UK national newspaper advertising revenue will dip to below £1bn for the first in 2014, according to a forecast from WPP media buying arm GroupM.
GroupM estimates that despite total UK advertising revenue expected to increase by 5.4 per cent this year, national print titles will not benefit. While digital advertising growth remains strong, GroupM said it would not be enough to offset print ad decline.
“Advertisers are using less volume per campaign in print, but more digital where quality and reach are improving,” said Adam Smith, futures director at GroupM. “In most cases this is not enough however to replace lost press ad revenue.”
Digital advertising is expected to increase by 12.8 per cent year-on-year and account for nearly £1 in every £2 spent by advertisers, while national newspaper display and classified advertising will drop 10.5 per cent year-on-year to £971m.