Similaire à Ринки реклами та дистрибуції в світі. Чого очікувати українським видавцям? Всесвітня Газетна Асоціація, WAN-IFRA, генеральний директор (20)
7. PAID DAILIES, TOP 20 COUNTRIES BY POPULATION
REACH (%)
Rank Country
All adults
%
1 Iceland 96
2 Japan 91.5
3 Norway 82
4 Sweden 82
5 Switzerland 81.7
6 Finland 80
7 Hong Kong 79.6
8 Singapore 78.3
9 Luxembourg 77.6
10 Austria 75
11 Denmark 74
12 Canada 73
13 Germany 71.4
14 Netherlands, The 68.1
15 Estonia 62.6
16 Israel 60.5
17 Korea, Republic of 58.5
18 Ireland 56.4
19 Malaysia 56
20 Poland 55.3
Ukraine 25.2
Paid dailies, Top 20 countries by population reach (%)
Good morning Ladies and Gentlemen
It is my great pleasure today to address you on the subject
UKRAINE ECONOMICAL SITUATION
The World Financial crisis hit Ukraine in 2009, and GDP fell by 15,1%
The only other country affected more was Latvia with 18%
The real economy of the country was hit with lightning force
Unemployment rose sharply
The Media Market was also struck very hard by the crisis
Public debt 30% of GDP (2009 est.), 20.1% of GDP (2008 est.)
DEMOGRAPHIC AND STRUCTURAL SITUATION UKRAINE
Population: 46 Mio., 78% Ukrainer, 17% Russian, Kiew (ca. 2,7 Mio)
demographic crisis since 1980s because of its high death rate (highest in Europe) and a low birth rate (lowest in Europe).
population shrinking 150,000 a year
migration (first years of Ukrainian independence).
1991 - 2004, 2.2 Mio. immigrated (2 Mio. former SU)
2.5 Mio. emigrated (1.9 Mio. moved to former SU)
Currently immigrants 14.7 % of the total population (= 6.9 Mio.)
4th largest figure in the world
1.2 Mio. Canadians of Ukrainian ancestry (world's 3rd largest Ukrainian pop.)
Literacy rate 99.4%: SU‘s emphasis on total access of education for all citizens, continues today
organisation of higher education built up in accordance with the structure of education of the world's higher developed countries, as is defined by UNESCO and the UN
604 th. km2 (after Russia biggest country in Europe)
Ukrainian road system has not been upgraded since the Soviet era, and is now outdated
OPPORTUNITY ?
Language Ukranian / Russian (India)
News for immigrants (online)
Young readers programme
Online and mobile phone news due to distribution difficulties
Media consumption decreased
TV decreased consumption much more than internet gained
2009 printed media lost attention – crisis year?
Globally the reach of daily newspapers is 25%,
based on the population of the globe in 2008/9 as reported by the World Bank and others such as the CIA.
true reach of adults is higher as the global statistics are based on all citizens including children and many but not all of our readership statistics are based on adults.
global importance of the daily newspaper with 1 in 4 reading a daily newspapers
European Nordic countries that dominate in terms of reaching their respective populations
impressive Japan 9 out of 10 read a daily newspaper (127 Mio.)
Ukraine average room for improvement, Estonia, Poland
these reach figures emphasize the importance of the newspaper in terms of their impact on society and media consumption.
ADVERTISING DIFFERENT ANGLES
including outlook by Zenith Optimedia
global ad spend for all media, report Zenith Optimedia was down by
11.4% in 2009
O TV stable growing,
O Newspaper looks stable till 2009 before crisis ?
O Internet gains
Globally: Newspapers till 2002 close to TV
Ukraine: far away ¼
Outdoor and Magazines higher Ad expenditure than newspaper
How generate Advertising revenue = room for improvement
classified
Rural newspaper India
Local and hyperlocal
Different view
Big Three dominate advertising world market
Remain so long term
Substitution
Ukraine: 2nd. Magazines and Outdoor, not newspaper and internet
BIG QUESTION: FREE, DIGITAL, PRINTED?
digital revenues from advertising will never match those of print.
Digital advertising is simply less effective
model is based on low yields
Future: Digital businesses (low yield) bigger impact
contribution of our paid content model more important
Digital business will contribute 50% or for many more towards our revenues in the future.
translating our uniquely rich and valuable but expensive print content model to our digital businesses.
Question: will content generate revenue ??? Not YES or NO, how in order to survive
Circulation revenue dominant =
TREND 4 Content revenue = increasing importance in the revenue mix.
Example: Circulation revenue through increased copy prices (Europe / India 2 cent)
Paid for content in specialities
Mobile => e-readers etc.
.
.
.
IS IT?
Paid content advertising revenue
US
241 Mio adults
INDIA
Internet users 61,3 Mio. = 8%
Mobile Celular subscriptions 525,09 Mio. =68,3%
Adult population 768.264 Mio.
Poland population
IT’S NOT INTERNET OR MOBILE PHONE
Abstract: we talk about consumption/reading on e-paper devices, tablets and smart phones
we talk about every “intelligent” mobile device
For computing, the laptop is better
For mobile consumption (like shorter snippets in a short time-frame, and whenever you like), the mobile phone is better.
And for e-reading the e-reading device with its paper-like screen is better
The tablet is a multi-usage device – like a Swiss army knife for media consumption…
People tend to be very impressed by the Swiss army knife – but the dedicated products might do the better work.
Be aware of what is hype and what is actually something that consumers will like in the long run
Business models preferred each company
Infrastructure established
TRY and ERROR
1st attempt till 2007
major barrier to the mobile’s development
unwillingness of consumers to do much other than use the phone as a phone and
Internet access via the mobile has not taken off.
2nd step
Iphone revolutionise mobile internet use.
convincing to access online content via the mobile device,
opening up a vast new market that has long promised to develop but up to now has not delivered.
And as we see form this chart, Iphone users are far more likely to …..
3rd step
Steve Jobs last week record figures 14.1 Mio I-Phones in last quarter + 91% year before
US market research institute CHANGEWAVE published: 3rd mobile phone user (2nd in June 2010) plans to buy I-Phone
Nielsen Analysts: Google mobile phone software Android ……. Apple phones as most sold platform in US
Smartphone market in last year doubled.
Number of multimedia mobile phones sold with Android system software tenfold
Hardware and Software user friedlyness of competitors increased