Brands in the print advertising market use long-form communication for impactful reach


Global Print Advertising Market Report 2022 – Global Market Size, Trends and Forecast 2022-2026

The Business Research Company Global Print Advertising Market Report 2022 – Global Market Size, Trends and Forecasts 2022-2026

LONDON, GREATER LONDON, UK, Feb. 18, 2022 / — Print advertising industry trends include brands moving towards long-form print ads, i.e. full-page and text communications. This is likely to gain popularity in the print advertising market. Brands, in general, will have a lot to communicate to their customers and positions to articulate, so demand communication that is not limited to 145 characters, a 15-second news flash, or a single powerful visual. For example, in July 2020, MasterCard published a two-page issue in The New York Times expressing support for the LGBTQIA+ community. Additionally, in support of GLAAD’s NEON Legacy series, a collection of photos and videos was created by black LGBTQIA+ creators. In 2020, P&G released a long-form print ad for its Secret Deodorant/Anti-Perspirant product that aims to ask people to join Secret’s appeal for gender equality.

In March 2020, Lambert & Co., an American public relations and integrated marketing company, acquired Fairly Painless Advertising, Inc., a company providing marketing and advertising services, for an undisclosed amount. The acquisition is expected to transform Lambert & Co. from a public relations firm specializing in advertising and creative services to a fully integrated agency specializing in creative services and the advertising space. Fairly Painless Advertising, Inc. is a US-based full-service advertising agency that provides research, planning, and creative services spanning print and digital design.

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The global print advertising market size is expected to grow from $31.84 billion in 2021 to $31.63 billion in 2022 at a compound annual growth rate (CAGR) of -0.7%. The market registered a decline due to the closure of businesses around the world due to restrictive COVID-19 measures, including social distancing and movement of goods. The print advertising market share is expected to reach $28.40 billion in 2026 with a CAGR of -2.7%.

The huge population of newspaper and magazine subscribers drives the global print advertising market. According to the American Press Institute survey, the majority of newspaper subscribers also pay for a print magazine, which is one of the most popular types of publications with good reach for advertisements. According to the Audit Bureau of Circulations in November 2019, the Sun newspaper has sold around 1.2 million copies in the UK. People of all ages read the newspapers and magazines which are the mainstay of these print advertisements, however, the majority of subscribers who pay for newspaper subscriptions are older adults and long-time readers. They find it easy to read newspapers because it gives them the leisure to read according to their time, and also they use a lot less digital apps and spend less time on gadgets. This factor is contributing to the growth of the print advertising market.

Key Players Covered in Global Print Advertising Industry are Ogilvy & Mather, MullenLowe, McCann Worldgroup, Publicis Groupe, Dentsu, Havas, Gray global, Droga 5, BBDO, VMLY&R, WPP Group PLC, Omnicom Group, Interpublic Group of Companies and Hakuhodo.

The global Print Advertising market report by TBRC is segmented by Type into Newspaper Advertising, Magazine Advertising, Poster & Banner Advertising, Others, by Industry into Retail, Electronics & Telecommunications, insurance and finance, automotive, other, by supplier in large enterprises, small and medium enterprises.

Global Print Advertising Market Report 2022 – By Type (Newspaper Advertising, Magazine Advertising, Poster & Banner), By Industry (Retail, Electronics & Telecom, Insurance & Finance, Automotive), By Vendor ( Large Business, Small & Medium Business) – Global Market Size, Trends and Forecasts 2022-2026 is part of a series of new reports from The Business Research Company that provides print advertising market overview, size and growth forecasts Print Advertising Market Report for Overall Market, Print Advertising Market Segments, Geographies, Print Advertising Market Trends, Print Advertising Market Drivers, Print Advertising Market Constraints, major competitors’ revenues, print advertising market profiles and market shares.

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