magazines.PrintAdvertising

comprises

advertising

revenues

from

consumer-focusedmagazines

only.

Trade-focused

magazines

are

notincludedinthissection.TheNewspaper

Advertising

section

comprises

advertising

revenues

fromnewspapers

only.

Daily

and

weekly

newspapers,

aswell

asfree

dailynewspapers,areincluded.

Thecontent

inthismarket

refers

tonon-digitalrevenues

only.Additionalinformation:PrintAdvertising

comprises

advertising

spending,users,

and

average

revenue

peruser.

Themarket

only

displaysB2B

spending.

Figures

arebased

onadvertisingspendingandexclude

agency

commissions,

rebates,

production

costs,andtaxes.Formore

information

on

the

datadisplayed,usetheinfobuttonrightnexttotheboxes.7Sources:Market

Insights

2024Print

Advertising

accounted

for

4.27%

of

the

Advertising

market

revenue

in

2024Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeAdspending

inthePrintAdvertising

market

isprojected

to

reach

US$46.23bn

in2024.Thismarket

includes:Thismarket

excludes:Thelargest

market

isNewspaper

Advertising

with

amarket

volume

ofUS$33.35bnin2024.?Magazineadvertising

(consumer-?Digitalmagazine

advertisingfocused

magazinesonly)?Digitalnewspaper

advertising?Event-andpromotion-related

mediaInglobalcomparison,

most

adspending

will

begenerated

in

theUnitedStates(US$10bn

in2024).?Newspaper

advertising

(dailyandweekly

newspapers,

aswell

as

freedailynewspapers)InthePrintAdvertising

market,

thenumber

ofreaders

is

expected

toamountto1.9bn

readers

by2028.Theaverage

adspendingper

reader

intheNewspaper

Advertising

market

isprojected

to

beUS$26.82

in2024.8Sources:Market

Insights

2024CHAPTER

2Market

NumbersPrint

Advertising

ad

spendings

are

estimated

to

decrease

at

a

CAGR(1)

of

-6.3%from2017

to

2028Market

Size:

GlobalPrint

Advertising

market:

Advertising

spending

forecast

inbillionUS$74.2570.1420.9866.3019.64-6.3%(1)22.4155.3916.2853.4215.5050.8214.5748.5913.7346.2312.8843.7011.9841.2911.0838.8110.1836.359.2951.84201749.16201846.66201939.11202037.92202136.25202234.86202333.35202431.72202530.21202628.63202727.062028Newspaper

AdvertisingMagazine

Advertising10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

ad

spending

of

US$

15.4

billion,

Asia

is

the

biggest

market

among

selectedregions

in

2024Market

Size:

Regional

Comparison

(1/2)Print

Advertising

market:

Advertising

spending

forecast

inbillionUS$-3.2%(1)15.39-9.6%(1)14.09-5.6%(1)13.5213.5110.749.39-2.4%(1)-10.0%(1)0.8420242.392.170.55202420282024202820242028202420282028EuropeAfricaAmericasAsiaAustralia&Oceania11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Among

the

selected

countries,

the

United

States

leads

in

Print

Advertising

for2028,

totaling

US$

6.4billionMarket

Size:

Regional

Comparison

(2/2)Print

Advertising

market:

Advertising

spending

forecast

inbillionUS$-11.3%(1)10.366.41-3.6%(1)-18.7%(1)1.33-8.2%(1)-11.2%(1)1.062.972.561.411.000.580.662024202820242028202420282024202820242028ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Print

Advertising

average

ad

spendings

per

reader

are

estimated

to

decreasefrom2017

to

2028Market

Size:

GlobalPrint

Advertising

market:

Averageadspending

perreaderforecast

inUS$3532.4931.5827.4130.8926.9731.0727.3030.6327.3229.9426.5130.1427.1329.5326.8228.9826.5728.5826.5230

28.0228.0426.3327.4526.1425201510515.9115.29201814.77201914.68202013.92202114.04202213.56202313.04202412.54202512.05202611.50202710.91202802017Magazine

AdvertisingNewspaper

AdvertisingTotal13Sources:Market

Insights

2024Australia

&

Oceania

has

the

highest

value

in

Print

Advertising

average

adspending

per

reader

in

2028Market

Size:

Regional

Comparison

(1/2)Print

Advertising

market:

Averageadspending

perreaderforecast

inUS$100

93.3388.36908070605040302010084.3681.5181.0679.3065.0950.9079.2878.6277.1075.2373.1370.6468.4451.2366.4050.6564.5950.2861.9450.2362.5956.4061.5654.1259.9354.0358.3454.0856.8854.4955.0454.9255.4252.8917.5613.3817.2617.0717.3516.8917.2117.3517.2217.1817.2517.2417.2314.4313.8413.8413.1813.1713.6713.5813.4213.4413.4413.452017201820192020Africa2021Asia2022Europe202320242025202620272028AmericasAustralia&Oceania14Sources:Market

Insights

2024With

average

ad

spending

per

reader

of

US$

137.6,

the

United

States

is

thebiggest

market

amongselected

countries

in

2024Market

Size:

Regional

Comparison

(2/2)Print

Advertising

market:

Averageadspending

perreaderforecast

inUS$148.0113.3144.215010050141.4100.5138.9137.9137.0137.6135.0135.4132.7130.2128.4106.395.891.990.589.076.664.352.777.355.674.564.553.775.155.673.165.155.373.759.473.455.671.665.671.155.672.055.370.366.270.656.058.156.68.98.17.46.76.05.35.04.54.03.63.02.40201720182019202020212022202320242025202620272028ChinaUnitedKingdomFranceGermanyUnitedStates15Sources:Market

Insights

2024The

readership

for

both

magazines

and

newspapers

is

projected

to

declinebetween

2017

and2028Market

Size:

GlobalPrint

Advertising

market:

forecasted

readersinbillion3.5

3.303.203.103.02.52.01.51.00.50.02.502.502.402.302.202.102.102.001.901.851.411.791.371.731.331.431.111.431.111.331.041.291.011.240.991.190.951.140.921.090.891.040.85201720182019202020212022202320242025202620272028Magazine

AdvertisingNewspaper

AdvertisingTotal16Sources:Market

Insights

2024In2028,

Asia

dominates

the

Print

Advertising

market

in

terms

of

reachingreadersMarket

Size:

Regional

Comparison

(1/2)Print

Advertising

market:

forecasted

readersinbillion3.002.932.843.02.52.01.51.00.50.02.402.372.282.212.172.102.031.960.511.900.471.000.950.960.900.920.860.750.700.460.740.690.460.630.640.630.600.610.570.570.540.420.540.500.410.550.040.550.540.470.430.430.030.400.390.450.030.440.030.040.040.030.030.020.020.020.02201720182019202020212022202320242025Asia202620272028Australia&OceaniaAfricaAmericasEurope17Sources:Market

Insights

2024China

exhibits

the

largest

market

amongselected

countries

in

2024,

with

areadership

reaching

0.72

billionMarket

Size:

Regional

Comparison

(2/2)Print

Advertising

market:

forecasted

readersinbillion1.071.11.00.90.80.70.60.50.40.30.20.10.01.031.000.900.860.790.740.200.720.180.690.160.660.140.630.120.600.110.370.350.320.270.250.220.080.050.140.090.090.130.090.090.130.080.080.110.060.060.100.060.060.080.050.050.080.050.050.070.040.040.070.040.060.050.030.040.030.030.050.04201720182019202020212022202320242025202620272028FranceUnitedKingdomGermanyUnitedStatesChina18Sources:Market

Insights

2024In2028,

Americas

tops

the

list

of

selected

regions

in

Magazine

Advertising,

witha

total

of

US$3.9

billionMarket

Size:

Regional

Comparison

(1/2)Magazine

Advertising

market:

Advertising

spending

forecast

inbillionUS$22.40.421.00.40.419.60.43.50.43.9-7.7%(1)0.33.716.33.00.30.315.52.90.30.314.62.70.30.313.72.66.10.20.312.92.55.80.20.312.02.35.50.20.311.12.20.20.310.2

0.20.39.30.24.64.54.34.12.13.33.91.90.33.73.511.610.73.19.98.27.67.16.56.05.54.94.43.9201720182019202020212022202320242025202620272028AmericasEuropeAsiaAfricaAustralia&Oceania19

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Among

the

selected

countries,

the

United

States

leads

in

Magazine

Advertisingfor

2028,

totaling

US$

3.4

billionMarket

Size:

Regional

Comparison

(2/2)Magazine

Advertising

market:

Advertising

spending

forecast

inbillionUS$13.812.71.00.60.70.90.50.60.911.70.90.40.60.8-9.5%(1)1.19.70.40.49.00.30.48.4

0.30.40.7

0.77.7

0.30.7

0.77.10.20.7

0.70.40.66.50.25.90.50.6

0.40.60.20.30.50.20.30.65.20.50.6

0.30.54.60.10.43.4202810.69.79.00.30.57.56.96.35.80.45.34.84.33.920172018201920202021202220232024202520262027UnitedStatesFranceGermanyUnitedKingdomChina20

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

the

Americas

stands

out

among

select

countries,

leading

in

Magazineaverage

adspending

per

readerwith

US$36.6Market

Size:

Regional

Comparison

(1/2)Magazine

Advertising

market:

Averagead

spending

perreaderforecast

inUS$42.8032.9923.344540353025201510541.3532.3840.8531.8822.7140.0631.9538.4131.2638.4832.3437.5532.2636.3031.7835.1033.8130.6530.3032.3422.0931.2222.5730.7822.3329.7521.8224.5223.2422.9122.8922.5522.155.282.565.132.545.132.395.462.624.892.444.882.534.802.554.642.554.512.514.392.494.242.474.092.45020172018201920202021Asia2022202320242025202620272028AfricaEuropeAustralia&OceaniaAmericas21Sources:Market

Insights

2024Interms

of

average

ad

spending

per

reader,

the

United

States

leads

the

packamong

selected

countries

in

2024

with

US$

94.9Market

Size:

Regional

Comparison

(2/2)Magazine

Advertising

market:

Averagead

spending

perreaderforecast

inUS$120102.1099.4097.4095.9594.3842.9494.9242.4293.9093.2610080604020092.1290.7441.9789.8941.7988.4845.7143.6626.7242.7526.5242.0629.9229.2341.7330.6429.9841.3831.6040.9632.8440.7330.3229.3529.0828.2529.3828.6326.4124.9726.7425.3326.5225.4030.9332.0924.862.0124.881.871.741.601.471.371.341.271.1920251.101.000.9020172018201920202021202220232024202620272028ChinaGermanyUnited

KingdomFranceUnitedStates22Sources:Market

Insights

2024Over

the

period

from

2017

to

2028,

Newspaper

Advertising

expenditure

isexpected

to

decrease,

with

a

CAGR(1)

of

-5.7%Market

Size:

Regional

Comparison

(1/2)NewspaperAdvertising

market:

Advertising

spending

forecast

inbillionUS$51.949.22.61.32.746.72.61.2-5.7%(1)1.139.12.515.137.92.414.00.836.32.30.834.92.213.00.733.42.10.731.72.00.630.22.06.80.628.72.06.227.10.410.610.00.50.41.99.48.78.115.07.414.313.55.511.211.010.510.19.69.18.78.27.717.817.116.514.013.813.513.212.912.612.311.911.6201720182019202020212022202320242025202620272028AsiaEuropeAmericasAfricaAustralia&Oceania23

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

the

United

States

boasts

the

highest

spending

on

NewspaperAdvertising

among

selected

countries,

totaling

US$5.0

billionMarket

Size:

Regional

Comparison

(2/2)NewspaperAdvertising

market:

Advertising

spending

forecast

inbillionUS$19.81.518.21.416.81.4-9.5%(1)1.31.33.43.21.32.613.73.03.112.80.90.91.011.71.02.10.80.910.90.80.910.03.00.70.89.11.82.61.52.50.60.88.30.50.70.81.32.52.67.50.70.50.6

0.41.12.46.60.92.30.510.32.24.10.69.52.28.72.17.16.66.05.55.04.53.63.1202820172018201920202021202220232024202520262027UnitedStatesGermanyChinaFranceUnitedKingdom24

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

US$

76.78

spent

per

reader

on

advertising,

Australia

&

Oceania

leadsamong

selected

regions

as

the

largest

marketin

2024Market

Size:

Regional

Comparison

(1/2)NewspaperAdvertising

market:

Averageadspending

perreaderforecast

inUS$10090.6285.22908070605040302010080.8878.0978.1176.7874.6474.8075.0273.6272.0370.0756.5352.8846.0252.6549.0451.4851.0648.5551.5747.5450.2445.7316.7550.1446.4348.2046.3054.9044.7117.8253.5345.8052.3046.5445.7716.8643.4417.9617.1517.0814.6316.7717.1717.4217.4117.4917.6916.4015.6415.6115.4215.3715.2515.3815.4714.4914.5515.582017201820192020Africa2021Asia2022202320242025202620272028AmericasEuropeAustralia&Oceania25Sources:Market

Insights

2024In2028,

Germany

leads

among

selected

countries,

with

the

highest

average

adspending

per

reader

in

newspapers,

totaling

US$

117.3Market

Size:

Regional

Comparison

(2/2)NewspaperAdvertising

market:

Averageadspending

perreaderforecast

inUS$117.30120100806040200109.40102.70103.00100.8099.3169.0797.4889.8197.9093.2798.6797.6097.0670.6496.3790.8595.2772.45105.3068.1992.4673.7391.3476.4264.0245.4160.9046.1958.3246.4356.8151.1256.5847.1555.2947.8748.6652.4048.5950.6548.7049.1548.0246.6348.8045.6244.389.478.617.846.976.275.505.104.604.063.562.932.24201720182019202020212022202320242025202620272028ChinaUnitedKingdomFranceGermanyUnitedStates26Sources:Market

Insights

2024Around

30%

of

people

in

the

United

States

still

read

newspapersandmagazines,

and

about

half

have

neutral

feelings

about

print

advertisingDeep

dives:

Frequency

and

attitude

towards

printadvertisingFrequency

ofreadershipfor

newspapers&magazines

intheUSA

in2022Printadvertisingattitude

intheUSAas

of

March

202245%32%Printed

newspaper29%38%39%29%30%Printed

Magazine12%32%9%6%Daily/Afew

times

aweek/

Once

or

twice