Global State of Consumer Publishing
- The growth was about a 2.6 percent per year over the five years.
- The real boost was advertising revenue, at a compound annual growth rate of 4 percent. But circulation revenue grew by only 1.9 percent.
- PwC expects 18.6 percent growth in the industry over the next five years, with advertising representing most of that.
- But online advertising is growing a lot faster: a compound annual growth rate of 38.1 percent from 2004 to 2008. As a comparison, print advertising was up 4.4 percent and newspaper advertising by 2.4 percent.
Some other things to learn from the study:
- Most consumers like print, but many are also interested in interactive digital content.
- Younger consumers want all content online.
- People will pay for digital content at most half of what printed content brings. Although publishers might want to call this a reason to drop freelance rates, there's a lot of cost to a printed pub that simply goes away. That's got me wondering whether online pubs, given more development of ads, might be more profitable than print.
- North American and British publishers expect to derive a fifth of their revenue from digital publications within the next five years. Europe as a whole lags behind.
- The most successful at making the switch are those that "leverage strong brands across multiple media platforms and generate revenues from online advertising, search-engine marketing and e-commerce." In other words, the publishers that have best shifted online are the publishers that have been most successful at it.