Abstract
Major national newspapers in circulation today can trace their origins to
publications from the colonial period. Early Australian newspapers serve as an
important record of local, state and national events and their pages are a
rich source of information about a community' s history. According to latest
April 2009 reports, the Australian newspaper industry is outperforming its
counterparts in the UK and US, with advertising revenues only falling
marginally from 2008.
In the advertising scenario, there is a global recession, and it is forecasted
that Australia will have a soft 2009, after two strong years of performance.
According to market researcher Aegis Media, the advertising industry in
Australia will increase 1.7% in 2009. However, with a price inflation of 5.2%,
spending will actually drop 3.5%. Only the online sector will mark a real
growth of 9.7%, but the figure is cut to 5.7% if price inflation is considered.
The future of the ad industry is not in doubt - things will get better, but
only companies that have positioned themselves correctly will be able to
capitalize on the upswing. To do this, many firms are looking toward
technology as the point of departure for huge returns. The convergence of the
Internet with television, the growth of wireless communication, and the
increasing use of digital video recorders all offer new avenues and challenges
for advertisers. Further consolidation across national borders is also
expected as ad firms try to deliver global capabilities in an increasingly
competitive market.
Aruvian Research' s report on Analyzing the Australian Media & Advertising
Industry thoroughly explains the Australian advertising industry by
establishing a clear demarcation of the industry components and the top
spenders as well as the service providers in the global context. This helps
the reader understand the industry in a nutshell overlooking the competitive
activity in the industry.
The report also builds a mapping of the major advertising segments namely
newspapers, magazines, internet advertising, amongst others. In this section,
the report explains each of these markets in detail with their commercial
characteristics along with the major players which are active in these markets
thereby drawing up the overall business picture for advertising in these
markets.
The report presents a future outlook for the Australian advertising industry
in order to better equip the researcher with the projected growth variants for
this industry.
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