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The month of August did not bring the long-awaited positive trends on the Estonian newspaper advertising market, media analyst Toomas Leito said.
August did not bring positive trends on Estonian newspaper advertising market - analyst
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«It was due to hot weather and economic growth deterioration forecasts, which did not create a good backdrop for the advertising market, at least newspaper advertising,» Leito said in a comment to BNS.
The advertising volume of the five leading newspapers increased in August by 15 pages or 2 percent, to 670 pages. Advertising turnover fell by 69,000 euros or 6 percent to 599,000 euros. «Such an advertising volume is undoubtedly a disappointment,» the analyst said.
«The newspapers' online advertising turnover remained at last year's level. So, the turnover decreased owing to bigger discounts,» Leito said. Of online companies the Delfi portal scored a very good result.
By segments, car and telecommunications advertising did poorly but health and home furnishings perked up, the analyst observed.
In August advertising volume grew 19 percent in the business daily Aripaev, 10 percent in Eesti Paevaleht and 8 percent in Ohtuleht whereas Postimees and Eesti Ekspress saw advertising decline.
The advertising revenue of Postimees decreased 15 percent to 400,000 euros. Aripaev boosted revenue 19 percent, to 185,000 euros. The advertising revenue of Ohtuleht, at 145,000 euros, remained at last year's level. Eesti Ekspress suffered a drop of 16 percent, with revenue declining to 130,000 euros, and the revenue of Eesti Paevaleht decreased 5 percent to 95,000 euros.
Looking at the first eight months, the volume of newspaper advertising was at the previous year's level, totaling 5,860 pages, whereas advertising revenue decreased by 321,000 euros or 3 percent, reaching 8.7 million euros, Leito said predicting that revenue would return into positive territory by the end of the year.
In his monthly advertising study Leito looks at the amount of advertising published in five nationwide papers -- Postimees, Eesti Paevaleht, Ohtuleht, Aripaev and Eesti Ekspress, multiplying it with the average prices of advertising but leaving aside barter. The data for Postimees are without the Russian version of the paper.