Print Advertising Global Market Report 2024

The print advertising distribution market size has grown steadily in recent years. It will grow from $30.43 billion in 2023 to $31.7 billion in 2024 at a compound annual growth rate (CAGR) of 4.2%. The growth observed during the historical period can be attributed to several factors, including the dominant role of print in marketing, the presence of well-established print infrastructure, the extensive reach of circulation, active reader engagement, and the generation of advertising revenues.

The print advertising distribution market size is expected to see steady growth in the next few years. It will grow to $36.74 billion in 2028 at a compound annual growth rate (CAGR) of 3.8%. The projected growth in the forecast period can be attributed to factors such as the implementation of integrated print-digital marketing strategies, the seamless integration of print and e-commerce, the adoption of niche audience targeting techniques, the use of localized and hyper-targeted advertisements, and collaborative efforts with digital channels. Prominent trends in this forecast period include the incorporation of augmented reality (AR) in print advertisements, the utilization of QR codes and interactive elements, the development of storytelling and editorial-style content, the inclusion of specialized magazine inserts, and the execution of local print advertising campaigns.

The print advertising market thrives due to its substantial readership base, consisting of a vast population that subscribes to newspapers and magazines. A survey by the American Press Institute reveals that a majority of newspaper subscribers also pay for print magazines, a popular publication type offering significant advertising opportunities. The Magazine Media Factbook 2022 reports that the total audience across print and digital platforms reached 222.2 million readers in 2021. People of all age groups continue to engage with newspapers and magazines, particularly older adults and long-time readers who prefer print media for its leisurely reading experience and reduced digital interaction. This demographic characteristic contributes significantly to the growth of the print advertising market.

The main categories of print advertising encompass newspaper advertising, magazine advertising, posters, banners, and other forms of printed promotional material. Newspaper advertising is a marketing method where ads appear alongside regular editorial content within a newspaper. These advertising efforts span across various sectors, including retail, electronics, telecommunications, insurance, finance, automotive, and other industries. The providers of print advertising services range from large enterprises to small and medium-sized businesses.

The print advertising market research report is one of a series of new reports that provides print advertising market statistics, including print advertising industry global market size, regional shares, competitors with a print advertising market share, detailed print advertising market segments, market trends and opportunities, and any further data you may need to thrive in the print advertising industry. This print advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The printed advertising market is expected to see growth propelled by the retail industry's increased focus on advertising. The retail sector encompasses businesses offering products and services to consumers and relies on various channels to promote their offerings, with printed advertising being a widely used and effective tool. It enables retailers to convey brand messages, showcase products or promotions, and create an enticing shopping environment. For example, in August 2022, reports from Sensor Tower Inc. reveal that retail spending on advertising in the US reached nearly $2.7 billion in the first quarter of 2021, reflecting a 6.5% increase from the previous year. Additionally, retail ad spending in 2021 totaled $870 million, a substantial $300 million (51%) increase compared to 2019. Thus, the retail industry's intensified advertising focus drives the growth of the printed advertising market.

The print advertising market faces significant competition from newer digital advertising media, such as internet and mobile advertising, which poses challenges to its growth. Companies are increasingly turning to digital marketing tools like social media to create more interactive, accessible, and location-independent ads with broader reach. According to the Interactive Advertising Bureau (IAB), digital advertising revenue surged by 35% to $189 billion in 2021. Advertisers favor digital video formats for engaging consumers across generations, further fueling digital advertising growth. Consequently, the growing prominence of digital marketing is likely to curtail the expansion of the print advertising market in the foreseeable future.

Major companies operating in the print advertising market are investing in innovative technologies, such as QR Code Technology. This technology enhances the user experience by providing additional information and interactive content in print advertising. For example, in June 2023, TenantMagic LLC introduced QR Code Technology, a standard strategy for offering audiences supplementary details and engaging marketing materials. QR codes, which can be easily generated online, serve as digital tools that enable users to access various types of data when scanned with a smartphone. Marketers commonly use QR codes to provide convenient digital access to additional content while on the move.

The leading companies are also leveraging automated print to digital advertising technology to bolster their profitability in the market. This technology empowers publishers and advertisers to generate additional revenue by converting print ads into interactive digital experiences. For instance, in February 2022, Smartico.ai launched automated print to digital advertising technology. Publishers have reaped substantial benefits by transforming print advertisements into digital formats through this technology. It enables businesses to target specific demographics, monitor the effectiveness of campaigns, and create comprehensive marketing plans that meet customers where they are and in their preferred manner.

In October 2023, Ennis Inc., a US-based business forms company, made significant acquisitions. The company acquired Eagle Graphics Inc. and Diamond Graphics Inc., enhancing its manufacturing capabilities and expanding its presence in Pennsylvania. These acquisitions also broadened Ennis Inc.'s product offerings and clientele. Both Eagle Graphics Inc. and Diamond Graphics Inc. are prominent US-based print advertising companies.

Major companies operating in the print advertising market include Canon Solutions America Inc., DGI USA Inc., Gannett Co. Inc., Valassis Communications Inc., R.R. Donnelley & Sons Company, Axel Springer SE, Pearson PLC, Sensory Interactive Inc., Valassis Direct Mail Inc., Soft Signage Inc., News Corp, Bertelsmann Printing Group, Transcontinental Inc., Anchor Electricals Pvt. Ltd., CAYK Marketing Inc., DeSantis Breindel Inc., Digital Ink Printing Inc., Lewiston Water Power Company, Carlsbad Manufacturing Corporation, LVMH Moët Hennessy Louis Vuitton SE, Pfizer Inc., Nestlé S.A., Prestige Cruise Holdings Inc., D.A. Stauer Ltd., Colony Brands Inc., Direct to Door Marketing Inc., BBDO Worldwide Inc., Ogilvy & Mather International Holdings Inc., DDB Worldwide Communications Group Inc., Grey Group Inc., McCann Worldgroup LLC, Leo Burnett Worldwide Inc.

North America was the largest region in the print advertising market in 2023. Western Europe was the second largest region in the print advertising market. The regions covered in the print advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the print advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Spain, Canada

The print advertising market consists of revenue earned by entities by providing services such as planning, developing, creating, and managing advertisement and promotional activities in print media such as periodicals, and print newspapers. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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