We at WAN-IFRA hope that insights like our World Press Trends annual report will be valuable to news publishers as they work out strategies in their organisations for change management, budgeting and hiring. In times of uncertainty, the World Press Trends report is a guiding light for publishers making sense of the environment today, and more importantly, in planning for the future.

1. WORLD PRESS TRENDS
2018
vincentpeyregne
World Association of Newspapers
and News Publishers
BEIRUT – 16.01.2018
MENA Summit

2. WAN-IFRA drives the global conversation
on the future of independent news
publishing
PRESS FREEDOM AND
JOURNALISM
We protect the rights of
journalists and publishers
to operate a free media,
and promote editorial
quality and professional
practice.
MEDIA
SUSTAINABILITY
We provide our members
at all stages of
development with
innovative and professional
services to help their
businesses prosper.
MEDIA
INNOVATION
We provide our members
with new ideas and applied
research by bringing the
outside in and looking
beyond what is already
known.

3. BUSINESS
DEVELOPPERS
PUBLISHERS
TECHNOLOGY
ENTREPRENEURS
INNOVATION
LABS
ASSOCIATION
DIRECTORS
PRESS FREEDOM
ADVOCATES
EDITORS
AND JOURNALISTS
PRODUCTION
MANAGERS
With formal representative status at the United Nations, UNESCO
and the Council of Europe, WAN-IFRA derives its authority from its
global network of leading news publishing companies and
technology entrepreneurs, and its legitimacy from its national
association members
:: Our network

4. :: Our ecosystem
3,000 MEMBERS
WAN-IFRA represents 3,000
companies and 60 associations in
120 countries
INFORM
40,000 media executives subscribe
to our daily News Executive Service,
and monthly Newsletters coming
from 135 countries
ADVOCATE
WAN-IFRA’s advocacy
campaigns address
organisational, political and
structural constraints to
media freedom
CONNECT
WWAN-IFRA provides its members with peer-
to-peer networking opportunities and best
practices sharing opportunities.
Each year, 50 events and forums every year
reach an average 10,000 media executives,
around the world,
DEVELOP
Our advisory services
provide our members with
Innovation & business
development programmes

5. Here’sWhatWe’ll CoverToday
TrustintheNews
Therelationshipbetweentrust and
performance
GlobalRevenue
PrimaryNewspaperrevenuesources
Audiencetrends
Print| Digital
Advertisingtrends
Trends| Market share
Takeways
Keyfigures| TrustandPerformance

6. And more specifically...
Is there a relationship between
levels of trust
and the performance
of news media companies?
Q.

7. The relationship between trust
and performance of media
PERFORMANCE SCORE: Top three trust-
building mandates for media, and percent
who say the media is performing well or very
well against them
Guard information
quality
Educate people on
important issues
45%36% 50%
Inform good life
decisions
Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates
GLOBAL | TRUST | JOURNALISM
The 5 key ways publishers build trust are by fulfilling their mandates to:
Protect ordinary people fromabuses of power | Supply information for
good lifedecisions | Check and balance other institutions | Entertain
and amuse

8. Source: 2018 Edelman Trust Barometer. General population, 28-market global total.
In 2018, Media is the
Least Trusted Globally
Percent trust in media, and change from
2017 to 2018
Distrust
43
30 31 32 32 32 33 33 34 35 35
39 40
42 42 43 43 43 44 45
47 48 49
52
55 56
61
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong
Spain
Italy
Malaysia
Mexico
Canada
Singapore
TheNetherlands
UAE
India
Indonesia
China
Distrusted in 22 of 28 markets
Neutral Trust
GLOBAL | TRUST | MEDIA

9. 9
2014 2015
54
52
54
51
56
2012 2013 2014 2015 2016
Per cent trust in traditional media and
platforms for general news and information
But Trust Rebounds
for Journalism in Traditional Media
54
59
2017 2018
+5
Journalism
Source: 2018 Edelman Trust Barometer. When looking for general news and information, how much would you
trust each type of source for general news and information? General population, 25-market global total. Journalism
is an average of traditional media and online-only media.
GLOBAL | TRUST | JOURNALISM
Traditional
Media
Platforms
53
51
-2
Platforms
53
50
53
54 54

10. Data sources in WPT 2018:
World Bank (217 countries);
PwC (53); Chartbeat (242)
Zenith (81); Ipsos (63);
WAN-IFRA member associations
(30), WAN-IFRA Outlook (63).
Additional data from 2018:
Edelman Trust Barometer,
International Monetary Fund,
International
Telecommunications Union.
OUR RESEARCH PARTNERS
AND SPONSORS

11. REVENUE
World Association of Newspapers
and News Publishers
1

12. The Bottom Line
Newspaper primary revenue streams
$150
2016
DOWN 2%
COMPARED TOTHE
PREVIOUS PERIOD
2017
DOWN 1,8%
COMPARED TOTHE
PREVIOUS PERIOD
REVENUE | PRINT | DIGITAL
billion USD

13. Global primary newspaper revenue sources
Reliance on print still a reality
REVENUE | CIRCULATION | ADVERTISING
DIGITAL
PRINT

14. Source: WPT analysis; PwC (Global Entertainment & Media Outlook 2018-2022): 2013-2017, 2018* projected
The shift to audience-based revenue
continues to outpace ad revenue,
but is it enough?
REVENUE | CIRCULATION | ADVERTISING
Audience
Revenues
$87 bn
Advertising
Revenues
$63 bn

15. Source: EMGE
REVENUE | CIRCULATION | ADVERTISING
The big picture
World Newsprint Demand is now at 1976 levels
35000
30000
25000
20000
15000
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
World Newsprint Demand('000t)

16. REVENUE | CIRCULATION | ADVERTISING
The big picture
Newsprint Demand vs. Adspend | Western Europe
Source: WARC | EMGE

17. 38%
Global internet advertising
27%
Newspaper publisher
digital advertising
7%
Global newspaper
digital circulation
Source: Mean annual growth from 2013-2018 projected. PwC (Global Entertainment & Media Outlook 2018-
2022). Data indexed at 2013 = 100
Are digital revenues growing fast enough to
offset the advertising decline ?

18. TRUST AND RELEVANCE
COMMUNITY-DRIVEN COMMITMENT AND ENGAGED JOURNALISM
DEEP UNDERSTANDING OF AUDIENCE | VALUED NICHE BRANDS
ALLIANCES WITH EVENT OPERATORS | CORDINATED WITH NEWS STAFF
ADDED-VALUE LICENSED SERVICE OFFERING
IT TEAMS SITH CONSULTING AND BIZ DEV SKILLS
LOYAL ENGAGED AUDIENCE
CREATIVE AND MARKET INTELLIGENCE SKILLS
QUALITATIVE AUDIENCE DATA | TRUSTED RELATIONSHIPS WITH MARKET
STRONG AND VALUED BRANDS
WELL-CONNECTED TO PRIVATE EQUITY FUNDS
IMPLICATIONS

19. «You have to be able to resist if you want to keep
making a newspaper. We had to do something
other than the press, invest in more profitable
players, open up, without betraying ourselves ».
Edouard Coudurier, CEO Groupe Télégramme, France

20. ~€430 M
~€60 M
~€70 M
€560 M €33 M
Education
CLASSIFIEDS
Jobs ads Real estate ads
E-SERVICE & E-COMMERCE
ADVERTISING
Audience Peformance
C’Pages
MEDIA
Print
Printing /
Distribution
Digital
EDITORIAL
EXCELLENCE
ADAPTATION AND
TRANSFORMATION
BRAND
EXTENSION
STRATEGIC
DIVERSIFICATION
REVENUE 2017
€M 650
EBIT 2017
€M 33

21. NEW
Video / Broadcast- Creating and organizing
international sporting
events - Mastering all
aspects of the organisation,
media coverage and
commercial organization of
sporting events
➧ CYCLING
➧ MOTOR SPORTS
➧ MASS EVENTS
➧ GOLF
➧ SAILING
Marketing Press relations
And Promotion
Hospitality
Digital
Logistics
40 competitions
180 000 competitors,
professionals + amateurs
5 billion TV viewers
8 000 hours of programmes
in 190 countries
25 million spectators
200 partners
4 000 journalists
1 500 accredited sports
medias
50 000 guests per year
50 hospitality programs
A.S.O.: exclusive agent in
France for Match Hospitality,
exclusive rights holder for
the FIFA World Cup
Hospitality program
Brazil 2014 TM
25 websites
350 000 mobile applications
downloaded
30 000 m2 structures
1 000 sites visited
Source Amaury 2013

22. Many millennials would
rather spend money on
experiences over products.
We’re starting to reach of lot of users who
do not even realise Cosmopolitan is a
magazine. Their first experience of the
brand is through the platforms and our
events. And that’s fine. »
Duncan Chater
Chief Brand Officer Hearst UK

23. Airline industry makes
record profits at a time
when seat margins are
dwindling
The grand vision of airlines as omni-channel
retailers : Ancillary Revenue represents a
264% increase from the 2010 figure of $22.6
billion
Source: IdeaWorksCompany 2017

24. AUDIENCE
World Association of Newspapers
and News Publishers
2

25. Source: Global print and digital circulation: 000s of units (indexed at 2013 = 100)
Analysis of data provided by PwC (Global Entertainment & Media Outlook 2018-2022)
+232%
5 year increase
Digital
-0.5%
5 year decrease
Print
Global print circulation stable,
digital audiences continue to grow as more
publishers connect directly with audiences
REVENUE | CIRCULATION | DIGITAL | PRINT

26. Indexed at 2013 = 100. Source: Global print and digital circulation: US dollar millions (indexed at 2013 = 100)
WPT analysis of data provided by PwC (Global Entertainment & Media Outlook 2018-2022)
Digital circulation revenues shoot up
as more users pay directly for digital content
2013: index 100
REVENUE | CIRCULATION | DIGITAL
+155%
5 year increase
Digital
-3%
5 year decrease
Print

27. WPT analysis of data provided by PwC (Global Entertainment & Media Outlook 2018-2022)
Digital circulation revenues
continue to climb
US dollar millions
REVENUE | CIRCULATION | DIGITAL
+18%

28. dark social (newsletters, etc.), now the most
important source of digital traffic for publishers,
are helping this direct relationship.

29. WAN-IFRA recently
published this report, talking
to numerous publishers
around the world who are
turning their focus to
retention of digital
subscribers.
Report reveals
best-practice
in retaining
subscribers
wan-ifra.org/reader_rev_report

30. Sources: NRS and ComScore, from the upcoming report,Time Spent Reading News Brands (WAN-IFRA)
Print studies throw a
monkey wrench in the works
Total minutes spent reading by the aggregated British print,
PC and mobile readerships (18+) of 8 UK newspaper brands (2016).

31. ADVERTISING 3
World Association of Newspapers
and News Publishers

32. Source: Zenith, 2018, projected to 2020.
Global advertising
expenditure keeps rising
REVENUE | ADVERTISING

33. 37.6%
Internet
6.7%
Outdoor
0.7%
Cinema
9.5%
Printed Newspapers*
5.2%
Magazines
34.1%
Television
6.2%
Radio
Source: Zenith, 2017 (81 countries)
Newspapers’ share of ad spend
has now dipped under 10%
REVENUE | ADVERTISING | NEWSPAPERS
* Newspapers' digital ad spend
are included into « Internet ».

34. Source: Zenith, 2017 (81 countries)
Share of global ad spend by medium (%)

35. Source: Global, across 81 countries, Zenith, 2017
Mobile Advertising Spike
REVENUE | ADVERTISING | INTERNET
-5%
Desktop
adspend
in 2017
+38%
Mobile
adspend
In 2017

36. Source: Global print and digital circulation revenues: US dollar millions (indexed at 2013 = 100)
Analysis of revenue data provided by PwC (Global Entertainment & Media Outlook 2018-2022)
The Advertising Revenue Conundrum
REVENUES | ADVERTISING | PRINT / DIGITAL
+27%
5 year increase
Digital
-28%
5 year decrease
Print

37. To tackle some of the huge
challenges on the digital
advertising side, publishers
are increasingly joining and
forming advertising
alliances, as WAN-IFRA
reported in one of its most
recent research reports.
Download it below:
Joining
forces
wan-ifra.org/ad_alliances_report

38. TAKEAWAYS
World Association of Newspapers
and News Publishers
4

39. Digital circulation revenues
increased by 18.4%
Digital advertising revenues
increased by 5.38%
58% of newspapers’ overall revenue comes
from circulation sales.
Print revenues still account for nearly 90% of
overall revenues globally.
58%
90%
Overall primary revenue streams contracted
by 1.8% (YoY)
$150
billion
KEY FIGURES SNAPSHOT
➡Print circulation revenues
declined by 3.9%
➡Print advertising revenues
declined by 8.3%

40. Source: WPT analysis proposed by Prof Castulus Kolo of data provided by PwC
(Global Entertainment & Media Outlook 2018-2022)
The pace of transformation
from print to digital is accelerating
Percentage of overall revenues derived from digital activities
DIGITAL TRANSFORMATION | INNOVATION
HIGH 20%-31%
MODERATE 10%-19%
LOW 1%-9%
NO DATA

41. Education .571**
Population
growth
-.403**
GDP per capita .521** Income share -.797*
Tablet traffic
to news
publishers
.510**
Search traffic
to news
publishers
-.409**
Rule of Law .676** Press Freedom -.562**
Total page
views
.361**
Edelman Trust
Barometer
2018
-404**
Sources: PwC (Global Entertainment & Media Outlook 2018-2022); World Bank; Chartbeat; WJP Rule of Law; Edelman Trust
Barometer 2018; Reporters Without Borders’ Press Freedom Index 2018
* Statistically significant (p< .01); ** Highly statistically significant (p < .001)

42. WHAT IS THE VALUE OF

43. The impact on trust on the performance
of news and the revenues of newsmedia
firms worldwide is undeniable
The greater the trust, the greater the:
▶ digital circulation figures r = .57; p < .001
▶ print circulation figures r = .59; p < .001
▶ print advertising revenues r = .50; p < .001
▶ print circulation revenues r = .44; p < .01
▶ digital advertising revenues r = .24; p < .05
Sources: PwC (Global Entertainment & Media Outlook 2018-2022) and Edelman Trust Barometer 2018; Analysis: Pearson’s r correlation
(r > .5 = strong correlation). Significance (p< .001 means a 1 in a 1000 probability that these results could have been achieved by chance).

44. ▶ The entrepreneurial leadership of the firm
r = .23; p < .05
▶ Press freedom
r = .21; p < .05
Sources World Press Trends - World News Publishers Outlook (10 languages, 246
media executives, in 69 countries, World Press Freedom Index
Media firms have better overall
performance in countries with high degrees
of press freedom and in instances where
the firm’s leaders are oriented towards
being entrepreneurial

45. ► The impact of trust on the performance is
undeniable.
► Print circulation contracts.
► Transformation pace differs between markets
and diversification is a force move.
► Ad spend continues to grow with mobile ad
spend overtaking desktop
► Dark social becomes an important traffic driver
2018
FIVE TAKEAWAYS

46. DETAILS OF
WORLD PRESS TRENDS
are available on
www.wptdatabase.org
wan-ifra.org/reports
World Press
Trends report
Is free of charge
for members

47. youtu.be/PS2SkwJmmSM

48. THANK YOU!
Vincent Peyregne
Chief Executive Officer
Cell +33 6 87 92 17 25
vincent.peyregne@wan-ifra.org
Twitter vincentpeyregne