Advertising in the press: volumes are higher than commonly believed
Leading publishing houses in Russia, including Independent Media, Condé Nast Russia, Hearst Shkulev Media and others, joined with ACAR to conduct a test recount of advertising in the press using an updated methodology. According to preliminary data, the absolute figures for 2016 and 2017 were significantly higher – 5% and 15%, respectively – than those obtained using the current methodology.
Now the working group will recount the data on volumes as a whole for the period 2016-2017. Plans call for this stage to conclude within the coming month so that calculations for the press segment will be fully updated according to the new methodology by late February-early March, when ACAR traditionally announces its annual results.
Independent Media Director of Marketing Research and Development Olga Bobrova:
“The preliminary results of the central magazines segment coincide with our internal data, which show a positive dynamic – and this is good news for the market. We are pleased that the results of last year’s Mediascope study, which showed that glossy magazines are an effective advertising medium, will now be backed up by concrete figures.”
Eleven leading publishing houses in Russia requested that ACAR clarify the methodology and recount the data on the volume of the advertising market in the press segment. The publishers felt that the existing methodology for estimating the volume of advertising in the press had become outdated, did not fully correspond to current realities, and lacked any expertise performed by leading market players. The introduction of a new methodology makes it possible to assess the market accurately, thereby benefitting the entire media industry.