Print advertising refers to physically printed advertisements that are distributed to potential customers, often as a part of print media such as newspapers and magazines. It represents one of the oldest and most wide spread forms of advertising. Its popularity can be highly attributed to the numerous benefits it offers such as unlimited exposure, non-intrusiveness, target marketing, loyal readership and position flexibility. However, the advent of newer advertising media, such as internet and mobile advertising, has negatively affected the growth of the global print advertising market. IMARC Group’s latest report, titled “Global Print Advertising Market Report & Forecast 2017-2022”, finds that the market reached a value of US$ 100 Billion in 2016, declining at a CAGR of nearly 2% during 2009-2016.
Highlights of the Global Print Advertising Market:
- Target marketing remains the primary strategy followed by the advertisers.
- Newspaper advertising accounts for the majority of the global market share.
- Asia-Pacific holds the majority of the global share, representing the largest market.
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Despite the continuous decline, print advertising still holds a significant share in the global advertising market due to its versatility, creativity, engaging nature and easy accessibility. Moreover, a large population is habitual of relying upon print media such as newspapers while some consider it a symbol of respectability. Keeping this in mind, advertisers are striving hard and developing new strategies by using different types of newspapers in order to reach their prospective consumers. In addition, they also target specific magazines which are read by a specialized demography of consumers.
The market has been segmented on the basis of type. Currently, newspaper advertising accounts for the majority of the global market share. On the basis of region, major markets include Asia-Pacific, EMEA (Europe, the Middle East and Africa), North America and Latin America. Among these, Asia-Pacific represents the largest market for print advertising. The report provides a deep insight into the global print advertising industry covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, current trends, key market drivers and challenges, Porter’s five forces analysis, print advertising pricing models, margins in print advertising, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the print advertising industry in any manner.
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The report has examined the global print advertising market on the basis of:
- EMEA (Europe, the Middle East and Africa)
- North America
- Latin America
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