Print Advertising to Level Out, Online Still Strong
While online advertising via classified ads sites continue to grow stronger, the bottom seems to be in sight for print advertising. The new figures released by Fairfax Media’s classified page ad volumes in June are currently at their lowest rate of decline since last year.
According to Goldman Sachs chief media analyst Christian Guerra, the downward trend in classified advertising had started to moderate. “Our page count for June has revealed that year-on-year declines in total pages and pages of classifieds continue,” he said. “However, assisted by easing year-on-year comparables, the rate of decline has clearly stabilised.”
An indicator of the moderating downward trend is the more evident in Fairfax’s biggest daily circulation broadsheets The Age and The Sydney Morning Herald. The former recorded a 35 percent decline in June, which is an improvement over the 39 percent in May. The latter, has recorded a decline rate of 30 percent in June, improving over May’s 37 percent.