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.