Print Media in Croatia in Decline; “24 sata” Bestselling Daily

Total Croatia News

The best-selling daily newspaper is “24 sata”.

On Wednesday, the Croatian Competition Study announced a study of the print media market in Croatia in 2016 showed that all indicators were in decline – sales, advertising and commercial revenues, reports N1 on 8 November 2017.

The agency studied the print media market in Croatia in 2015 and 2016 on a sample of 53 news publishers and distributors. According to the data, last year’s sales of all general information dailies in Croatia amounted to 73.7 million copies, which was down eight percent when compared to 2015. This has continued a downward trend. In 2013, more than 100 million copies of daily newspapers were sold. The number fell to 91.2 million in 2014 and to slightly less than 80.3 million in 2015.

The drop in the sales figures was recorded by all general information dailies. The analysis shows that the largest volume of sales in 2016, just like in the previous four years, was achieved by “24 sata” daily (Styria Group Croatia), with a market share of between 30 and 40 percent. It is followed by “Jutarnji List” (Hanza Media Group), with a market share of between 20 and 30 percent, and “Večernji List” (Styria Group Croatia), with a share of between 10 and 20 percent.

“Slobodna Dalmacija” (Hanza Media Group) and “Novi list” (Glas Istre) are the only other daily newspapers with substantial sales. Both of them are of a regional character and experienced a decline in sales compared to 2015, with market shares ranging from between five and ten percent.

According to the AZTN data, a total of 4.3 million copies of the general information weeklies (national and regional) were sold in Croatia last year, which was down 13 percent compared to 2015. The drop in sales was recorded by most of the weeklies, with the exception of “Hrvatski Tjednik”, “National”, “Mali Podravski” and “Bjelovarski List”.

The best-selling weekly is “7Dnevno” (Portal Dnevno), which however recorded a substantial drop in the number of copies sold. It is followed by “Globus” (Hanza Media) and “Međimurje” (List Međimurje). All three weeklies have market shares of between 10 and 20 percent.

Daily newspapers’ advertising revenues recorded a downward trend in the last four years – the total revenue of publishers of daily newspapers in 2013 amounted to 255.7 million kuna, in 2014 to 219.7 million, in 2015 to 189.1 million, and in 2016 to just 167 million kuna, which was 12 percent less than in 2015.

On the other hand, weeklies recorded just a slight drop in advertising revenue of one percent last year. Total advertising revenue of weeklies last year amounted to 27.77 million kuna. Interestingly, it is regional and local weeklies which have more stable and substantial advertising revenues.

Looking at individual publishers, the largest advertising revenues among weeklies were achieved by “Dubrovački Vjesnik” (Hanza Media Group), with a market share of between 10 to 20 percent. Its biggest competitors are “Varaždinske Vijesti” and “Globus”.

Translated from N1.


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