Newspapers’ advertising income up 12.6% to €142m

IRISH national newspapers’ advertising revenues rose 12.6% to €142.6 million in the first six months of the year.

National Newspapers of Ireland (NNI), the industry group representing the Irish Examiner and other national titles, said yesterday that the pick-up in advertising revenue reflected a rebound in the market and an improving economy.

Revenue from advertising agencies grew almost 11% to €72m during the six months, while direct advertising, which consists of ads placed directly with newspapers without using an agency, gained 14.6% to €70m.

NNI chairman Gavin O’Reilly said the industry had gone through a regeneration and newspapers had continued to outperform other media in reaching target audiences.

“Tighter budgets have understandably led advertisers to scrutinise the effectiveness of advertising across all mediums. Despite hyper-audience fragmentation, these results prove that confidence in the newspaper and its ability to reach the greatest relevant audience remains steadfast,” said Mr O’Reilly, who is also chief operating officer of Irish Independent publisher Independent News & Media.

Ad agency Carat Ireland topped the table of big spenders by placing ads worth €7.9m with NNI members during the six-month period. Brindley Advertising and Mindshare/mediaedge:cia were next on the list with spending of approximately €6.5m each.

NNI said the figures represented the third quarter in a row that advertising spending had increased. The Irish ad market has recovered in line with a global pick-up, as confidence returned to companies that had clamped down on discretionary spending to ease pressure on cashflow.

NNI represents nine newspaper publishers. The group was originally set up to promote newspaper advertising, but has since moved into other areas and also acts as an industry lobby group on issues such as defamation laws and high VAT rates on newspapers.