The state of Spanish newspapers

The Asociacion de Editores de Diarios Españoles (AEDE) recently published the findings of studies conducted by the Instituto de Estudios Superiores de la Empresa (IESE) and the consulting firm Deloitte & Touche in the “Libro Blanco de la Prensa Diaria.” According to the Libro Blanco de la Prensa Diaria, the number of newspaper readers in Spain stayed at 12.5 million during 2002. The readers' average age was 42.

Ninety percent of newspaper publishers interviewed think that newspaper profits will grow at an annual rate of less than 5% through 2007. Most of these executives said that local and specialized content, along with opinion pages will be more important during the next few years and, in some cases, replace general news-information as the main attraction. Publishers cited brand consolidation, cost reduction and reader acquisition as their main goals for the next few years.

The study highlights circulation, showing that Spanish daily newspapers had a circulation gain of 0.2% in 2001, compared to an average decline of 2.9% in the rest of Europe. Interestingly, the circulation of weekend editions increased by 6.3%. Spain's 48 online newspapers had more than 1 million visitors a day. On average, Internet readers where younger than the readers of those same newspapers in print.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.