2011 newspaper advertising is up or down? Outperforming the overall market to work in

When in 2010 the Chinese press advertising up 18.9 percent, outperforming the overall advertising market, when many people's mind will have a question: "Is this not a flash in the pan?" In 2011, the Chinese economy in the face of more than prestige in the international financial crisis The growth rate continued to decline, and the dramatic changes in the media environment, many people will be how China's newspaper ad performance can not help but have doubts about.

Today, the third quarter of 2011 has been more than half the time, newspaper advertising market in the first half performance today? China's economy is closely related with China's newspaper ad, in the second half of this year's report card will produce what?

Outperforming the overall market during the first half

According to statistics, the first half of 2011, traditional media advertising market grew 14.1%, with newspaper advertising increased by 15.6%. Newspaper ads last year, although the growth rate of 18.9% compared to the first half of the growth rate decreased by 3.3 percentage points, but newspaper advertising is still the overall market leader in media advertising market.

Newspaper ads from the first half of the monthly growth trend in the data, due to the impact of the New Year and Chinese New Year, January up, down, year on year in February, the chain have declined, and newspaper advertising does not exceed the seasonal pattern; after 3 months newspaper advertising growth are maintained at above 20% in June compared with a substantial growth ring, but an increase has slowed.

For the above data, the CCTV market research consultant Yao Lin, senior research analysts believe that last year the financial crisis in 2009, newspaper advertising growth on the basis of a significant reduction in growth, with the resumption of growth factors. This year has been no recovery of the factors in the first half should be normal growth. "Currently, newspaper advertising has been the recovery of growth to stabilize growth. To outperform traditional media advertising market in general, indicating continued growth in newspaper advertising still has a strong driving force."

This view, director of the China Advertising Association newspaper beam thrift branch also agreed. He pointed out that in 2009 the financial crisis, China's newspaper advertising market has experienced a downturn during the second half of 2009 ad market signs of recovery emerged. Newspaper advertising increased considerably, and can be seen as the newspaper market in China experienced a "winter period" after the recovery of growth phase. Overall, in the past few years, the overall size of China's newspaper industry is still growing, distribution, advertising and other operating results rose year after year, showing overall stable development momentum. 2010 to 2011 in the first half of this time, the Chinese newspaper market is basically in a relatively stable phase.

Changes in the industry have a greater contribution

Newspaper ads again outperformed the overall market growth in the transcripts, the industry is undoubtedly a boost morale booster. So, from 15.6% of the increment, we can read out what? Real estate, automotive advertising industry, these two pillars of the first half of the contribution or what?

According to CTR Media Intelligence data show that compared with last year, the first half of 2011, newspaper advertising major industry resource structure changed significantly, most notably the two pillars of real estate and automotive industries different trends. Growth rate fell sharply last year, the real estate industry to become the most power in the first half of the industry, a jump of 39.2%, and made outstanding contributions to last year's car (traffic) increased by only 3.8%. "This once again confirms the industrial boom of the advertising impact of the law." Yao Lin said.

From the perspective of the major contributions to the industry, newspaper ads in the first half of this year 15.6% of the increment, the largest contribution of the real estate industry, contributed up to 52.6%; retail business, the incremental contribution of advertising is lower than last year, 17.3%, of which the automotive industry contributed only 3.1% increments, and last year was 20%. "The first half contribution rate changes, so that we can see the advertising industry a significant change in resources." Yao Lin analysis, the contribution of real estate 52.6%, while contributing to advertising growth, but also shows the high contribution rate for the newspaper room dependence on real estate. The risk of over-reliance on individual sectors is clear, to the growth of newspaper advertising brought a degree of uncertainty.

Began in April 2010 of real estate has now lasted more than a year, yet the anticipated price decline, part of the city did not take control measures continue to rise even a situation, the overall regulation of urban housing prices remain strong , but the market deserted, sales have fallen sharply, it is an indisputable fact. In this regard, Yao Lin pointed out that the real estate boom and advertising seems to be a negative correlation, that is, when selling the house, along with simultaneous increase in advertising will not; and the house when poor sales, advertising ready to accept its Daoxing. This has happened many times in the past two years happen again, advertising and industrial real estate boom seems to have become a departure from the law.

Yao Lin Jieshao said, from the regulation's impact on real estate advertising point of view, regulation of mid-April last year, when advertising on five or six months of negative growth, although the return to growth after July, but has been in the low single digits . But in the fourth quarter, the sudden appearance of more than 20% of the substantial growth, this trend has continued into 2011, but also signs of accelerating. In May this year, real estate advertising grew 69% in June and then a substantial increase of 76%. It can be seen, two months after the regulation is the developer of the wait period, then began to continue to grow substantially.

And real estate advertising continues to grow in stark contrast, is a substantial contribution of automotive advertising recession. Yao Lin concluded that, with real estate advertising on the contrary, the automobile industry and the advertising economy there is a high positive correlation between the relationship, it has been nearly 20 years of proven facts. In 2010, vehicle production reached a record high production of 18,264,700, an increase of 32.4%, sales of automotive 18,061,900, an increase of 32.4%. Boom driven by the market, car ads substantial increase of 38.8%. The first half of this year, total vehicle sales 9.156 million and 9.3252 million, an increase of 2.48% and 3.35%, to form a huge contrast to last year. Low levels in the automotive market, under the influence of the first half of the newspaper auto advertising increased by only 3.8%.

In addition to two significant changes in real estate and automobile industry, the entertainment and leisure, finance, education and training increased by 40%, 33% and 47% as newspaper ads to promote the growth of the main industries. In the first half of the increment in newspaper ads, entertainment and recreation to the incremental contribution of 12.4%, to become the third largest industry, incremental; in increments of 7% in the financial sector, education and training accounted for 6.5%, showing that good development trend of the two industries. The health care industry advertising continued to decline, the first half of a 6% negative growth in the first half of newspaper ads in the contribution rate of -2.1% increment, is the only top 10 industries in the negative contribution to the industry.

Trend in the second half is likely to continue

Advertising industry and economic trends are closely related. China's economic future trends, the Central Party School, members of the Council, Ministers of the Organization Professor Zhao Changmao that, despite China's economic growth rate has declined this year, but moderate in the coming period will decline, such as in the third quarter and fourth quarter will be further down, but the Chinese economy will continue to maintain a non-low growth rate.

Then, in the larger economic environment and economic context, the second half of the performance of China's newspaper ad, how will? The advertising industry what will change? In this regard, Yao Lin said, the first half of the newspaper advertising industry's first 3 concentration reached 55% over last year increased by 3 percentage points, the first six industry concentration is 70%, also increased by 3 percentage points . First half of the newspaper ads whether we can continue the trend of the second half, from the resource level, depending on several major changes in the industry. From this trend in several industries, the economy in the short term continue to follow the more likely, newspaper advertising trend is likely to be continued.

Car commercials in the first half of poor performance. Insiders said the recent auto market does not rebound, there continue to dip even possible, but by the end of or stabilizes. It can be expected, if the automobile market can not rebound and continue to maintain the current status of the second half advertising trends will not change. Last year, the main force driving growth in newspaper advertising industry, this year will be one of the most difficult industry.

Real estate advertising could continue for the first half of the problem of high growth, Yao Lin said, analysis of newspaper ads last year, has suggested that "national regulatory policies will not only loose, but will be translated into sustained measures. Developers and control policies and the consumer will not stop the game in this situation, the real estate as the largest newspaper advertising, newspaper advertising is likely to bring no small uncertainties and difficulties, perhaps This game will last long, but as long as the developers hope to seller, advertising is always an essential marketing tool. " Now look, when the judge is basically correct, so far, developers and regulatory policies and the consumer game continues, not only in the continuation of state regulation, but also to expand to more cities, real estate advertising is reaching new heights, increasing advertising seems to be a game means. "This shows that, in the context of regulation and market shrinking, the real estate boom and the advertising industry has a clear departure from the trend and, if this trend is the rule, that newspaper advertising for the second half will be a great good news. Of course, as mentioned above, where the risks and uncertainties that can not be ignored. "

Newspaper advertising risks and uncertainties facing the beam are also thrifty thought. In his view, China's current newspaper advertising market by showing the turbulent state is still worth vigilant. Macroeconomic policy adjustment on the advertising market are clear, the main newspaper advertising industry is not stable. For example, real estate, automotive and other industries market fluctuations, newspaper advertising to bring a certain amount of risk. Meanwhile, the growing popularity of new media and prosperity, the influence of traditional media advertising is still growing momentum of growth experienced decay, these are the advertisers need to consider when making media choices for key indicators. In addition, the industry led to the homogenization of irrational competition, the strong impact of the new media market due to loss of function of the newspaper public opinion back, press and slow the reform process, these are colleagues in the press need to face the problem, is related to Press key to sustainable development. Jin Yafen