The Irish Independent reports that Irish newspaper advertising revenue is up 1.3% to €367 million euro. That 1.3% overall increase incorporates, they say, a whopping 8% increase in advertising spend from advertising agencies. To which I can’t help asking why?
According to Maeve Donovan, managing director of the Irish Times and chairwoman of the National Newspapers of Ireland (NNI):
“This level of increase — against a backdrop of general economic uncertainty — is proof positive that agencies understand newspapers and recognise the unique benefits of the medium.
“Newspapers offer a cost-effective means of targeting a clearly-defined audience while other media have to take account of increasing audience fragmentation and reduced opportunities for targeting. “
This leap in print advertising revenue bucks the international trend, where print media are losing revenue to digital media hand over fist as advertisers divert ever more of their advertising budget online. In the UK internet advertising eclipsed newspaper advertising back in 2006, and leading online analysts firm e-marketer predicts that online advertising will overtake Television, the granddaddy of traditional advertising media, by 2010.
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