The print media market comprise of magazines, newspapers and other periodicals, books, directories and mailing lists, and other works, associated to calendars, greeting cards, and maps and other related services such as advertising space by different establishments being published in print media.
Video magazines are a series of online videos which follow print magazine format. The consumers are able to spend almost twice amount of time watching video content online, largely on desktop or a mobile device, that are engaged in reading the text online. The numerous studies have highlighted that the video advertising generates nearly four times of the lead as per the non-video advertising. There have been considerable rise in mobile Internet has taken off everywhere, glowing as a revolution over customer’s behaviour. The use of tablet and e-reader shipments have continued to be robust, and ever increasing the share of device owners with preference to read digital versions of their favourite newspapers and magazines. Further, the use of newspapers is being challenged over an online aggregators and television networks, as well as over by standalone vertical alternatives. Moreover, the magazines use is also losing the readership owing to a customizable social magazines and digital-only interactive sites.
According to report, “Print Media Global Market Report 2019” Some of the key players operating in the market include News Corp, Pearson PLC, Bertelsmann, Axel Springer, Gannett Company Inc. The newspaper industry has comparatively high entry hurdles owing to strong branding associated with existing players.
The impact of print media on the customer is much higher as it allows for discoverability of the ads and user as per interest can spend time for particular advertisement. Also, higher quality of engagement and quality of the audience gives it more opportunity to influence and drive change in the print media market. In addition, the considerable rise in literate population, increase in consumerism, further drives the growth in the print media. Also newspaper companies entering into newer regions and segments would lead to stronger growth over the forecast period.
A large portion of the global population subscribes to newspapers and magazines due to habit of reading it and it is also considered to be symbol of respectability for educated families. Moreover, print ads are less disturbing and at the same end user can spend quality time provided by the unlimited exposure with other forms of media as it enables the study at leisure time without any time limit or breaks. Print media also provides position flexibility by offering a choice to advertisers where they can place advertisement in a publication.
The global print media market is segmented by type into directory, mailing list, and other publishers, book publishers, newspaper & magazines publishers. The market is further sub segmented into directory and mailing list, other publishers, consumer books, educational books, religious books, newspapers, magazines.
Based on geography market for media consist of include Asia-Pacific, Europe, the Middle East and Africa), North America and Latin America. The report further analyse the competitive analysis of the market covering the major players of the global print media market.
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Ankur Gupta, Head Marketing & Communications