Wan-Ifra WPT 2015

WORLD PRESS
TRENDS 2015
The definitive guide to the global newspaper
industry, in numbers, trends and changes
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SUMMARY/ABOUT WPT
W
elcome to the 2015 World Press World Press Trends show once again that
Trends Report, the definitive the news media industry is far from homog-
guide to the global newspaper enous, and that trends vary from place to
industry, in numbers, trends and changes. place. What is the same around the world is
what we bring to our societies, the basic so-
We hope you will use this this report to cietal role of news media. And ensuring that
benchmark and focus your innovation efforts we have sustainable news media businesses
in the months and the year ahead. The is central to this role.
report explores global trends that defined
the news media business in the last year and About WPT:
are continuing to shape it. In each chapter,
in addition to identifying a specific trend, The World Press Trends survey includes data
we highlight some interesting examples and from more than 70 countries, accounting for
a key innovation opportunity that industry more than 90 percent of the global indus-
insiders have spotted. trys value. The data is compiled through an
enormous undertaking by dozens of national
A profound shift in the newspaper business newspaper and news media associations and
model, which has been evolving for years, generous support from global data suppliers:
is finally here. Global newspaper circula- Zenith Optimedia, IPSOS, ComScore, the
tion revenues are higher than advertising Pew Research Center, RAM, and the ITU.
revenues for the first time this century.
Audiences have become publishers biggest Though newspapers are now ubiquitous on
source of revenue. The industry generated an all media platforms, the measure of their
estimated US$ 179 billion in circulation and reach and influence continues to be mired in
advertising revenue in 2014 which makes the 20th century, largely relying on print cir-
it larger than the book publishing, music or culation and a variety of separate, non-stan-
film industries. Ninety-two billion dollars dardised measures of digital reach. The
came from print and digital circulation, challenge for the industry is to measure the
while $ 87 billion came from advertising. reach of newspaper content on all platforms
with new metrics. WAN-IFRA promotes
Newspapers around the world are success- industry-wide discussions and collaboration
fully proving their value to both audiences on cross-platform audience measurements
and advertisers despite the booming com- and other metrics that we use as an industry
petition. They are discovering new markets to present our value, reach and impact.
and new business models that are today as
pertinent to news production as advertising
and circulation revenues. From print news-
paper businesses, they have transformed
themselves into true multiplatform news
media businesses.
The collected data is available in

the World Press Trends database.
For more information about
what data is included, please see
the last page of this report, or
go to www.wan-ifra.org/wpt
World Press Trends 3

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WORLD PRESS TRENDS 2015
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4 WAN-IFRA REPORT
CONTENT:
SUMMARY/ABOUT WPT 3
WORLD PRESS TRENDS

2015 OVERVIEW 6
GLOBAL NEWSPAPER
INDUSTRY REVENUES 7
CIRCULATION AND REACH 11
DIGITAL MEDIA CONSUMPTION 17
ADVERTISING 23
MEDIA AUDIENCE ENGAGEMENT 29
ANNEX 1: PRESS RELEASE 33
ANNEX 2: WORLD PRESS TRENDS DATA 37

WORLD PRESS TRENDS
2015 OVERVIEW
READERSHIP
DIGITAL
PRINT
2.7 bn 0.8 bn
ADULTS INTERNET USERS
(UP 45% OF ALL ADULTS) (42% OF ALL DESKTOP INTERNET USERS)
REVENUES
$179 bn
(DOWN 1% COMPARED TO 2013)
PRINT DIGITAL
CIRCULATION ADVERTISING CIRCULATION ADVERTISING
$89.9 BILLION $77.4 BILLION $2.5 BILLION $9.5 BILLION

UP 0.4% DOWN 5.2% UP 45% UP 8.5%
COMPARED TO 2013 COMPARED TO 2013 COMPARED TO 2013 COMPARED TO 2013
6 WAN-IFRA REPORT
GLOBAL NEWSPAPER
INDUSTRY REVENUES
Disrupted, Diversified and Digital
In 2015 it is clear that the story of the newspaper

industry is not one of doom and gloom and decline.
Newspapers around the world are successfully proving
their value and resilience in the face of massive
competition. They are discovering new markets and new
business models that are today as pertinent to news
production as advertising and circulation revenues. From
print newspaper businesses, they have transformed
themselves into true multiplatform news media
businesses, aiming for revenues that are increasingly
diversified and digital. At the same time, for the majority
of newspapers around the world, print will continue to
be a major source of revenue for many years to come.

$92 bn $86 bn
PRINT AND DIGITAL PRINT AND DIGITAL
CIRCULATION REVENUE ADVERTISING REVENUE
N
ewspapers generated an estimated 179 billion no longer widely valid. Revenue trends indicate that
dollars in circulation and advertising revenue digital advertising is unlikely to replace print advertis-
in 2014 more than the book publishing, music ing revenues in the near future. A drop in advertising
or film industries. The figure dropped by 1 percent from revenue means less money for the newsroom. Conse-
2013 to 2014. Ninety-two billion dollars came from quently, the story of circulation revenue is the flip side
print and digital circulation, while 87 billion came from of the coin.
advertising.10 Global newspaper circulation revenues
are larger than newspaper advertising revenues for the The positive aspect of the trend is that audiences
first time this century. We can freely say that audiences worldwide continue to read and to value news prod-
have become publishers biggest source of revenue. This ucts. On the revenue side, circulation revenues are
is a seismic shift from a strong business-to-business stable, and most national news industries are finding
emphasis publishers to advertisers to a growing ways to monetise this continued interest and commit-
business-to-consumer emphasis, publishers to audienc- ment from audiences. However, the increased impor-
es. tance of audiences as a revenue source puts additional
pressure on newsrooms, and requires a new approach
Print advertising was central to the business of news- to building and maintaining relationship with readers.
papers ever since the nineteenth century. However, the
trend that we are seeing in most newspaper markets While digital circulation and advertising revenues
is that print advertisings share of overall revenue is continue to grow, they still represent a small part of
declining, and this decline is forecast to continue. The overall newspaper revenue.
basic assumption of the news business model the
subsidy that advertisers provided to news content is
DISRUPTED
The newspaper industry has spent years speculating if digital advertising will ever
replace print advertising. It is clear from looking at the projected growth rates that this
hope is in vain. Newspaper print advertising revenue is still a major source of revenue
that will be supplemented by digital advertising, but there are significant steps being
taken to win share of revenues in other, rapidly growing, disruptive industries. New
revenue streams take a myriad of forms and there is no single business model to
replace the old one. mCommerce will be the dominant business model in the digital
sphere, with $516 billion in sales driving more of 70 percent of all mobile internet
revenue by 2017. Mobile advertising is projected to deliver $52 billion revenue in 2017,
with $42 billion mobile web advertising and $10 billion in-app advertising. Forecasts
say that the mobile apps market could reach more than $70 globally by 2017, with
non-game apps doubling revenue share from 26 percent to 51 percent. News apps
are envisaged to take up to 5 percent of this market in 2017, which would be close
to $3.5 billion, or one-third of what is forecast for digital advertising in 2017.
10 WAN-IFRA estimates of global industry revenues have for

the first time included the data on the non-daily revenues, esti-
mated at 8bn globally
8 WAN-IFRA REPORT
Globally, more than 93 percent of all news- Global newspaper revenue sources 2010-2014
paper revenues still comes from print, and
print will continue to be a major source of
revenue for many years to come. Print circu-
lation revenues remain stable: Global circula-
tion revenues grew 0.4 percent in 2014 from
a year earlier, and fell 0.1 percent over five
years. Newspapers have become one of the
industries most adept at pricing strategy in
some of the markets, circulation revenues
Source: WPT Analysis, ZenithOptimedia and Pwc Global Entertainment &
have been protected by price increases even Media Outlook
as the number of readers declines.
Global digital newspaper circulation revenues

Paid digital circulation revenues increased
2010-2014
45 percent in 2014 and 1,400 percent over
five years.
While digital advertising represents a small

part of overall newspaper revenue, it contin-
ues to grow significantly, increasing 8 per-
cent in 2014 and 59 percent over five years,
according to PriceWaterhouseCoopers. But
the main benefactors of digital ad spending
continue to be social media and technology
companies. Source: Source: PwC Global Entertainment & Media Outlook
Regionally, the picture is pretty much the

same as in 2013. Asia and the EMEA region Global digital newspaper advertising revenues
Europe, Middle East and Africa each 2010-2014
represent about a third of global newspa-
per market value. North America holds 21
percent and Latin America has nine percent
of the market. The five biggest markets are
the United States, Japan, Germany, China,
the United Kingdom and India, commanding
more than half of global newspaper reve-
nues.
Source: Source: PwC Global Entertainment & Media Outlook
Six biggest newspaper markets
Paid digital circulation revenues increased

45 percent in 2014 and 1,400 percent over five years.
Trends and cases to watch
Ilta-Sanomat, Finland: Publisher of Finnish tabloid Ilta-Sanomat
launched their online video platform ISTV in 2013. It has now
blossomed with 4 million video plays per week, and the newsroom
has kept pace, growing from 2 to 20 people and integrated fully
with the rest of the online operation. Commercial results have
followed audience growth: revenues come from a mix of banner
ads, pre-roll and sponsorship, and a new revenue stream comes
in the form of paid content: selling live streams for key Finnish
sports events. Sanomas might and reach have given the channel
a huge kick start. If others cannot match the scale and reach of
Sanoma, there is one universal lesson: The audience has migrated
to mobile. ISTV reaches a younger audience than the paper as
a whole, and this means only 30 percent of traffic is desktop.
Texas Tribune, USA: At the Texas Tribune, events alone will make up 23
percent of revenue this year, but the bulk of revenue will be supplied
by digital sponsorships, which provides a quarter of its earnings.
Axel Springer, Germany: In Germany, leading publisher Axel

Springer recruited over 150,000 subscribers for its premium
service Bild Plus in the first six months after its launch in
June 2013. Over one-third have also signed up for a service
of digital goals from the German football league via Bild.
10 WAN-IFRA REPORT
CIRCULATION
AND REACH
From Print Readers to Multiplatform Loyalists
WAN-IFRA estimates that print newspapers reach

around 2.7 billion people around the world. Newspaper
circulation and reach trends show once again that
the news media industry is far from homogenous,
and that trends vary from place to place. While Asia,
Africa, including the MENA region, and Latin America
continue to enjoy growth in print audiences, mature
newspaper markets are seeing continued declines in
print circulation. However, there is growing evidence
that print and digital reach combined are increasing
audiences for newspapers globally. Paid digital
circulation increased 56 percent in 2014 and rose
more than 1,420 percent over the last five years. One
in 10 people say they now pay for digital content.

Daily newspaper global reach in 2014
2.7 bn 45% OF ALL ADULTS READ

PRINT NEWSPAPERS
42% OF ALL DESKTOP INTERNET
0.8 bn USERS READ NEWSPAPERS

IN DIGITAL FORMATS
Source: WPT Analysis, comScore and Ipsos Media
A
udiences worldwide continue to read news pub- tions than on single-copy sales, whereas single-copy
lications and continue to value them. In many sales have been dominant in many big European
countries, combined figures for digital and markets. Consequently, North American newspapers
print readership indicate that more than 80 percent have used their marketing operations to maintain
of adults read newspapers at least once per month. some of their print subscription base and at the same
As the industry develops new audience measurement time develop large numbers of subscribers for both
methodologies that extend to mobile and tablet, we their digital and bundled products, much more quickly
are seeing strong evidence that newspaper-originated than most of their European counterparts could. Bun-
content nowadays reaches more people than ever. dled print-digital subscriptions in the USA have had a
positive impact on print circulation. Meanwhile, some
When it comes to print circulation, significant differ- European newspapers have continuously increased
ences in regional circulation trends can be influenced single-copy prices over the last decade, keeping reve-
by a myriad of traditional market factors, but also by nues level while circulation declines. Strategic deci-
new technology and consumption patterns. Rates of sions to keep newspaper copy prices low have played
print circulation differ even between the most mature hugely important roles in circulation increases in India
markets, i.e. Europe vs. North America. What could and elsewhere in Asia, making it the healthiest print
explain these different trends? Newspapers in North newspaper industry in the world (see box).
America have traditionally relied more on subscrip-
Combined readership data from selected countries

There is growing evidence from countries with sophisticated and robust new multimedia
metrics that print and digital combined are increasing audiences for newspapers globally.
Data from Australia, for example, shows that nearly 86 percent of all adults read
newspapers on some platform.10 In the U.K. the figure is 83 percent11 and in Chile it
is nearly 82 percent. For more information on measurement initiatives see below.
Other countries for which WAN-IFRA was able to collect multi-platform data
on readership this year included the Netherlands and Singapore. Moreover, new
cross-platform measurement initiatives are being developed in a growing number
of countries. For more information on measurement initiatives see page 15.
10 Ipsos Media and emma (Enhanced Media Metrics Australia)

11 Ipsos Media and comScore
12 WAN-IFRA REPORT
World Press Trends analysis reveals that Global daily print newspaper circulation 2010-2014
around 2.7 billion people around the world
read newspapers in print and more than 770
million on digital platforms.10 Global print
circulation increased +6.4 percent global-
ly in 2014 from a year earlier and shows a
five-year growth of +16.5 percent. This is the
largely the result of circulation increases in
India and elsewhere in Asia; the newspaper
business in India is still the healthiest print
newspaper industry in the world. 11
Circulation rose +9.8 percent in Asia in

2014 from a year earlier, +1.2 percent in the
Middle East and Africa, and +0.6 percent in Source: World Press Trends database and WPT analysis
Latin America; it fell -1.3 percent in North
America, -4.5 percent in Europe, and -5.3
percent in Australia and Oceania. Over five
years, newspaper circulation rose +32.7 Daily print newspaper circulation change by region
percent in Asia, +3.7 percent in the Middle
East and Africa, and +2.9 percent in Latin
America; it fell -8.7 percent in North Amer-
ica; -22.3 percent in Australia and Oceania;
and -21.3 percent in Europe.
On the digital end of the spectrum, paid

digital circulation increased 56 percent in
2014 and rose more than 1,420 percent over
the last five years.12
Source: WPT analysis
Global digital newspaper circulation 2010-2014
2 comScore 2015 Newspaper Desktop Home and

Work, Total Internet Users
11 In 2014, WAN-IFRA has updated Indian figures
have significantly affected the global picture and
they partly come from a growing number of publica-
tions in India. Source: PwC Entertainment & Media Outlook
12 PwC Entertainment and Media Outlook 2015
Global print circulation increased +6.4% globally in 2014

from a year earlier and shows a five year growth of +16.5%
PRICING STRATEGIES AS THE DRIVER
OF CIRCULATION
WPT analysis has revealed that pricing newspaper prices have increased by an
strategies for the print product have a average of 94 percent over the last 10 years.
long-term impact on circulation trends. Print readership is increasingly considered
The newspaper business in India is still the a luxury pursuit, and the remaining readers
healthiest print newspaper industry in the of print newspapers in the U.K. are devoted
world. And Indian newspaper industry growth to the print format and can afford to pay
cannot be explained only by the increased higher prices. The decision to increase
purchasing power of a growing middle class the prices of the print product has had a
and relatively low broadband penetration. long-term impact on single copy sales.
Newspaper copy prices have played a Interestingly enough, over the same period,
hugely important role in the success of the U.S. subscription prices have increased as
newspaper industry. Cover prices in India are well, but this has affected print circulation
among the lowest in the world, and range less. U.S. newspapers have increased
from US$ 0.03 to US$ 0.10 per copy. They subscription prices by 40 to 60 percent
have remained stable for 15 years despite between 2006 and 2011, and they have lost
inflation of more than 400 percent over the 20 percent of their paid subscribers.10 Print
same period. The strategic decision of Indian currently makes up 65.7 percent of overall
newspapers was to make the cover price of circulation in the USA and the circulation
newspapers a virtual non-issue for readers. figures continue a downward trend, but
And that decision has contributed to the at the same time digital and bundled
most extraordinary growth of the newspaper subscriptions are growing significantly.11
sector in India over the last 10 years.
10 One study concluded that the price increase did not come as
In mature markets, however, newspapers are a result of a cost increase or a value increase, or after a careful
adopting strategies to make more money analysis of price elasticity, but rather as a direct reaction to lost
from fewer subscribers. In the U.K., national advertising revenue.
11 PEW Research Center
Print newspaper circulation Print newspaper circulation

going strong in India declining in UK
Global daily paid and free newspaper Global daily paid and free newspaper
unit circulation in million unit circulation in million
Source: WPT database and RNI Source: WPT database
14 WAN-IFRA REPORT
READERSHIP
MEASUREMENT
INITIATIVES
Andrew Green, Ipsos
I
n many countries, the newspaper that may be seen to disadvantage them in the
industry has come together to create marketplace.
cross-platform measurement metrics
and present the true value of news media Still, it is undeniable that new methodol-
usage time and frequency to advertisers. ogies are required, and there is growing
Unfortunately, though, that is not yet the momentum towards reliable and comparable
norm. Though newspapers are now ubiq- multi-platform metrics. Every country is
uitous on all media platforms, the measure different, but the general directions are sim-
of their reach and influence continues to be ilar, Green says about new methodologies:
mired in the 20th century, largely relying on More interviewing online, more engaging
print circulation and a variety of separate, stimulus used within surveys to prompt
non-standardised measures of digital readership, integration with passive online
reach. and mobile measurement services, and deep-
er investigation of engagement metrics.
Although the new online platforms compli-
cate readership measurements, they have More and more initiatives bring together
one tremendous advantage: they all come different measurement systems that track
with built-in audience measurement tools. reading in print, online and on mobile
And yet it seems that the industry has been devices. Projects such as emma (Enhanced
talking about multi-platform measurements Media Metrics Australia) rely on a mixture
for a long time, and progress seems slow. of survey questions and integration of online
The main challenges are political and eco- measurements from audience research com-
nomic, rather than technical, says Andrew panies. I expect to see lots more of this kind
Green, Chief Marketing Officer, Ipsos. The of work, says Green.
resistance to change is mainly because of
price more extensive methodologies are
more expensive and because new tech-
niques produce new reach numbers. There
will inevitably be winners and losers,
the latter of which can understandably be
reluctant to pay for a measurement system

Aftonbladet, Sweden: Sixty-three percent of new subscribers pay by
SMS on their mobiles. With 11 years experience delivering freemium
paid content, they have recently managed to optimise both the sales
funnel and user engagement on mobile. In 2010, Aftonbladet Plus had
120,000 digital subscribers. By 2014, they have almost doubled this
to 205,000, taking each user on a journey from free to registered,
to paid services and then to further premium services. Users of
both mobile web and apps were easier to retain, and Aftonbladet
has seen the most active subscribers remaining the most loyal.
To keep users active, they have mapped exactly what kind of topics
to sell at different times through the day, a 24/7 chart of reader
activity. They found that entertainment works great as a second-
screen experience, while crime and mystery is perfect for the weekend.
Aftonbladet has learned three main lessons: Full commitment from
all management and staff levels; Consumer insights - e.g. deep
interviews, surveys, analytics & CRM and A/B testing culture.
The Economist, U.K.: The Economists U.K. print edition had an

average weekly circulation of 174,000 in the second half of 2014,
a fall of 16.6 percent from the previous year, according to the
latest Audit Bureau of Circulations figures. But average sales of
the weeklys digital offering rose 295 percent to 49,976, giving a
combined average weekly circulation of 224,000. The Economists
digital Espresso service had 600,000 downloads since its launch
in November 2014. Weekly reach is about 200,000 readers; daily
reach is about 120,000 readers. All print and digital subscribers have
free access to Espresso. Its extra value for the weekly subscribers
and new digital readers of the Economist are expect to pay 2.49.
16 WAN-IFRA REPORT
DIGITAL MEDIA
CONSUMPTION
Hooked on Mobile
We have been talking about the year of mobile for

the last 10 years. And it finally happened in 2014, which
was definitely the year when we entered a new era of
mobile and the change is accelerating. Two-fourteen
was the year that desktop access to newspaper web
sites usage globally decreased in favour of mobile.
Mobile advertising is rapidly growing and is expected
to reach US$ 52 billion in revenue in 2017; mobile apps
are becoming an important global market, expected to
reach $70 billion globally in 2017, representing another
big opportunity for publishers; and mobile commerce
is seen as the biggest driver of mobile Internet growth,
with $516 billion in sales expected by 2017. There is a
myriad of changes occurring as a result of increased
smartphone usage and mobile Internet growth. The shift
is extremely important because it changes the way news
is packaged, distributed, discovered and consumed.

79 %
OF ALL SMARTPHONE USERS
CHECK THEIR DEVICE WITHIN
15 MINUTES OF WAKING UP
A
re you a member of the generation that re- because new devices are changing not just habits
members how reading the paper with a coffee but also the way news is packaged, distributed, and
and breakfast used to be part of the morning discovered. As the Reuters Institute Digital report
routine? Our routines seem to be different these days. showed, news apps rather than mobile websites
Eight out of 10 smartphone users check their device are often the main way of accessing news. In the U.K.,
within 15 minutes of waking up, even before they get almost 50 percent of smartphone users say they main-
out of bed. Its a fight for audience attention and mo- ly use apps. And they tend to use a narrower range
bile is winning it. App usage represents just over half of news sources on a smartphone than they do on a
of mobile engagement, but each consumers usage is desktop or tablet. More than a third use just a single
concentrated on just a few apps. Our favourite apps are source each week on a smartphone. Smartphone apps
now firmly established parts of our daily routines. are a big opportunity for news publishers, but loyalty
will be the test will they choose your app as their go-
According to comScore, the leading media properties to source of news?
now see 30 percent or more of their monthly audiences
coming exclusively from mobile platforms. Forty-four As more people turn to their mobile devices for news,
percent of U.S. smartphone users use applications it is important for newspapers to consider how news
related to news. And the numbers are growing. Those app design shapes ways of reading and sharing con-
who use only mobile devices to consume newspaper tent. It is estimated that growth in mobile use in the
content increased 53 percent in March 2015 from the coming year will be primarily driven by social media
same month a year ago, according to a report from the (41 percent), finding general information (28 percent),
Newspaper Association of America (NAA). search/download apps (25 percent), and watching
videos/listening to music (24 percent).
The changes in consumption patterns are important
Mobile
97 min
Tablet
37 min
Broadcast
125 min
Desktop
70 min
Newspaper
33 min
18 WAN-IFRA REPORT
Global desktop digital news audiences 2013-2015
Globally, consumers spend an average of almost
2.2 hours per day with mobile (97 minutes) and tablet
(37 minutes), which together account for 37 percent
of media time, ahead of television (81 minutes), the
desktop (70 minutes), radio (44 minutes), and print
(33 minutes), according to figures from InMobi and
globalwebindex media consumption reports.
For the first time, web usage data from comScore

indicates that desktop audience numbers are falling as Source: comScore 2015
consumers spend more time with smartphones.
According to Reuters Institute Digital News Report, Paying for online news in 2014
one in 10 people in 10 surveyed countries said they
now pay for digital content via either a one-off
purchase or an ongoing subscription. Again, it isnt the
same in all countries; the number of people who pay
for digital content ranges from 22 percent in urban
areas of Brazil to 7 percent in the United Kingdom.
Time spent using smartphones now exceeds Web usage

on computers in the the USA, U.K. and Canada. This
goes for news consumption as well: For 19 of the top 25
U.S. newspapers, mobile traffic exceeds desktop traffic
by at least 10 percent, according to Pew Research. Source: Reuters Institute Digital News Report
U.S., U.K. and Canada digital news audiences

2,412 23,868 1,566
33,999
66,304 12,732
11,111 165,107 15,271
DESKTOP ONLY MOBILE ONLY MULTI-PLATFORM
Source: comScore 2015
Growth in smartphone access to news - selected countries
Source: Reuters Institute Digital News Report

Focus on Digital Media
by comScore
A
ccording to the US Digital Future in Focus report by comScore, 2014 was the year
of many significant milestones for digital media, with mobile in particular develop-
ing rapidly as a medium. This was the year that mobile app usage exploded and was
quickly becoming the primary access point for many digital services. And Facebook saw
mobile revenues surpass desktop revenues a clear sign that mobile is becoming the primary
digital media platform.
Over the past four years, most of the

growth in digital media consumption
has been on smartphones (+394 per-
cent) and tablets (+1,721 percent). But
mobile platforms are not eating into
aggregated desktop media use, which
grew 37 percent during the time peri-
od. The digital media pie continues
to get bigger and Americans engage
with screens during more occasions
throughout the day than ever be-
fore, the report concludes. However,
desktop consumption of newspapers
digital content decreased for the first
time in 2014.
Multi-platform and mo-

bile-only use is growing
substantially across all demo-
graphics, with 21 percent of
Millennials no longer using
desktop computers to go
online. However, the fastest
growing age group of mobile
users is 55 years and older,
among whom 74 percent are
either multi-platform and
mobile-only users, up from
60 percent last year.
Although digital video viewing still occurs mostly via desktop, mobile video viewing also is
on the rise. Slightly below half of smartphone and tablet users watch video on their devices,
with about 1 in 10 doing so daily, suggesting there is significant room for continued growth,
the report says. For search, mobile accounts for 29 percent of all search activity (including
both app and browser). Mobile search also grew from the year before (+17 percent on smart-
phones and +28 on tablets), while desktop search saw a slight decline.
20 WAN-IFRA REPORT
News media
reading patterns
U
se of various digital platforms is There is evidence that reading text on paper as
influencing what we read and see and opposed to text on a screen still boasts unique
our mode of attention. RAM research advantages, and it appears that a lot of people
includes data that can be analysed across prefer reading on paper when they want to
42 demographic, lifestyle, and geographic get into a text, and understand it with clarity.
variables. It reveals that on average, an online However, in terms of our daily consumption of
news reader uses 34 seconds per page and that news, which we access online throughout the
young readers remember three times as much day, the development of multimedia content
information as older readers do in the same cleverly taps into our rapid scanning reading
time spent online. There is also an extremely method, merging developed and informative
fast filtering process of information based on text with images and video, which both focus
interest and what catches the readers eye on our attention and reinforce the message of the
the page. article.
Poynters various Eyetrack Studies over the

past 20+ years have shown that we are scan-
ners. Photos and images attract our attention
first, and our eyes then travel to dominant
headlines, then to teasers and captions, and
we look at text last of all. And its not just the
order in which we look at different types of
information, but the amount of time we give
them with text being read the least and pho-
tos or images being looked at the most.

DIE WELT, Germany: DIE WELT launched KOMPAKT in May 2014 as an
iOS-only app. The objective of the app is very similar to the idea that made DIE
WELT start to publish an extra print edition with a new twist 10 years ago, WELT
kompakt: It is an approach to reach a younger demographic. And in 2014 this meant
the form of an app. It appears to be a hit with Millennials in Germany: Around 50
percent of the users are 30 years old and younger. The app made it to more than
100,000 downloads since KOMPAKT for iOS was available in Germany, Austria,
Switzerland from May 2014.
The Guardian, U.K.: The Guardian has long been a leader in digital innova-
tion, having evolved from a British to a global news website in the face of notable
competition from international rivals. Guardian rolled out an innovative and widely
praised responsive design across the U.S., Australian and (in January 2015) U.K.
editions, providing an optimised experience across all platforms and devices. It
launched a new app for iOS and Android phones and tablets, which has been down-
loaded over a million times, rated highly by users, won awards and was featured by
Apple and Google as one of the best apps of the year. This success is the product of
unrivaled digital output of teams on three continents in New York, in Sydney and
at the heart of the operation in London. Journalists and developers, working in a
rich variety of media, demonstrated the extent to which the traditional strengths of
the Guardian, whether in investigative reporting or sport or the arts, can evolve and
flourish in this new world.
Financial Times, U.K.: The Financial Times stands out as a global case study in
changing news media consumption, as the U.K. market joins the USA in crossing
the mobile-desktop threshhold. Around 60 percent of the FTs online subscriber
readership now comes via a mobile device, and it is being driven by increases in
digital consumption at weekends, and outside core working hours. At the weekend,
subscribers to the FT now overwhelmingly consume the content via mobile devices,
with around 75 percent of traffic coming from mobile, highlighting the development
of distinctive audiences with differentiated editorial interests, and triggering the re-
cent launch of the Financial Times Weekend app. The shift also entrenches the new
frontier of mobile competition for news producers (at least in developed contexts):
lifestyle apps, social media and mobile streaming. Readers are increasingly reading
early mornings, late evenings and especially over the weekends. They are engaging
with more content and through a greater diversity of devices and channels.
22 WAN-IFRA REPORT
ADVERTISING
Alliances and Programmatic
While print advertising revenues continue to decline,

newspaper digital ad revenues will not replace high-
yield print revenues, but are nevertheless significantly
increasing. The internet ad spend overtook total ad
spend of both newspapers and magazines in 2014, and
newspapers are taking an increasing share of this part
of the market. Programmatic spend grew to 42 percent
of total display-related spend, up from 33 percent last
year. For the first time in the history of our industry,
many players have come together for the common
good, developing partnerships and pursuing synergies.

60
DIFFERENT ADVERTISING MEDIA CHANNELS
ARE AVAILABLE TO ADVERTISERS NOWDAYS
Communication 360 by Synovate Comcon
T
raditionally, most newspapers have relied on Driven by video and mobile growth rates, display in-
advertising for a large part of their revenue. ternet advertising spend is predicted to overtake paid
Throughout the 20th century, advertising search advertising this year. Mobile advertising has
brought up to 80 percent of revenues in some mar- established itself as a mainstream advertising product,
kets. Print used to be one of a few available marketing and is growing nine times faster than desktop internet.
channels, the one that was ubiquitous for branding That means mobile is forecast to leapfrog radio, mag-
and advertising and a logical choice for all marketers. azines, outdoor and newspapers to become the worlds
But this direct relationship of mutual dependence no third-largest medium in a few years. Search continues
longer exists. Advertisers nowadays have more than to be dominated by Google, despite the emergence of
60 different advertising media channels available serious competitors in a very few select markets, in-
to them everything from cash terminals to the seat cluding Russia and China. Google takes well over half
backs in airplanes just about everywhere you look. of all internet search revenues.
Many no longer believe newspapers are an irreplace-
able major platform for publishing ads. The basic The rapid growth of internet advertising, especially
assumption of the news business model the subsidy video formats, indicates internet-based advertising is
that advertisers have long provided to news content - likely to overtake television by 2020. At this time, it is
is no longer widely valid. We are also seeing an end to also becoming evident that the lines between televi-
speculation about if and when digital advertising will sion and internet-based broadcast advertising will be
replace print advertising revenues. Newspaper digital blurred, and it is likely we will have to consider new
advertising revenues will not replace high-yield print ways of categorising TV and digital video formats.
revenues, but are significantly increasing. The same can be said for newspaper content that is
increasingly populating digital platforms.
24 WAN-IFRA REPORT
Share of global ad spend per medium in 2014
Source: ZenithOptimedia
The pattern of global advertising revenues

is long-term uninterrupted growth, with the Global ad spend 2010-2017
notable exception of the recent financial cri-
sis. Advertising revenues in 1980 were $80
billion and in 2014 were over $500 billion.
Television continues to maintain the largest

share of global advertising revenues, with
just under 40 percent, followed by desktop
and mobile internet with more than 24 per-
cent, newspapers with 15 percent, magazines
with 7.3 percent, outdoor and radio with
around 7 percent, and cinema with half a
percent.
Internet ad spend overtook total ad spend

of both newspapers and magazines in 2014. Source: ZenithOptimedia
Over the last ten years, Internet advertising
has risen from 4 percent of total global spend
to 24 percent. In the same period, newspa- Newspaper print advertising revenues 20092013
pers share of global spend has halved from
30 percent to 15 percent, while magazines
has fallen from 13 percent to 7.3 percent.
Turning back to print advertising: it declined

-5.2 percent worldwide in 2014 from a year
earlier and declined -17.5 percent over five
years. Since it began in the mid-1990s, inter-
net advertising has risen principally at the
expense of print.
Driven by video and mobile growth rates,

display internet advertising spend is predicted
to overtake paid search advertising this year.

Newspaper print advertising Newspaper digital advertising revenues
by region 20102014 20102014
Source: PwC Global Entertainment

& Media Outlook
By region, print newspaper advertising increased +4.9 America, -23.1 percent in Europe, -22.1 percent in the
percent in Latin America in 2014 compared with a Middle East and Africa, and -7.3 percent in Asia and
year earlier and in the Middle East and North Afri- the Pacific.
ca by + 2.2 percent, but fell in all other regions: -6.5
percent in Asia and the Pacific, -7.5 percent in North According to ZenithOptimedia figures, the value of
America, and -5 percent in Europe. Over five years, global online advertising in 2014 was $124 billion.
print newspaper advertising increased +27.7 percent Newspapers digital advertising increased +8.5 percent
in Latin America. It declined -28.2 percent in North in 2014 and + 59.6 percent over five years.
Programmatic Advertising
Claims vary widely as to the impact of programmatic or how to use it to best effect.
programmatic advertising. Magna Global The emergence of progammatic advertising
says programmatic transactions reached is just one of many of the many changes
the $21 billion mark globally in 2014, up 52 news media face in what has become a
percent from a year earlier. Around the world, constantly evolving media landscape.
programmatic spend grew to 42 percent of
total display-related spend, from 33 percent
Programmatic advertising 2014
last year. So it is no surprise that a study of
attitudes toward programmatic in Europe
found that clients and agencies believe it will
be very important to the future of advertising,
primarily for targeting more accurately, but
also as an opportunity to improve value
and utilise data more effectively. The study
by WARC, App Nexus and IAB Europe of
600 publishers, advertisers and agencies
across Europe also found that nearly half
of publishers and two-thirds of marketers
admit they do not really understand Source: Magna Global, eMarketer
26 WAN-IFRA REPORT
Global Advertising Forecast
by ZenithOptimedia
Z
Internet ad spend by type 20142017 (forecast)
enithOptimedia predicts global
ad expenditure will grow 4.4%
in 2015, reaching US$ 544
billion by the end of the year. For 2016
the growth is predicted at 5.3%, and
for 2017 at 4.8%.
The internet remains the fastest-

growing medium by some distance
- it is estimated to have grown 18.5%
in 2014, and annual growth of 14%
is forecast between 2014 and 2017.
The fastest-growing sub-category is
display advertising, with 18% annual
growth forecast to 2017 (this includes
online video and social media, in Source: ZenithOptimedia
addition to traditional display such as
banners). Internet display advertising
is benefitting from improved adver- Since mid-1990s, internet advertising has
tising formats, making internet display more risen principally at the expense of print,
interactive and engaging, and from program- and in 2014 internet adspend overtook total
matic buying, which allows more sophisticat- adspend on both newspapers and magazines.
ed and effective targeting of audiences Its share of the ad market is expected to in-
crease from 21.4% in 2014 to 31.4% in 2017.
Online video is the fastest-growing digital Meanwhile newspapers and magazines
sub-category: it grew 34% in 2014, and print advertising will continue to decrease,
is forecast to grow 29% a year until 2017. at average rates of 3% and 2% a year respec-
Meanwhile, mobile advertising established tively. (Advertising on press websites, tablet
itself as a mainstream advertising product in edition and mobile apps is included in the
2014, but is still rapidly expanding: mobile internet category.)
advertising is growing nine times faster than
mobile internet, and it is forecast to grow by
an average of 39.8% a year between 2014 and
2017. Globally, mobile advertising is estimat-
ed to represent 22.1% of internet expenditure
and 5.3% of total advertising expenditure.
By 2017, ZenithOptimedia forecasts these
figures to grow to 40.4% and 12.7% respec-
tively, making mobile the worlds third-larg-
est advertising medium.

Local Media Consortium, USA: A strategic partnership of
leading local media companies, representing more than 700
daily newspapers, dozens of major market television and radio
stations, cable outlets and all of their affiliated digital properties.
The group was able to work out a group contract for Googles
DFP platform, letting publishers take advantage of prices that
are far less than what they would be paying on their own. They
are also working together on a large ad exchange, aiming to
leverage new opportunities for revenue and audience growth.
Pangaea Alliance, U.K. and USA: The Guardian, the Financial

Times, CNN International, Reuters and the Economist have teamed
up to pool their digital advertising space. The initiative, called the
Pangaea Alliance, will give brands access to more than 110 million
online readers using a programmatic advertising system.
News Corp, U.K. and Australia: AccessOne is an advertising product

that enables large display advertisers to automatically and seamlessly
lift-over print ads to News new metropolitan masthead tablet apps.
These lifted-over ads can be either replications of the print ads (at
no additional charge) or re-imagined print ads designed for tablet.
AccessOne delivers to advertisers a total audience that is growing
strongly, as Australians consume news in record numbers across
both print and digital. AccessOne has delivered significant increases
in brand recall and call to action for U.K. and Australian advertisers.
28 WAN-IFRA REPORT
MEDIA AUDIENCE
ENGAGEMENT
Millennials and Other Tribes
Traditional ABC demographic segments such as

age, gender and income are becoming increasingly
inaccurate predictors of audience behavior.
Audiences are freer than ever to construct identities
and make lifestyle choices. We are increasingly
witnessing re-examination of what we considered
common wisdom in audience behavior and analysis.
Interpreting audience behaviour is getting more
difficult as the gaps widen among numerous audience
groups who respond differently to, and have
a different relationship with, the news.

69 %
OF MILLENNIALS GET NEWS AT LEAST ONCE A DAY
21% 40% 16% No 1.

OF MILLENNIALS NO OF MILLENNIALS HAVE PAID FOR A GATEWAY FOR MORE
LONGER USING DESKTOP PAY FOR AT LEAST SUBSCRIPTION TO A THAN HALF OF NEWS
TO GO ONLINE ONE NEWS-SPECIFIC PRINT NEWSPAPER IN TOPICS IS FACEBOOK
SERVICE, APP, OR THE LAST YEAR
DIGITAL SUBSCRIPTION
A
ccording to the latest research by the Pew Re- In addition, research undoubtedly shows that young
search Center10, a majority of U.S. Millennials people are spending much less time with newsthan
get their news about politics and government older generations do14. Jeff Jarvis argues that we might
on Facebook. Unlike previous generations, most 18- to have been wrong to conclude that one of our biggest
33-year-olds dont look for news, but the vast majority problems in news is declining engagement.15 He ques-
of them get news from social networks once they see tions whether the young are just more efficient in the
it there, according to a report by the Media Insight consumption of news. RAM research shows that this
Project11. is exactly the case: young readers are three times as
efficient as older readers (see the text box).
For young audiences, social media long ago evolved
from being social and merely a way to stay in touch The industry once measured newspaper reach by how
with friends to a multifunctional media destination. much time various audiences spent with news con-
It has become a way of being connected to the world tent. That model, which was based on the mass-media
generally to send messages, follow channels of equation of audience attention and time resulting in
interest, get news, share news, talk about it and be exposure to more ads, is no longer adequate.
entertained...12
Jarvis goes on to suggest that instead of seeking an
As a result, news is becoming increasingly person- engaged audiencethats a metric better suited for
alised; however, with algorithms that control automat- movies and prime-time TV we in news should be
ic news filters, people risk missing out on important seeking an informed public, using new tools to make
stories. Many analysts point out that it is increasingly them better informed with greater relevance and more
important for personalised news platforms not to efficiency.
result in skewed and incomplete news coverage.13
10 Ibid
11 www.mediainsight.org. Media Insight Project is a collabora-
tion between the American Press Institute and the Associated
Press-NORC Center for Public Affairs Research. 14 46 minutes per day for millenials (ages 18-31) vs. 84 minutes
12 Ibid for the so-called silent generation (ages 67-84)
13 http://blog.wan-ifra.org/2013/10/07/the-future-of-news-cov- 15 https://medium.com/whither-news/maybe-news-is-just-
erage-for-every-generation more-efficient-f3cb87e6bc76
30 WAN-IFRA REPORT
Forty-seven percent of the Millennials Millennials and Baby Boomers: A Generational
surveyed said consuming news is a major Divide in Sources Relied on for Political News
reason they visit Facebook, but 88 percent % who got news about politics and government
of the respondents said they get news from in the previous week from...
Facebook at least occasionally. Eighty-three
percent said they get news from YouTube on
occasion, and 50 percent found news on In-
stagram. Next in line are Pinterest, Twitter,
Reddit and Tumblr.
When it comes to paying for news, 40 percent

of Millennials report paying for at least one
subscription themselves, including a digital
news app (14 percent), a digital magazine (11
percent), a digital subscription to a newspaper
(10 percent), or a paid e-mail newsletter (9
percent). When subscriptions paid for by oth-
ers are added, that number rises to 53 percent
who have used some type of paid subscription
for news in the last year. Interestingly, this American Trends Panel (wave 1). Survey conducted March
digital generation is more likely to have paid 19-April 29, 2014. Q22, Q24A. Based on online adults.
for non-digital versions of these products. For
instance, 21 percent say they have paid in the PEW RESEARCH CENTER
last year for a subscription to a print maga-
zine, and 16 percent for a print newspaper,
rates that are higher than for digital versions
of the same products.
Good news for publishers is the fact that

This digital generation is more
for hard news topics, Millennials tended to
look directly to original sources for informa-
likely to have paid for non-digital
tion, as opposed to social media or curation
services. versions of these products

Amedia, Norway: Amedia is the owner of 50 small newspapers in
Norway which has young people at the centre of its overall readership
strategy. The projects precise and targeted design and development
with a young-reader focus is the rationale behind Amedias success.
Their actions include studying the same 3,500 young people since 2008,
a daily youth-enhancement tip for all the groups editors, workshops
and resources for using the news in education, and an annual Young
Reader Conference for the groups newspapers. Ultimately this has led
to high daily reach, satisfaction and loyalty among children, young adults
and their families. A dedicated team is working on the youth initiative,
collaboration with universities, schools and research facilities, as well as
young people directly, and a focus on content over platform are critical
elements to ensuring a media organisations success with young readers.
Billy Penn, USA: Billy Penn is a Philadelphia-based online news publication,

employing a multitude of inventive content strategies that attract both young
and older audiences. Its product doesnt force a reader into a schedule that
isnt their schedule. Billy Penn stream is a reverse-chronological publication
of stories that we have either written or curated from other organisations.
The idea being it is the place you can go and find out whats going on
in Philadelphia without having to go to seven or eight different sites.
Jawa Pos, Indonesia: Jawa Pos believes that its future as a sustainable
print media outlet depend on how well it invests in young readers. Jawa
Pos has published a daily youth section, called DetEksi, since 2000. The
program combines news, interviews, and discussions in print with an off-
page marketing and engagement strategy. DetEksi organizes an annual youth
conference, Indonesias largest, bringing more than 5,000 middle and high
school students together to learn and compete in topics from journalism to
sports to quiz bowl. DetEksi also organizes education programs in schools,
a student journalism competition, popular regional basketball league, and
concerts. Jawa Pos has done an outstanding job with an enduring, substantial,
successful commitment to engaging young people on and off the printed
page. A 2011 Nielsen survey found that 51 percent of Jawa Pos readers
are below 30 years old. This gives the paper a strong readership base for
the future. A major Jakarta daily scored 36 percent in the same period.
32 WAN-IFRA REPORT
ANNEX 1: PRESS RELEASE
A profound shift in the newspaper business model,
evolving for years, is finally here

G
lobal newspaper circulation revenues are larger Though newspapers are now ubiquitous on all media
than newspaper advertising revenues for the platforms, the measure of their reach and influence
first time this century, according to the annual continues to be mired in the 20th century, largely
World Press Trends survey released Monday by the relying on print circulation and a variety of separate,
World Association of Newspapers and News Publish- non-standardized measures of digital reach. The chal-
ers (WAN-IFRA). lenge for the industry is to measure reach of newspa-
per content on all platforms with new metrics.
The basic assumption of the news business model
the subsidy that advertisers have long provided to The World Press Trends survey includes data from
news content is gone, said Larry Kilman, Secretary more than 70 countries, accounting for more than 90
General of WAN-IFRA, who presented the survey at percent of the global industrys value. The data is com-
the 67th World Newspaper Congress, 22nd World piled through an enormous undertaking by dozens of
Editors Forum and 25th World Advertising Forum in national newspaper and news media associations and
Washington, D.C. We can freely say that audiences generous support from global data suppliers: Zenith
have become publishers biggest source of revenue. Optimedia, IPSOS, ComScore, the Pew Research Cen-
ter, RAM, and the ITU.
Newspapers generated an estimated US$179 billion in
circulation and advertising revenue in 2014 larger The survey, presented annually at the global summit
than the book publishing, music or film industries. meetings of the worlds press, revealed:
Ninety-two billion dollars came from print and digital
circulation, while 87 billion came from advertising, the The Future is Mobile
survey said.
Eight out of 10 smartphone users check their device
This is a seismic shift from a strong business-to-busi- within 15 minutes of waking up. Its a fight for audi-
ness emphasis publishers to advertisers to a ences attention and mobile has it.
growing business-to-consumer emphasis, publishers
to audiences, said Mr. Kilman. Globally consumers spend an average of almost 2.2
hours per day with mobile (97 minutes) and tablet
Throughout the 20th century, advertising brought up (37 minutes), which together account for 37 percent
to 80 percent of revenues in some markets. The ratio of media time, ahead of television (81 minutes), the
varies from market to market: in some European and desktop (70 minutes), radio (44 minutes), and print
Asian markets, advertising might bring 40 percent of (33 minutes), according to the InMobi mobile media
revenues. consumption report.
But the survey showed that newspaper advertising rev- App usage represents about half of mobile engage-
enues are falling nearly everywhere, while circulation ment, with leading media now seeing 30 percent or
revenues are relatively stable. more of their monthly audiences coming exclusively
from mobile platforms.
Print used to be one of few traditional marketing
channels and often the one that was the most ubiqui- For the first time, desktop audience numbers are
tous for branding and logical choice for all marketers, falling. Time spent using smartphones now exceeds
said Mr. Kilman. This direct relationship of mutual web usage on computers in the United States, the Unit-
dependence no longer exists. Advertisers nowadays ed Kingdom and Italy. For 19 of the top 25 US news-
have more than 60 different advertising media chan- paper sites, mobile traffic exceeded desktop by at least
nels available to them. 10 percent, according to Pew Research. Those who
use only mobile devices to consume newspaper digital
However, in 2015 it is clear that the story of the content increased 53 percent in March 2015 from the
newspaper industry is not one of doom and gloom and same month a year ago, according to a report from the
decline. Newspapers around the world are successfully Newspaper Association of America.
proving their value to advertisers despite booming
competition. They are discovering new markets and When it comes to new revenues, we have been talking
new business models that are today as pertinent about the year of mobile for the last 10 years, Mr
to news production as advertising and circulation Kilman said. It has finally happened. In 2014, desk-
revenues. From print newspaper businesses, they top internet usage globally decreased in favor of mo-
have transformed into true multiplatform news media bile. And mobile app usage is becoming the majority of
businesses. all digital media activity in the United States.
34 WAN-IFRA REPORT
Print Circulation Rises in Print Still Pays
East, Sets in West
Globally, more than 93 percent of all newspaper
Digital Circulation Grows revenues still come from print, and print will contin-
ue to be a major source of revenue for many years to
Around 2.7 billion people around the world read come. At the same time, newspapers around the world
newspapers in print and more than 770 million on are investing efforts and are increasingly innovative in
desktop digital platforms. However, there is increas- turning the business model from two-dimensional to
ing evidence from countries with sophisticated and multi-dimensional.
robust metrics that print and digital combined are
increasing audiences for newspapers globally. Data While digital advertising represents a small part of
from Australia, for example, shows that nearly 86 per- overall newspaper revenue, it continues to grow sig-
cent of all adults read newspapers on some platform. nificantly, increasing 8 percent in 2014 and 59 percent
In the United Kingdom the figure is 83 percent. And in over five years, according to PricewaterhouseCoo-
Chile, in is nearly 82 percent. pers. But the main benefactors of digital ad spending
continue to be social media and technology compa-
Print circulation increased +6.4 percent globally in nies. Google takes the biggest share, with 38 percent
2014 from a year earlier and shows a five year growth (US$19.3 billion) of digital ad revenue. Facebook took
of +16.5 percent. This is the largely the result of cir- nearly 10 percent in 2014, and is the biggest recipient
culation increases in India and elsewhere in Asia; the of total digital display and mobile display advertising
newspaper business in India is still the healthiest print revenue.
newspaper industry in the world. Updated Indian fig-
ures have significantly affected the global picture and TV Takes Biggest Bite of Advertising
they partly come from a growing number of publica- but Internet and Mobile Gaining
tions in India.
Television continues to maintain the largest share
Circulation rose +9.8 percent in Asia in 2014 from of global advertising revenues, with just under 40
a year earlier, +1.2 in the Middle East and Africa and percent, followed by desktop and mobile internet with
+0.6 in Latin America; it fell -1.3 percent in North more than 24 percent, newspapers with 15 percent,
America, -4.5 percent in Europe and -5.3 percent in magazines with 7.3 percent, outdoor and radio with
Australia and Oceania. Over five years, newspaper around 7 percent, and cinema with half a percent.
circulation rose +32.7 percent in Asia, +3.7 percent in
the Middle East and Africa and around +3 percent in Print advertising world-wide declined -5.17 percent
Latin America; it fell -8.8 percent in North America; in 2014 from a year earlier and declined -17.51 per-
-21.3 percent in Europe and -22.3 percent in Australia cent over five years. Since it began in the mid-1990s,
and Oceania. internet advertising (both desktop and mobile) has
principally risen at the expense of print.
In mature markets, newspapers are adopting strat-
egies to make more money from fewer subscribers. Print newspaper advertising increased +4.86.percent
These include cover price increases and lowering pro- in Latin America in 2014 compared with a year earlier
duction costs by reducing the frequency of printing. and + 2.21 percent in the Middle East and North Africa,
But these practices risk alienating some segments of but fell in all other regions: -6.54 percent in Asia and the
their readership in exchange for growth in revenues. Pacific, -7.5 percent in North America, and -5.01 percent
in Europe. Over five years, print newspaper advertising
Paid digital circulation increased 56 percent in 2014 increased +27.68 percent in Latin America. It declined
and rose more than 1,420 percent over the last five -28.22 percent in North America, -23.10 percent in Eu-
years, according to PwC. One in 10 people in a Reuters rope, -22.11 percent in the Middle East and Africa, and
Institute Digital News Report survey of 10 countries -7.34 percent in Asia and the Pacific.
said they now pay for digital content. That ranges from
22 percent in Brazil to 7 percent in the United King- Internet adspend overtook total adspend on both
dom. newspapers and magazines in 2014. Over the last ten
years, internet advertising has risen from 4 percent of
total global spend to 24 percent. In the same period,
newspapers share of global spend has halved from 30
percent to 15 percent, while magazines has fallen from
13 percent to 7.3 percent.

Newspaper digital advertising revenues will not World Press Trends can tell you how many newspaper
replace high-yield print revenues, but are nevertheless titles are published world-wide. Which daily news-
significantly increasing. Newspapers digital adver- paper has the largest circulation in the world? Which
tising increased +8.5 percent in 2014 and nearly +60 country has the biggest number of top 100 dailies by
percent over five years. circulation?
WAN-IFRA, the global organisation for newspapers It can tell you the number of titles and circulation
and news publishers, is a leading provider of industry by countries, or aggregated world-wide; newspaper
research and analysis that identifies, analyses and reach, readership and media consumption trends:
publicises all important breakthroughs and opportu- online editions and online readership; top newspaper
nities that can benefit news media all over the world. advertisers and advertising categories; cover prices;
World Press Trends, the leading source of newspa- advertising expenditures and revenues; market share
per data and trends globally, has been published by of newspapers and other media; and much more.
WAN-IFRA since 1989.
The World News Media Congress continues through
The data is compiled in an interactive database and in Wednesday. Live updates are available on the confer-
an annual report, both available to WAN-IFRA mem- ence blog at http://www.wan-ifra.org/congress_blog
bers without charge. For non-members, WAN-IFRA or via Twitter: live coverage @NewsConf, curated up-
offers the database by individual access, on an annual dates @NewspaperWorld and via the hashtags #wnc15
subscription basis, and IP access that allows com- and #Editors15
panies, universities or libraries to provide access to
any number of users. Full details can be found at WAN-IFRA, based in Paris, France, and Frankfurt,
http://www.wan-ifra.org/wpt. Germany, with subsidiaries in Singapore and India, is
the global organisation of the worlds newspapers and
The World Press Trends database news publishers. It represents more than 18,000 pub-
lications, 15,000 online sites and over 3,000 compa-
The World Press Trends database contains individual nies in more than 120 countries. Its core mission is to
country reports and aggregated data and trends on defend and promote press freedom, quality journalism
circulation and readership, advertising revenues, digi- and editorial integrity and the development of pros-
tal publishing and much more. perous businesses.
The database allows users to generate custom reports, Inquiries to: Teemu Henriksson, Coordinator, World
choosing from a large number of criteria to produce Press Trends, WAN-IFRA, 96 bis, rue Beaubourg,
reports that meet their own specific needs. These can 75003 Paris France. Tel: +33 1 47 42 85 12. Fax: +33 1
be downloaded in Excel to enable in-depth analysis, 42 78 92 33. E-mail: teemu.henriksson@wan-ifra.org
benchmarks and historic trends.
The database currently includes 2006 to 2014 data

from 70 countries. The database is being expanded as
data prior to 2006 continues to be added.
36 WAN-IFRA REPORT
ANNEX 2:
WORLD PRESS TRENDS DATA
NOTE:
WAN-IFRA compiles news publishing industry data
with the assistance of a wide variety of contributors,
ranging from newspaper associations to individual
analysts, working in markets with varying systems
of measurement. WAN-IFRA promotes the value of
independent audited measurements, but sadly these
do not exist in every market. Some figures provided
are impossible to verify independently, and some are
WAN-IFRAs assessments based on historical and
regional trends. Some auditing bodies have started
to account for digital circulation, and where digital
and print circulation are provided together, the total
figure is included in the list. When data for 2014 was
unavailable, the latest available figures were used.
Please note that inclusion on this list does not
constitute endorsement by WAN-IFRA of
either the figures or position on the list.

Top 50 paid-for dailies
Pos. Title Country Language Circulation (000)
1 The Yomiuri Shimbun Japan Japanese 9190

2 The Asahi Shimbun Japan Japanese 6809
3 USA Today United States of America English 4139
4 Dainik Bhaskar India Hindi 3557
5 The Mainichi Newspapers Japan Japanese 3360
6 Cankao Xiaoxi China Chinese 3073
7 Dainik Jagran India Hindi 3034
8 The Times of India India English 2891
9 The Nikkei Japan Japanese 2732
10 People's Daily China Chinese 2603
11 The Chunichi Shimbun Japan Japanese 2529
12 Hindustan India Hindi 2301
13 The Wall Street Journal United States of America English 2276
14 Malayala Manorama India Malayalam 2240
15 BILD-Zeitung/BZ Germany German 2220
16 The New York Times United States of America English 2134
17 Amar Ujala India Hindi 1953
18 The Sun United Kingdom English 1892
19 Guangzhou Daily China Chinese 1880
20 Nanfang City News China Chinese 1853
21 Eenadu India Telugu 1821
22 Yangtze Evening News China Chinese 1790
23 Sports Nippon Japan Japanese 1770
24 Rajasthan Patrika India Hindi 1768
25 Chosun Ilbo Korea, South Korean 1757
26 Qianjiang Evening News China Chinese 1750
27 Daily Thanthi India Tamil 1738
28 Qilu Evening News China Chinese 1726
29 Nikkan Sports Japan Japanese 1662
30 Daily Mail United Kingdom English 1649
31 Tokyo Sports Japan Japanese 1607
32 The Sankei Shimbun Japan Japanese 1604
33 Information Times China Chinese 1570
34 Metro Express China Chinese 1531
35 Mathrubhumi India Malayalam 1464
36 Hochi Shimbun Japan Japanese 1427
37 Lokmat India Marathi 1406
38 Global Times China Chinese 1372
39 Daily Sakal India Marathi 1317
40 The Hindu India English 1314
41 Dinakaran India Tamil 1309
42 Sankei Sports Japan Japanese 1272
43 Joongang Ilbo Korea, South Korean 1264
44 Sakshi India Telugu 1258
45 Chutian Metro Daily China Chinese 1210
46 Hindustan Times India English 1188
47 Penisula City News China Chinese 1180
48 Patrika India Hindi 1157
49 Ananda Bazar Patrika India Bengali 1135
50 Punjab Kesari India Hindi 1102
38 WAN-IFRA REPORT
Total paid-for and free dailies, total average circulation (000)
Average circulation/
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Austria 2924 3115 3024 2986 2905 -0.6% -2.7% 7301 397.9
Belgium 1622 1598 1564 1520 1496 -7.8% -1.6% 9309 160.7
Bulgaria 1142 1262 852 6226
Croatia 493 457 441 300 265 -46.2% -11.7% 3614 73.3
Czech Republic 1543 1435 1349 1284 1209 -21.6% -5.8% 8920 135.5
Denmark 1421 967 1249 1068 1088 -23.4% 1.9% 4657 233.6
Estonia 218 211 204 184 178 -18.5% -3.5% 1104 160.8
Finland 1975 1912 1780 1656 1541 -22.0% -6.9% 4564 337.6
France 9461 9852 9485 9130 8924 -5.7% -2.3% 54179 164.7
Germany 19090 18522 18021 17242 16307 -14.6% -5.4% 70364 231.7
Hungary 1444 1522 1379 1267 1210 -16.2% -4.5% 8408 143.9
Ireland 760 689 643 600 490 -35.5% -18.3% 3616 135.5
Italy 8581 5973 5691 4781 4168 -51.4% -12.8% 52718 79.1
Lithuania 309 282 261 219 176 -43.0% -19.6% 2482 70.9
Luxembourg 245 296 296 459
Netherlands 4544 4443 4106 3829 3555 -21.8% -7.2% 13993 254.1
Norway 1864 1803 1725 1632 1540 -17.4% -5.7% 4181 368.2
Poland 3367 3201 2820 2509 2190 -34.9% -12.7% 32291 67.8
Portugal 878 756 573 904 3.0% 8877 101.8
Romania 1620 906 766 656 550 -66.0% -16.2% 16903 32.5
Russian Federation 9545 9059 8825 8597 8375 -12.3% -2.6% 120608 69.4
Serbia 1005 850 750 650 582 -42.1% -10.5% 5986 97.2
Slovakia 404 381 352 300 278 -31.2% -7.3% 4600 60.4
Slovenia 359 333 251 229 -8.8% 1766 129.7
Spain 3758 3510 3008 2660 2350 -37.5% -11.7% 39234 59.9
Sweden 3774 3428 2894 3308 3082 -18.3% -6.8% 8029 383.9
Switzerland 3097 3051 2978 2849 2790 -9.9% -2.1% 6986 399.4
Ukraine 2833 2440 2517 2419 2325 -17.9% -3.9% 38703 60.1
United Kingdom 14600 13927 12805 12042 11999 -17.8% -0.4% 53174 225.7
Asia
China 109902 108111 120061 131734 137838 25.4% 4.6% 1117331 123.4
India 109937 175702 196951 224338 264290 140.4% 17.8% 903071 292.7
Indonesia 8744 9256 9457 9583 10994 25.7% 14.7% 180863 60.8
Japan 49406 48429 47862 47083 45447 -8.0% -3.5% 110646 410.7
Korea, South 16020 15725 12539 11556 10650 -33.5% -7.8% 43112 247.0
Malaysia 2745 2896 2899 2928 2758 0.5% -5.8% 22430 123.0
Singapore 1541 1533 1464 1419 1355 -12.1% -4.5% 4612 293.7
Thailand 7617 7717 7767 7817 7867 3.3% 0.6% 55256 142.4
Turkey 4619 4732 4748 5077 4906 6.2% -3.4% 56652 86.6
40 WAN-IFRA REPORT
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
America, North
Canada 5927 5910 6011 5630 5310 -10.4% -5.7% 29689 178.8
United States of America 46709 46717 45729 43008 42716 -8.5% -0.7% 256765 166.4
America, South
Argentina 1479 1440 1354 1403 1395 -5.6% -0.6% 31758 43.9
Brazil 8358 8651 8806 8480 8478 1.4% 0.0% 154295 54.9
Chile 745 724 689 708 14074
Mexico 5328 6212 6427 6642 6860 28.8% 3.3% 89200 76.9
Australia & Oceania
Australia 2817 2711 2548 2281 2008 -28.7% -12.0% 19001 105.7
New Zealand 634 619 596 551 519 -18.2% -5.8% 3602 144.0
Africa
South Africa 1733 1683 1436 1346 1263 -27.1% -6.2% 38128 33.1
Source for population data: World Bank, 2014

Total paid-for and free dailies, number of titles
Number of titles/
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Austria 18 18 18 18 18 0.0% 0.0% 7301 2.5
Belarus 33 33 9 8001
Belgium 25 25 25 25 25 0.0% 0.0% 9309 2.7
Bulgaria 71 71 62 62 6226
Croatia 17 16 14 13 13 -23.5% 0.0% 3614 3.6
Czech Republic 81 82 82 81 81 0.0% 0.0% 8920 9.1
Denmark 37 35 32 31 31 -16.2% 0.0% 4657 6.7
Estonia 11 11 11 10 10 -9.1% 0.0% 1104 9.1
Finland 51 49 49 47 46 -9.8% -2.1% 4564 10.1
France 119 121 120 123 118 -0.8% -4.1% 54179 2.2
Germany 353 353 350 345 349 -1.1% 1.2% 70364 5.0
Hungary 30 31 31 31 31 3.3% 0.0% 8408 3.7
Ireland 10 10 10 10 9 -10.0% -10.0% 3616 2.5
Italy 95 101 103 113 111 16.8% -1.8% 52718 2.1
Latvia 16 13 12 12 0.0% 1688 7.1
Lithuania 18 18 17 14 10 -44.4% -28.6% 2482 4.0
Luxembourg 8 8 8 459
Netherlands 30 30 32 30 30 0.0% 0.0% 13993 2.1
Norway 73 73 73 74 72 -1.4% -2.7% 4181 17.2
Poland 38 38 36 36 36 -5.3% 0.0% 32291 1.1
Portugal 18 23 18 17 -5.6% 8877 1.9
Romania 59 53 46 45 42 -28.8% -6.7% 16903 2.5
Russian Federation 572 572 546 546 120608
Serbia 12 12 13 11 11 -8.3% 0.0% 5986 1.8
Slovakia 9 9 9 9 4599
Slovenia 8 8 9 1766
Spain 134 116 113 110 110 -17.9% 0.0% 39234 2.8
Sweden 91 93 89 81 84 -7.7% 3.7% 8029 10.5
Switzerland 81 82 79 79 79 -2.5% 0.0% 6985 11.3
Ukraine 38 35 31 55 38703
United Kingdom 114 108 106 105 109 -4.4% 3.8% 53174 2.0
42 WAN-IFRA REPORT
Number of titles/
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Asia
China 982 970 970 970 1117330
India 2796 4397 4929 5767 6730 140.7% 16.7% 903071 7.5
Indonesia 348 401 400 394 431 23.9% 9.4% 180863 2.4
Israel 12 12 11 13 12 0.0% -7.7% 5925 2.0
Japan 107 107 106 105 105 -1.9% 0.0% 110646 0.9
Korea, South 330 363 324 324 43112
Malaysia 34 32 32 40 25 -26.5% -37.5% 22430 1.1
Singapore 10 10 10 10 10 0.0% 0.0% 4612 2.2
Sri Lanka 18 17 21 16.7% 15446 1.4
Turkey 68 69 74 74 80 17.6% 8.1% 56652 1.4
America, North
Canada 123 109 109 113 95 -22.8% -15.9% 29689 3.2
America, South
Argentina 48 44 44 37 47 -2.1% 27.0% 31758 1.5
Brazil 652 684 727 722 784 20.2% 8.6% 154295 5.1
Chile 52 65 65 65 14074
Colombia 45 60 61 60 57 26.7% -5.0% 35555 1.6
Ecuador 47 47 47 47 11248
Peru 100 101 101 101 22036
Venezuela 109 109 109 109 22140
Australia & Oceania
Australia 52 51 52 51 50 -3.8% -2.0% 19001 2.6
New Zealand 21 21 21 21 21 0.0% 0.0% 3602 5.8
Africa
South Africa 20 20 21 21 21 5.0% 0.0% 38127 0.6

Total paid-for dailies, total average circulation (000)
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Austria 2009 1997 1980 1862 1838 -8.5% -1.3% 7301 251.8
Belarus 1816 1814 1814 8001
Belgium 1374 1348 1321 1299 1299 -5.5% 0.0% 9309 139.5
Bulgaria 975 1095 827 827 6226
Croatia 439 404 378 299 299 -32.0% 0.0% 3614 82.6
Czech Republic 1246 1138 1052 942 875 -29.8% -7.1% 8920 98.1
Denmark 999 967 902 799 763 -23.6% -4.5% 4657 163.8
Estonia 218 211 204 184 178 -18.5% -3.5% 1104 160.8
Finland 1975 1912 1780 1656 1541 -22.0% -6.9% 4564 337.6
France 7273 7115 6841 6537 6324 -13.0% -3.3% 54179 116.7
Germany 19090 18522 18021 17242 16307 -14.6% -5.4% 70364 231.7
Hungary 1153 1237 1023 915 859 -25.5% -6.1% 8408 102.2
Ireland 700 625 581 537 490 -30.0% -8.8% 3616 135.5
Italy 4581 4273 3991 3457 3218 -29.8% -6.9% 52718 61.0
Lithuania 309 282 261 219 176 -43.0% -19.6% 2482 70.9
Luxembourg 110 112 112 459
Netherlands 3455 3359 3240 3063 2903 -16.0% -5.2% 13993 207.5
Norway 1864 1803 1725 1632 1540 -17.4% -5.7% 4181 368.2
Poland 2968 2810 2472 2216 1975 -33.5% -10.9% 32291 61.2
Portugal 533 480 413 223 -58.2% 8877 25.1
Romania 1053 789 655 548 450 -57.3% -17.9% 16903 26.6
Russian Federation 8510 8024 8024 120608
Serbia 845 705 645 500 500 -40.8% 0.0% 5986 83.5
Slovakia 404 381 352 300 300 -25.7% 0.0% 4600 65.2
Slovenia 248 227 166 166 0.0% 1766 94.0
Spain 3758 3520 3008 2550 2350 -37.5% -7.8% 39234 59.9
Sweden 3081 2667 2156 2596 2432 -21.1% -6.3% 8029 302.9
Switzerland 2067 1995 1920 1810 1810 -12.4% 0.0% 6986 259.1
Ukraine 2716 2440 2517 2517 38703
United Kingdom 12566 11755 10737 9852 9820 -21.9% -0.3% 53174 184.7
44 WAN-IFRA REPORT
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Asia
China 106372 105261 116321 116321 1117331
India 109900 175665 196951 224338 264290 140.5% 17.8% 903071 292.7
Indonesia 8744 9256 9457 9583 10994 25.7% 14.7% 180863 60.8
Japan 49322 48345 47778 46999 45363 -8.0% -3.5% 110646 410.0
Korea, South 12800 12505 10929 10929 43112
Malaysia 2401 2596 2547 2574 2402 0.0% -6.7% 22430 107.1
Singapore 964 956 915 873 824 -14.5% -5.6% 4612 178.6
Sri Lanka 590 590 602 2.0% 15446 39.0
Turkey 4619 4732 4748 5077 4906 6.2% -3.4% 56652 86.6
America, North
Canada 4361 4303 4210 4190 4041 -7.3% -3.6% 29689 136.1
America, South
Argentina 1080 1157 1043 993 926 -14.2% -6.7% 31758 29.2
Brazil 8358 8651 8806 8480 8478 1.4% 0.0% 154295 54.9
Chile 554 528 510 510 14074
Australia & Oceania
Australia 2817 2711 2548 2281 2008 -28.7% -12.0% 19001 105.7
New Zealand 634 619 596 551 519 -18.2% -5.8% 3602 144.0
Africa
South Africa 1596 1514 1433 1346 1346 -15.7% 0.0% 38128 35.3

Total paid-for dailies, number of titles
Number of titles/
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Austria 15 15 15 15 15 0.0% 0.0% 7301 2.1
Belarus 33 33 9 8001
Belgium 23 23 23 23 23 0.0% 0.0% 9309 2.5
Bulgaria 70 70 61 61 6226
Croatia 15 14 11 13 3614
Czech Republic 79 80 80 79 79 0.0% 0.0% 8920 8.9
Denmark 34 32 30 30 30 -11.8% 0.0% 4657 6.4
Estonia 11 11 11 10 10 -9.1% 0.0% 1104 9.1
Finland 50 48 48 46 45 -10.0% -2.2% 4564 9.9
France 85 85 83 84 84 -1.2% 0.0% 54179 1.6
Germany 353 353 350 345 349 -1.1% 1.2% 70364 5.0
Hungary 29 30 30 30 30 3.4% 0.0% 8408 3.6
Ireland 9 9 9 9 9 0.0% 0.0% 3616 2.5
Italy 90 97 103 111 109 21.1% -1.8% 52718 2.1
Latvia 16 13 12 12 0.0% 1688 7.1
Lithuania 17 18 17 14 10 -41.2% -28.6% 2482 4.0
Luxembourg 6 5 5 459
Netherlands 28 28 29 28 28 0.0% 0.0% 13993 2.0
Norway 73 73 73 74 72 -1.4% -2.7% 4181 17.2
Poland 37 37 35 35 35 -5.4% 0.0% 32291 1.1
Portugal 14 19 18 14 0.0% 8877 1.6
Romania 55 50 44 43 40 -27.3% -7.0% 16903 2.4
Serbia 11 11 12 10 10 -9.1% 0.0% 5986 1.7
Slovakia 9 9 9 9 0.0% 4599 2.0
Slovenia 7 7 8 8 0.0% 1766 4.5
Spain 134 116 113 110 110 -17.9% 0.0% 39234 2.8
Sweden 83 82 78 75 79 -4.8% 5.3% 8029 9.8
Ukraine 38 35 31 31 38703
United Kingdom 99 95 94 93 96 -3.0% 3.2% 53174 1.8
46 WAN-IFRA REPORT
Number of titles/
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Asia
China 972 960 960 960 1117330
India 2795 4396 4929 5767 6730 140.8% 16.7% 903071 7.5
Indonesia 348 401 400 394 431 23.9% 9.4% 180863 2.4
Israel 10 10 9 11 10 0.0% -9.1% 5925 1.7
Japan 106 106 105 104 104 -1.9% 0.0% 110646 0.9
Korea, South 304 352 324 324 43112
Malaysia 31 31 31 38 24 -22.6% -36.8% 22430 1.1
Singapore 8 8 8 8 8 0.0% 0.0% 4612 1.7
Sri Lanka 18 17 21 16.7% 15446 1.4
Turkey 68 69 74 74 80 17.6% 8.1% 56652 1.4
America, North
Canada 94 95 95 94 92 -2.1% -2.1% 29689 3.1
America, South
Argentina 41 40 40 37 36 -12.2% -2.7% 31758 1.1
Chile 50 60 60 60 14074
Colombia 45 56 57 56 53 17.8% 5.4% 35555 1.5
Costa Rica 6 6 6 3797
Mexico 505 505 505 89200
Australia & Oceania
Australia 48 47 48 47 47 -2.1% 0.0% 19001 2.5
New Zealand 21 21 21 21 21 0.0% 0.0% 3602 5.8
Africa
South Africa 20 20 21 21 21 5.0% 0.0% 38127 0.6

Free dailies, total average circulation (000)
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Austria 915 1117 1044 1124 1067 16.6% -5.1% 7301 146.1
Belgium 248 250 243 221 221 -10.9% 0.0% 9309 23.7
Bulgaria 167 167 25 25 6226
Croatia 54 53 63 1 3614
Czech Republic 327 297 368 342 334 2.1% -2.3% 8920 37.4
Denmark 422 347 269 325 -23.0% 20.8% 4657 69.8
France 2188 2737 2644 2593 2600 18.8% 0.3% 54179 48.0
Hungary 291 285 356 352 351 20.6% -0.3% 8408 41.7
Ireland 60 64 62 62 0 3616
Italy 4000 1700 1700 1058 950 -76.3% -10.2% 52718 18.0
Luxembourg 135 184 184 459
Netherlands 1099 1084 866 767 652 -40.7% -14.9% 13993 46.6
Poland 399 392 348 293 216 -46.0% -26.4% 32291 6.7
Portugal 345 179 160 697 102.0% 8877 78.5
Romania 567 117 111 108 100 -82.4% -7.4% 16903 5.9
Slovenia 111 106 85 1766
Sweden 693 761 738 712 650 -6.2% -8.7% 8029 81.0
Switzerland 1030 1056 1058 1039 6986
Ukraine 117 0 38703
United Kingdom 2034 2172 2068 2190 2179 7.1% -0.5% 53174 41.0
Asia
China 3530 2850 3740 3740 1117331
Japan 84 84 84 84 84 0.0% 0.0% 110646 0.8
Korea, South 3220 3220 1610 1610 43112
Malaysia 344 300 352 354 335 -2.6% -5.4% 22430 14.9
Singapore 577 578 549 546 531 -8.0% -2.8% 4612 115.1
America, North
Canada 1566 1607 1801 1439 1268 -19.0% -11.9% 29689 42.7
America, South
Argentina 399 283 311 410 469 17.5% 14.4% 31758 14.8
Chile 191 196 179 179 14074
Africa
South Africa 137 169 3 0 38128
48 WAN-IFRA REPORT
Free dailies, number of titles
Number of titles/
(copies per 000)

Adult population
adult population
(000)
2010
2014
2013
2012
2011
Europe
Austria 3 3 3 3 3 7301 0.41
Belgium 2 2 2 2 2 9309 0.21
Bulgaria 1 1 1 1 1 6226 0.16
Croatia 2 2 3 0 3614
Czech Republic 2 2 2 2 2 8920 0.22
Denmark 3 3 2 1 1 4657 0.21
Finland 1 1 1 1 1 4564 0.22
France 32 35 37 39 34 54179 0.63
Hungary 1 1 1 1 1 8408 0.12
Ireland 1 1 1 1 0 3616
Italy 5 10 52718
Netherlands 3 3 3 2 2 13993 0.14
Poland 1 1 1 1 1 32291 0.03
Portugal 4 4 3 3 8877 0.34
Romania 4 3 2 2 2 16903 0.12
Serbia 1 1 1 1 5986
Slovenia 1 1 1 1766
Sweden 8 11 11 6 5 8029 0.62
Switzerland 3 4 4 4 4 6986 0.57
Ukraine 2 0 1 38703
United Kingdom 15 13 12 12 13 53174 0.24
Asia
China 10 10 10 10 1117330
Israel 2 2 2 2 2 5925 0.34
Japan 1 1 1 1 1 110646 0.01
Malaysia 3 1 1 2 1 22430 0.04
Singapore 2 2 2 2 2 4612 0.43
America, North
Canada 29 14 14 7 3 29689 0.10
America, South
Argentina 7 4 4 11 31758 0.35
Chile 2 5 5 5 14074
Colombia 3 4 4 4 4 35555 0.11
Australia & Oceania
Australia 4 4 4 4 3 19001 0.16
Africa
South Africa 1 1 1 0 38127

Non-dailies, total average circulation (000)
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Bulgaria 4248 2902
Czech Republic 12823 9508 821 -93.6% 8920 92.0
Denmark 6267 6057 5625 5554 5429 -13.4% -2.3% 4657 1165.8
Estonia 285 350 353 328 302 5.8% -8.0% 1104 273.1
Finland 845 783 739 614 -27.3% 4564 134.5
Germany 93095 94681 94648 95739 93142 0.1% -2.7% 70364 1323.7
Ireland 1026 1508 1508 1508 1468 43.1% -2.6% 3616 406.0
Lithuania 1644 1553 1466 1260 1195 -27.3% -5.2% 2482 481.5
Luxembourg 254 287 287
Norway 730 709 679 601 605 -17.1% 0.6% 4181 144.7
Poland 496 474 450 403 364 -26.5% -9.7% 32291 11.3
Romania 3305 82 83 81 322 -90.3% 297.5% 16903 19.0
Slovenia 2110 1989 1902 1766
Sweden 3470 3391 3568 3606 3558 2.5% -1.3% 8029 443.2
United Kingdom 20041 16987 15225 14178 13187 -34.2% -7.0% 53174 248.0
Asia
China 108005 104210 104210 1117331
Indonesia 1084 992 624 538 767 -29.3% 42.6% 180863 4.2
Japan 21975 21900 -0.3% 110646 197.9
Malaysia 22 72 22 240 378 1618.2% 57.5% 22430 16.9
Singapore 37 34 30 29 28 -24.1% -1.5% 4612 6.2
America, North
Canada 19613 20578 4.9% 29689 693.1
Africa
South Africa 6781 8039 7857 8248 38128
50 WAN-IFRA REPORT
Non-dailies, number of titles
Number of titles/
(copies per 000)

Adult population
adult population
(000)
2010
2014
2013
2012
2011
Europe
Austria 247 248 255 248 273 7301 37.4
Belarus 630 645 645 8001 80.6
Belgium 2 2 2 2 2 9309 0.2
Bulgaria 384 157 157 6226
Czech Republic 456 417 1 8920 0.1
Denmark 256 256 242 241 238 4657 51.1
Estonia 28 29 30 27 27 1104 24.5
Finland 183 194 189 189 189 4564 41.4
Germany 1410 1429 1431 1456 1427 70364 20.3
Ireland 146 148 139 139 139 3616 38.4
Latvia 73 69 67 70 1688 41.5
Lithuania 259 244 235 229 229 2482 92.3
Norway 157 155 154 155 158 4181 37.8
Poland 18 18 17 16 15 32291 0.5
Portugal 37 25 24 16 8877 1.8
Romania 24 4 5 5 3 16903 0.2
Slovenia 135 138 135 1766
Sweden 174 180 189 189 186 8029 23.2
Ukraine 2309 2231 2312 2216 38703
United Kingdom 1076 985 945 929 882 53174 16.6
Asia
China 957 958 958 958 1117330
Indonesia 240 284 230 220 222 180863 1.2
Israel 170 188 190 179 5925
Japan 205 206 110646 1.9
Malaysia 2 2 2 9 3 22430 0.1
Singapore 2 2 2 2 2 4612 0.4
America, North
Canada 1045 1042 1029 1019 1040 29689 35.0
Costa Rica 50 50 50 3797
America, South
Brazil 3404 3530 4108 4064 154295
Chile 6 42 42 42 14074
Colombia 4 4 4 4 4 35555 0.1
Australia & Oceania
Australia 492 499 499 449 450 19001 23.7
New Zealand 167 167 167 167 167 3602 46.4
Africa
South Africa 262 294 297 293 38127

Sundays, total average circulation (000)
(copies per 000)

Adult population
adult population
2014/2010 in %
2014/2013 in %
(000)
2010
2014
2013
2012
2011
Europe
Belgium 775 779 783 783 0.0% 9309 84.1
Czech Republic 351 319 312 260 237 -32.5% -8.8% 8920 26.6
Denmark 1981 2086 1946 1836 1784 -9.9% -2.8% 4657 383.1
France 4342 4360 4244 4121 4010 -7.6% -2.7% 54179 74.0
Germany 24531 25023 24876 23450 22913 -6.6% -2.3% 70364 325.6
Hungary 418 381 357 297 243 -41.9% -18.2% 8408 28.9
Ireland 991 902 834 773 712 -28.2% -7.9% 3616 196.9
Romania 263 226 169 163 134 -49.0% -17.8% 16903 7.9
Slovakia 52 49 43 43 4600
Slovenia 107 202 167 1766
Switzerland 1181 1136 1157 1145 1145 -3.0% 0.0% 6986 163.9
United Kingdom 10556 9005 8868 8748 6747 -36.1% -22.9% 53174 126.9
Asia
Malaysia 2741 2925 2839 2669 2337 -14.7% -12.4% 22430 104.2
Singapore 971 959 918 861 809 -16.6% -6.0% 4612 175.5
America, North
Australia & Oceania
Australia 3155 3017 2802 2487 1973 -37.5% -20.7% 19001 103.8
New Zealand 308 303 273 256 244 -21.0% -4.6% 3602 67.7
Africa
South Africa 1766 1345 1607 1335 1335 -24.4% 0.0% 38128 35.0
52 WAN-IFRA REPORT
Number of titles/
(copies per 000)

Adult population
adult population
(000)
2010
2014
2013
2012
2011
Europe
Belgium 5 5 5 5 5 9309 0.54
Bulgaria 5 6226
Czech Republic 3 3 3 3 3 8920 0.34
Denmark 11 11 11 11 11 4657 2.36
France 42 44 44 45 45 54179 0.83
Germany 269 273 273 265 252 70364 3.58
Hungary 4 4 4 4 4 8408 0.48
Ireland 9 6 6 6 7 3616 1.94
Romania 5 5 5 5 4 16903 0.24
Slovakia 1 1 1 1 4600
Slovenia 2 3 3 1766
Switzerland 17 17 18 18 18 6986 2.58
United Kingdom 26 25 24 23 25 53174 0.47
Asia
Indonesia 1 0 180863
Israel 9 9 9 10 9 5925 1.52
Japan 110646
Malaysia 27 29 29 34 23 22430 1.03
Singapore 7 8 7 7 7 4612 1.52
Sri Lanka 3 20 15446 1.29
Turkey 1 1 1 0 56652 0.00
America, North
United States of America 919 900 981 934 923 256765 3.59
America, South
Chile 1 2 2 14074
Australia & Oceania
Australia 12 11 11 11 11 19001 0.58
New Zealand 3 3 3 3 3 3602 0.83
Africa
South Africa 14 11 13 12 12 38127 0.31

Total advertising expenditure (US$, million, current prices)
2010 2011 2012 2013 2014
Europe
Austria 3,736 2,192 2,167 2,171 2,163
Belarus 98 70 81 108 116
Belgium 4,198 4,346 4,371 4,481 4,559
Bulgaria 615 650 696 775 810
Croatia 1,547 258 233 218 216
Czech Republic 941 993 996 980 1,007
Denmark 1,997 2,128 2,067 2,037 2,077
Estonia 81 87 88 93 97
Finland 1,549 1,652 1,646 1,519 1,492
France 11,738 12,654 12,391 12,081 11,990
Germany 21,751 22,382 22,056 22,104 22,428
Greece 2,274 1,664 1,286 1,229 1,326
Hungary 659 649 652 669 652
Ireland 919 892 877 855 894
Italy 8,002 10,125 9,116 8,348 8,343
Latvia 87 130 134 139 143
Lithuania 128 134 136 135 138
Netherlands 4,765 4,804 4,566 4,419 4,529
Norway 1,954 2,100 2,135 2,187 2,129
Poland 1,979 2,019 1,908 1,807 1,851
Portugal 982 855 710 652 714
Romania 458 440 395 383 396
Russian Federation 3,539 4,305 4,889 5,427 5,661
Serbia 180 176 197 183 183
Slovakia 618 610 615 611 643
Slovenia 752 805 785 913 952
Spain 7,094 6,667 5,614 5,160 5,489
Sweden 2,876 3,172 3,157 3,134 3,256
Switzerland 5,006 5,320 5,355 5,412 5,567
Ukraine 666 764 828 893 436
United Kingdom 18,915 19,346 19,767 20,776 22,511
54 WAN-IFRA REPORT
2010 2011 2012 2013 2014
Asia
Bahrain 96 33 36 38 38
China 28,494 33,625 37,295 41,340 45,325
Hong Kong 1,778 2,075 2,380 2,503 2,607
India 3,873 4,252 4,591 4,956 5,901
Indonesia 3,145 3,618 4,357 5,352 5,781
Israel 1,041 1,004 898 939 902
Japan 33,827 33,284 34,606 35,303 36,672
Korea, South 9,541 10,385 11,082 11,144 11,417
Kuwait 386 354 333 325 326
Lebanon 181 151 136 130 129
Malaysia 1,715 1,858 1,903 1,964 2,248
Oman 9 8 7 55 55
Pakistan 370 374 381 390 443
Philippines 1,390 1,399 1,737 1,910 2,078
Qatar 111 88 79 75 74
Saudi Arabia 635 596 593 602 609
Singapore 1,740 1,879 1,843 2,030 1,997
Thailand 3,254 3,432 3,633 3,621 3,873
Turkey 1,549 1,992 2,180 2,467 2,931
United Arab Emirates 629 528 482 493 528
Vietnam 557 596 703 896 996
America, North
Canada 8,964 9,361 9,679 9,749 9,885
United States of America 151,665 154,647 161,815 167,936 176,236
America, South
Argentina 1,458 1,918 2,412 3,169 4,426
Brazil 9,741 10,586 11,245 12,044 12,755
Chile 941 1,089 1,114 1,159 1,186
Colombia 1,193 2,157 2,388 2,516 2,652
Costa Rica 255 304 311 272 299
Ecuador 369 455 410 422 448
Mexico 4,698 4,300 4,643 5,140 5,696
Peru 514 595 650 715 756
Venezuela 472 982 1,156 1,174 1,209
Australia & Oceania
Australia 10,173 10,127 10,126 10,359 10,366
New Zealand 1,584 1,618 1,602 1,687 1,776
Africa
Egypt 520 314 350 328 359
South Africa 2,714 2,997 2,978 3,201 3,521

Newspaper advertising expenditure (US$, million, current prices)
2010 2011 2012 2013 2014
Europe
Austria 1,461 924 891 848 805
Belgium 1,101 1,092 1,075 1,123 1,133
Bulgaria 51 55 60 56 61
Czech Republic 154 131 111 103 94
Denmark 647 645 595 551 507
Estonia 23 24 23 22 22
Finland 677 702 696 586 544
France 1,288 1,285 1,202 1,134 1,054
Germany 7,197 7,164 6,679 6,196 5,976
Greece 458 366 272 269 247
Hungary 109 102 96 99 98
Ireland 224 224 192 165 150
Italy 1,280 1,431 1,161 934 843
Latvia 10 14 12 12 12
Lithuania 24 24 22 20 18
Netherlands 1,321 1,207 1,011 843 809
Norway 782 816 754 687 575
Poland 147 135 108 81 65
Portugal 55 55 54 43 45
Romania 18 15 12 10 10
Serbia 27 27 27 23 21
Slovakia 74 65 64 57 56
Slovenia 107 121 105 91 88
Spain 1,449 1,252 991 850 840
Sweden 999 1,005 883 765 697
Switzerland 1,452 1,503 1,407 1,312 1,344
Ukraine 88 75 75 71 27
United Kingdom 4,281 3,916 3,515 3,229 2,958
56 WAN-IFRA REPORT
2010 2011 2012 2013 2014
Asia
Bahrain 62 25 27 28 28
China 6,147 7,564 7,033 6,442 5,482
Hong Kong 510 583 662 714 700
India 1,685 1,896 2,117 2,209 2,559
Indonesia 1,138 1,380 1,575 1,781 1,818
Israel 321 309 256 228 201
Japan 5,340 5,001 5,212 5,152 5,057
Korea, South 2,923 2,815 2,634 2,400 1,811
Kuwait 257 244 231 231 233
Lebanon 38 30 29 26 26
Malaysia 851 953 941 969 1,017
Oman 8 7 6 49 48
Pakistan 69 69 69 69 69
Philippines 167 167 165 167 159
Qatar 99 79 71 67 65
Saudi Arabia 432 410 390 390 386
Singapore 690 707 680 714 680
Thailand 607 613 609 631 558
Turkey 367 409 432 442 501
United Arab Emirates 387 302 272 272 291
Vietnam 61 60 54 55 52
America, North
Canada 1,814 1,700 1,742 1,449 1,238
United States of America 29,669 27,147 24,975 22,977 21,369
America, South
Argentina 487 671 815 994 1,217
Brazil 1,220 1,266 1,275 1,227 1,097
Chile 254 290 281 281 279
Colombia 214 537 566 594 624
Costa Rica 72 84 84 97 107
Ecuador 98 95 101 93 91
Mexico 462 334 328 321 315
Peru 91 98 103 106 107
Venezuela 121 263 306 267 181
Australia & Oceania
Australia 2,999 2,760 2,343 1,950 1,659
New Zealand 489 454 421 386 388
Africa
Egypt 393 236 262 245 262
South Africa 816 874 659 669 710

Internet users (000)
Adult
2010 2011 2012 2013 2014 population
in (000)
Europe
Austria 6,303 6,608 6,747 6,836 6,913 7,301
Belarus 3,008 3,756 4,440 5,128 5,589 8,001
Belgium 8,159 9,016 8,983 9,189 9,541 9,309
Bulgaria 3,487 3,526 3,792 3,855 4,010 6,226
Croatia 2,502 2,474 2,643 2,841 2,905 3,614
Czech Republic 7,243 7,399 7,718 7,792 8,378 8,920
Denmark 4,919 5,003 5,159 5,313 5,413 4,657
Estonia 993 1,015 1,037 1,046 1,107 1,104
Finland 4,660 4,780 4,866 4,977 5,047 4,564
France 51,966 50,846 53,453 54,002 55,444 54,179
Germany 66,996 66,477 66,231 67,879 69,719 70,364
Greece 5,026 5,745 6,109 6,602 6,926 9,352
Hungary 6,506 6,783 7,002 7,187 7,508 8,408
Iceland 296 302 309 313 322 260
Ireland 3,130 3,428 3,528 3,598 3,676 3,616
Italy 32,468 32,296 33,241 35,212 38,004 52,718
Latvia 1,535 1,437 1,487 1,514 1,509 1,688
Lithuania 2,063 1,927 2,009 2,025 2,113 2,482
Luxembourg 458 467 488 510 526 459
Netherlands 15,071 15,261 15,559 15,789 15,703 13,993
Norway 4,562 4,631 4,750 4,828 4,946 4,181
Poland 23,798 23,580 23,717 23,908 25,305 32,291
Portugal 5,673 5,833 6,345 6,494 6,716 8,877
Romania 8,562 8,061 9,203 9,945 10,768 16,903
Russian Federation 60,953 70,051 91,363 97,542 101,422 120,608
Serbia 2,982 3,053 3,463 3,690 3,814 5,986
Slovakia 4,114 4,019 4,148 4,216 4,334 4,600
Slovenia 1,437 1,382 1,406 1,497 1,476 1,766
Spain 30,322 31,598 32,652 33,396 35,356 39,234
Sweden 8,441 8,766 8,870 9,100 8,965 8,029
Switzerland 6,565 6,741 6,813 6,984 7,125 6,986
Ukraine 10,688 13,121 16,081 18,651 19,687 38,703
United Kingdom 53,351 54,010 55,725 57,596 59,098 53,174
Asia
Armenia 741 949 1,113 1,247 1,382 2,380
Bahrain 694 995 1,160 1,199 1,223 1,057
Bangladesh 5,502 6,879 7,735 10,382 15,217 111,770
China 459,037 514,802 571,346 621,680 672,585 1,117,331
Georgia 1,198 1,413 1,659 1,943 2,203 3,687
Hong Kong 5,089 5,106 5,216 5,333 5,399 6,394
India 87,820 122,970 155,576 189,073 228,132 903,071
Indonesia 26,194 29,939 35,845 37,330 43,332 180,863
Iran 9,617 15,839 21,017 24,318 30,878 59,683
Iraq 774 1,588 2,313 3,074 3,873 20,688
Israel 5,124 5,349 5,601 5,706 5,870 5,925
Japan 99,666 101,045 101,407 114,235 115,156 110,646
58 WAN-IFRA REPORT
Jordan 1,645 2,157 2,338 2,649 2,907 4,382
Kazakhstan 5,547 8,378 8,952 9,199 9,490 12,786
Korea, South 41,356 41,695 42,039 42,571 42,523 43,112
Kuwait 1,680 2,055 2,290 2,542 2,738 2,622
Lebanon 1,847 2,279 2,710 3,150 3,369 3,602
Malaysia 15,990 17,543 19,240 19,901 20,377 22,430
Oman 997 1,452 1,988 2,414 2,757 3,038
Pakistan 29,129 15,855 17,844 19,854 25,548 123,547
Philippines 23,315 27,565 35,042 36,406 39,728 66,276
Qatar 1,435 1,319 1,421 1,850 2,075 1,958
Saudi Arabia 11,254 13,187 15,275 17,441 18,708 20,960
Singapore 3,604 3,680 3,825 4,373 4,485 4,612
Sri Lanka 2,503 3,130 3,717 4,486 5,325 15,446
Syria 4,232 4,941 5,443 5,986 6,545 15,193
Thailand 15,483 15,759 17,671 19,393 23,454 55,256
Turkey 28,970 31,463 33,395 34,656 38,707 56,652
United Arab Emirates 5,108 6,962 7,825 8,225 8,539 7,959
Vietnam 23,960 30,805 35,056 39,382 43,832 70,245
Yemen 2,970 3,473 4,161 4,881 5,630 15,068
America, North
Canada 27,389 28,505 28,846 30,166 30,963 29,689
United States of America 228,698 217,362 249,091 266,491 278,554 256,765
America, South
Argentina 18,168 20,772 22,927 24,826 27,047 31,758
Brazil 79,246 89,980 96,467 102,265 116,371 154,295
Chile 7,701 9,044 10,727 11,717 12,859 14,074
Colombia 16,898 18,997 23,366 24,982 25,722 35,555
Costa Rica 1,700 1,858 2,283 2,239 2,440 3,797
Cuba 1,790 1,806 2,389 3,146 3,378 9,467
Ecuador 4,195 4,782 5,443 6,351 6,872 11,248
Guatemala 1,511 1,809 2,413 3,047 3,711 9,506
Mexico 35,218 44,374 48,037 53,166 54,954 89,200
Peru 10,110 10,664 11,455 11,907 12,369 22,036
Venezuela 10,775 11,865 14,693 16,692 17,585 22,141
Australia & Oceania
Australia 16,744 17,758 17,955 19,194 19,864 19,001
New Zealand 3,625 3,561 3,615 3,677 3,856 3,602
Africa
Algeria 4,434 5,287 5,860 6,469 7,223 28,731
Egypt 21,692 20,324 21,311 24,125 26,434 57,549
Ghana 1,893 2,234 2,689 3,186 4,998 16,326
Kenya 10,493 11,768 13,860 17,298 19,767 26,400
Libya 890 854 939 1,023 1,111 4,413
Morocco 15,656 14,782 18,022 18,485 19,024 24,139
Mozambique 975 1,057 1,222 1,395 1,572 14,484
Nigeria 38,022 46,680 55,377 65,974 76,191 99,257
South Africa 8,998 17,513 21,460 24,718 26,461 38,128
Sudan 3,484 6,304 7,811 8,618 9,551 22,928
Tanzania 1,304 1,483 1,887 2,167 2,467 28,025
Tunisia 3,881 4,173 4,466 4,768 5,076 8,447
Uganda 4,248 4,574 5,339 6,088 6,879 20,129
Zambia 1,322 1,568 1,896 2,239 2,605 8,039
Broadband Internet subscribers (000)
Adult
2010 2011 2012 2013 2014 population
in (000)
Europe
Austria 1,983 2,098 2,130 2,231 2,349 7,301
Belarus 1,666 2,098 2,532 2,786 2,684 8,001
Belgium 3,373 3,544 3,692 3,829 4,011 9,309
Bulgaria 1,088 1,257 1,332 1,422 1,486 6,226
Croatia 804 893 919 955 984 3,614
Czech Republic 1,530 2,509 2,657 2,856 2,969 8,920
Denmark 2,065 2,143 2,180 2,267 2,334 4,657
Estonia 336 349 350 361 351 1,104
Finland 1,533 1,606 1,648 1,720 1,759 4,564
France 21,337 22,749 23,980 24,940 25,970 54,179
Germany 26,090 27,257 27,957 28,624 29,573 70,364
Greece 2,257 2,464 2,689 2,913 3,156 9,352
Hungary 2,058 2,313 2,396 2,597 2,716 8,408
Iceland 107 112 113 117 120 260
Ireland 941 1,071 1,112 1,189 1,259 3,616
Italy 13,062 13,519 13,763 14,013 14,370 52,718
Latvia 435 457 476 496 505 1,688
Lithuania 684 728 769 836 946 2,482
Luxembourg 168 170 170 177 179 459
Netherlands 6,329 6,498 6,654 6,792 6,893 13,993
Norway 1,724 1,826 1,897 1,960 1,942 4,181
Poland 4,961 6,972 7,846 8,691 9,108 32,291
Portugal 2,104 2,243 2,391 2,563 2,831 8,877
Romania 2,980 3,283 3,541 3,790 4,008 16,903
Russian Federation 15,700 17,635 20,923 23,745 24,865 120,608
Serbia 802 970 1,064 1,174 1,191 5,986
Slovakia 694 953 1,045 1,109 1,191 4,600
Slovenia 468 494 509 525 551 1,766
Spain 10,536 11,168 11,525 12,252 12,834 39,234
Sweden 2,987 3,027 3,073 3,118 3,293 8,029
Switzerland 2,912 3,078 3,212 3,438 3,750 6,986
Ukraine 2,955 3,170 3,645 3,997 3,573 38,703
United Kingdom 19,134 20,589 21,686 23,040 23,730 53,174
Asia
Armenia 94 161 212 243 273 2,380
Bahrain 68 292 295 300 288 1,057
Bangladesh 60 469 600 1,525 1,893 111,770
China 126,337 156,487 175,183 188,909 200,483 1,117,331
Georgia 254 249 463 517 525 3,687
Hong Kong 2,111 2,299 2,255 2,235 2,269 6,394
India 10,990 13,351 14,982 14,928 15,746 903,071
Indonesia 2,280 2,736 2,983 3,252 3,009 180,863
Iran 962 2,120 3,804 5,161 7,426 59,683
Israel 1,762 1,879 1,937 2,003 2,048 5,925
Japan 34,016 35,696 36,132 36,725 37,225 110,646
60 WAN-IFRA REPORT
Jordan 196 297 300 328 350 4,382
Kazakhstan 1,427 1,193 1,637 1,959 2,148 12,786
Korea, South 17,194 17,860 18,253 18,738 19,199 43,112
Kuwait 46 47 47 47 48 2,622
Lebanon 200 402 476 480 1,132 3,602
Malaysia 1,836 2,507 2,921 2,939 3,061 22,430
Oman 45 78 113 154 177 3,038
Pakistan 532 1,166 1,517 1,628 2,009 123,547
Philippines 1,722 8,409 13,630 17,878 23,242 66,276
Qatar 142 165 185 215 225 1,958
Saudi Arabia 1,497 1,923 2,522 2,935 3,044 20,960
Singapore 1,271 1,408 1,433 1,493 1,533 4,612
Sri Lanka 228 359 354 424 568 15,446
Syria 70 121 242 346 370 15,193
Thailand 3,189 3,895 4,519 5,192 5,517 55,256
Turkey 7,088 7,591 7,869 8,893 8,866 56,652
United Arab Emirates 787 867 955 1,042 1,087 7,959
Vietnam 3,669 3,838 4,775 5,153 6,001 70,245
Yemen 84 109 167 257 340 15,068
America, North
Canada 10,478 11,283 11,690 12,094 12,428 29,689
United States of America 85,723 88,317 92,514 96,031 97,981 256,765
America, South
Argentina 4,021 4,572 5,149 6,037 6,141 31,758
Brazil 13,266 17,833 19,120 21,361 23,162 154,295
Chile 1,789 2,011 2,166 2,311 2,503 14,074
Colombia 2,575 3,348 3,939 4,538 5,026 35,555
Costa Rica 288 420 449 485 516 3,797
Cuba 4 4 5 5 8 9,467
Ecuador 198 659 844 1,058 1,249 11,248
Mexico 11,325 11,566 12,434 13,367 14,313 89,200
Peru 912 1,212 1,443 1,613 1,766 22,036
Venezuela 232 1,816 2,037 2,233 2,413 22,141
Australia & Oceania
Australia 5,375 5,552 5,735 5,836 6,086 19,001
New Zealand 1,050 1,178 1,272 1,316 1,386 3,602
Africa
Algeria 900 981 1,155 1,280 1,600 28,731
Egypt 1,426 1,845 2,289 2,676 3,068 57,549
Ghana 52 65 68 69 70 16,326
Kenya 4 54 54 74 85 26,400
Libya 73 70 67 65 63 4,413
Morocco 499 595 690 844 992 24,139
Mozambique 15 21 20 18 13 14,484
Nigeria 99 216 14 15 16 99,257
South Africa 743 907 1,107 1,615 1,706 38,128
Sudan 14 17 25 26 21 22,928
Tanzania 8 28 41 56 85 28,025
Tunisia 482 559 528 534 493 8,447
Uganda 14 36 38 101 113 20,129
Zambia 10 16 15 14 21 8,039
Source: International Telecommunication Union

Newspaper reach
Adult Adult
% population % population
(000) (000)
Australia 41.7 19,001 Singapore 60.1 4,612
Austria 69.2 7,301 Slovenia 40.4 1,766
Bahrain 61.2 1,057 South Africa 29.8 38,128
Belarus 60.9 8,001 Spain 29.8 39,234
Brazil 21.0 154,295 Sri Lanka 9.0 15,446
Canada 39.0 29,689 Sweden 67.0 8,029
Chile 63.2 14,074 Switzerland 75.1 6,986
China 39.8 1,117,331 Syria 12.1 15,193
Costa Rica 72.3 3,797 Tanzania 15.6 28,025
Croatia 36.4 3,614 Turkey 23.8 56,652
Czech Republic 34.4 8,920 Uganda 16.0 20,129
Denmark 51.5 4,657 Ukraine 16.0 38,703
Egypt 41.6 57,549 United Arab Emirates 68.2 7,959
Finland 66.0 4,564 United Kingdom 46.5 53,174
France 47.9 54,179 Zambia 27.3 8,039
Germany 67.4 70,364
Guatemala 78.3 9,506
Hong Kong 63.9 6,394
Hungary 39.2 8,408
Iraq 4.8 20,688
Ireland 52.6 3,616
Israel 59.0 5,925
Italy 36.6 52,718
Japan 83.2 110,646
Jordan 8.2 4,382
Kenya 27.0 26,400
Kuwait 69.4 2,622
Latvia 14.6 1,688
Lithuania 25.7 2,482
Malaysia 56.7 22,430
Mexico 33.3 89,200
Netherlands 53.3 13,993
New Zealand 35.1 3,602
Norway 58.0 4,181
Oman 45.2 3,038
Pakistan 10.6 123,547
Poland 39.9 32,291
Qatar 62.4 1,958
Romania 14.2 16,903
Russian Federation 9.1 120,608
Saudi Arabia 63.8 20,960
Serbia 37.9 5,986
Source for population data: World Bank, 2014 (the latest figures available)
Note: Using the latest figures available. Figures for average issue readership were used where available, however some
figures represent other reading frequencies. Full information on data sources is available on the World Press Trends
database.
62 WAN-IFRA REPORT
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and trends on circulation and readership, advertising revenues, digital publishing and
much more.
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Members of WAN-IFRA continue to receive a World Press Trends report without
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by individual access, on an annual subscription basis, and IP access that allows companies,
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biggest number of top 100 dailies by circulation?
It can tell you the number of titles and circulation by countries, or aggregated world-
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much more.
In partnership with
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WORLD PRESS

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The collected data is available in

World Press Trends 3

WORLD PRESS TRENDS

CIRCULATION AND REACH 11

DIGITAL MEDIA CONSUMPTION 17

MEDIA AUDIENCE ENGAGEMENT 29

ANNEX 1: PRESS RELEASE 33

ANNEX 2: WORLD PRESS TRENDS DATA 37

World Press Trends 5

CIRCULATION ADVERTISING CIRCULATION ADVERTISING

$89.9 BILLION $77.4 BILLION $2.5 BILLION $9.5 BILLION

In 2015 it is clear that the story of the newspaper

World Press Trends 7

10 WAN-IFRA estimates of global industry revenues have for

Global digital newspaper circulation revenues

While digital advertising represents a small

Regionally, the picture is pretty much the

Source: Source: PwC Global Entertainment & Media Outlook

Six biggest newspaper markets

Paid digital circulation revenues increased

Axel Springer, Germany: In Germany, leading publisher Axel

WAN-IFRA estimates that print newspapers reach

World Press Trends 11

2.7 bn 45% OF ALL ADULTS READ

42% OF ALL DESKTOP INTERNET

0.8 bn USERS READ NEWSPAPERS

Source: WPT Analysis, comScore and Ipsos Media

Combined readership data from selected countries

10 Ipsos Media and emma (Enhanced Media Metrics Australia)

Circulation rose +9.8 percent in Asia in

On the digital end of the spectrum, paid

Source: WPT analysis

Global digital newspaper circulation 2010-2014

2 comScore 2015 Newspaper Desktop Home and

Global print circulation increased +6.4% globally in 2014

Print newspaper circulation Print newspaper circulation

Source: WPT database and RNI Source: WPT database

World Press Trends 15

The Economist, U.K.: The Economists U.K. print edition had an

We have been talking about the year of mobile for

World Press Trends 17

For the first time, web usage data from comScore

Time spent using smartphones now exceeds Web usage

U.S., U.K. and Canada digital news audiences

DESKTOP ONLY MOBILE ONLY MULTI-PLATFORM

Source: comScore 2015

Growth in smartphone access to news - selected countries

Source: Reuters Institute Digital News Report

World Press Trends 19

Over the past four years, most of the

Multi-platform and mo-

Poynters various Eyetrack Studies over the

World Press Trends 21

While print advertising revenues continue to decline,

World Press Trends 23

Communication 360 by Synovate Comcon

The pattern of global advertising revenues