Newspapers grew their share of display advertising revenue to 14% last year despite circulation declines, according to the latest research from the Newspaper Marketing Agency. The figure is up from 13.7% in 2006.
The year-on-year increase keeps the sector ahead of outdoor (7.4%), radio (5.7%) the internet (5.3%) and cinema (1.5%). The figures, compiled by Nielsen Media Research, TV also grew its share from 34.9% in 2006 to 35.7% last year but, in contrast, the magazine sector fell from 11.2% in 2006 to 10.8% in 2007.
A NMA spokesman says it has been carrying out research in conjunction with a number of research companies such as Millward Brown in the categories such as food, cosmetics and toiletries. It has been using the consumer insights and audience research to present to agencies and advertisers to prove the effectiveness of advertising in the medium.
The spokesman adds it is in those categories the newspaper industry has seen a marked rise in ad revenue.
The NMA, which was set up in 2003, and is currently running a print campaign to promote the medium to advertisers, points to the work it has been doing over the past five years as a major contributing factor to the ad revenue growth.