Press display advertising fell 10% in 2012, and we forecast a slower decline this year (about 7%), as press benefits from the deluge of telecoms advertiser spend and the ongoing commitment of retailers to national newspapers and fashion and beauty brands to leading magazine
But structural factors are gathering pace relentlessly: circulation decline is accelerating in some categories and rate cards remain under pressure. Some smaller newspapers and poorly differentiated magazines face the possibility of an existential crisis in the next five years
Publishers able to embrace creative marketing solutions from an integrated digital and print platform will stimulate a more sustainable model in the medium term – but this requires a more radical rethink than is commonly assumed
The Competition Commission has provisionally decided that local (but not national) advertisers will suffer if the Global/GMG radio merger is passed and its suggested remedies are for Global to divest stations outside London and the West Midlands or simply unravel the whole transaction.
If these provisional findings are confirmed in May 2013, Global will find itself in the unenviable position of looking for a purchaser or more of radio assets, since the transaction was finalised in June 2012.
Although the Competition Commission is likely to prefer a single buyer of the portfolio to minimize the purchaser’s risk, it may be content with a carve up of the GMG stations, in which case we see Bauer Media as being a strong contender for stations out-with its current footprint.
Press advertising performed worse than we expected in 2012, with double digit declines both last year and this year now a very real possibility.
Previously resilient areas of the press have weakened. Popular national titles have seen sharp advertising declines, while faltering circulation in celebrity magazines exposes an underlying decline in demand.
Retail and services advertisers continue to pull spend from print, largely in favour of online, though TV is also very resilient. Industry efforts to offset these structural shifts include the development of trading platforms, further consolidation and a number of commercial editorial tactics.
On 29 November, the Leveson Inquiry into the culture, practices and ethics of the press finally issued its report. Its verdicts on the conduct of the press, politicians and police were less severe than expected.
The three main political parties have accepted most of the report’s recommendations, but have disagreed over the use of statute. As expected, the Conservatives are against, while Labour and the Lib Dems are in favour.
Subsequent cross-party talks and negotiations between editors have so far failed to produce agreement, with the process only becoming more opaque as time goes on. The shape of the future regulatory system remains uncertain.
The third of our four reports on specialist advertising focuses on the automotive sector and AutoTrader's role at the heart of the dealer ecosystem
The used car market has been remarkably resilient in recent years, but as with many classified categories the core trend in digital is diversification to a suite of services from a core listings model
AutoTrader's owners Apax Partners and Guardian Media Group will of course be considering their options in terms of an exit from their investment
In this report we show the findings of our 2012 UK mobile user survey. The report is a wide ranging analysis of the mobile market based on our consumer research, focusing on the competitive landscape among the mobile operators and smartphone manufacturers, and the changing consumer behaviour that has and will continue to impact the market
CPW’s key operating metrics worsened again in the March quarter, with connection volume growth dropping to -19% and like-for-like revenue growth dropping to -5.5%
Weakness in the UK prepay market continued to affect CPW’s results, with volumes again down 30-40%, but contract sales did not mitigate this as much as last quarter, with growth in the UK but declines in continental Europe
Prepay is not likely to improve until the end of 2012, as the volume decline annualises out and more smartphones are available at prepay price points, and contract recovery is dependent on economic recovery
We forecast print media advertising will be down by about 4% in 2012, with national newspaper display roughly flat, performances we envisage will be seen as a temporary reprieve once the substantially tougher 2013 that we expect to follow is underway
Print media is not out of the structural woods, and even relatively small revenue contraction will amplify pain as the opportunities for further streamlining fixed-cost physical distribution operations are realistically diminishing
Digital is a greater challenge for paper than for screen media, as consumer and advertiser demand continues to weaken, yet publishers struggle to generate the killer service solution to stimulate scale revenue online
Enders Analysis co-hosted its annual conference, in conjunction with BNP Paribas and Deloitte, in London on 19 January 2012. The event featured talks by 13 of the most influential figures in media and telecoms, and was chaired by Sir Peter Bazalgette. An edited transcript of notes taken during the speaker presentations follows.
The speakers were Sir Martin Sorrell (CEO, WPP), Glen Moreno (Chairman, Pearson), Martin Morgan (CEO, DMGT), David Levin (CEO, UBM), Dan Cobley (MD, Google UK & Ireland), Mike Pocock (CEO, Yell), Vittorio Colao (CEO, Vodafone), Charles Dunstone (Chairman, Carphone Warehouse, TalkTalk Group), Stephen Carter (President, Alcatel-Lucent EMEA), the Rt. Hon. Jeremy Hunt MP (Secretary of State for Culture, Olympics, Media and Sport), Neil Berkett (CEO, Virgin Media), Liv Garfield (CEO, Openreach) and Ed Richards (CEO, Ofcom).
Carphone Warehouse’s Q3 2011/12 volume and revenue was severely hit by a steep reduction in UK prepay volumes, with prepay subsidy cuts driving a drop in the UK market of as much as 40%
However, stronger volumes of higher margin contract handsets drove a small improvement in gross profit for the quarter
The unexpected prepay weakness means that Carphone Warehouse’s handset business will have roughly flat operating profit in its 2011/12 financial year at best, although given the negative external factors this would reflect a strong underlying performance