British Newspapers Grow Ad Market Share

By: E&P Staff British newspapers are facing the same tough cyclical and secular forces as American papers, but managed to grow their market share of display advertising for the second straight year, according to a new study.

The Newspaper Marketing Agency, created by Britain's national newspapers, said newspapers accounted for 14% of display ad revenue in 2007 -- putting the medium ahead of magazines (10.8%), outdoor (7.4%), radio (5.7%), Internet (5.3%), and movie theaters (1.5%).

Television continued to be the ad revenue king in Britain, growing to 35.7% last year from 34.9%.

The study was conducted by Nielsen Media Research, which, like E&P, is owned by The Nielsen Co.

The Newspaper Marketing Association said some of the credit for the newspaper share increase should go to its work over the past five years promoting the medium in print.