Advertising of the future will still be printed

摘要

In recent years print advertising has more or less managed to hold on to its market share. But how has the relationship between the various forms of advertising shifted? Is direct mail growing? Are newspaper ads continuing to decline? What will we print tomorrow? Since the end of the last year, it looks as if the German advertising market is slowly recovering. In 2003 net advertising revenues of all media, according to the Zentralverband der deutschen Werbewirtschaft (ZAW), the German advertising industry association, fell (only) by around 2 percent compared to the previous year - total revenues of the industry amounted to Euro 19.6 billion. The year prior to that - 2002 - saw a reduction in advertising revenue of 7.5 percent with total revenues of Euro 20 billion. For the current year, ZAW optimistically even expects growth of 2 percent.