Magazine Advertising - MENA

MENA

Highlights

Ad spending in the Magazine Advertising market in MENA is forecasted to reach US$185.40m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of -3.85%, leading to a projected market volume of US$146.50m by 2030.
In 2024, the projected market volume is US$4.58bn, with the majority of revenue generated the United States.
By 2030, the number of readers in the Magazine Advertising market is anticipated to reach 0.0users.
The average ad spending per reader in the Magazine Advertising market is projected to be US$1.72 in 2024.
MENA's Magazine Advertising market is embracing digital transformation to reach a wider audience and enhance engagement in the region.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Magazine Advertising market in MENA has been experiencing a shift in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in the MENA region have shown a growing interest in digital content consumption, leading to a decline in traditional print media readership. This shift has prompted advertisers to allocate more of their budgets towards digital platforms, including online magazines and social media channels, to reach their target audiences more effectively.

Trends in the market: In Saudi Arabia, the Magazine Advertising market has been witnessing a surge in luxury and lifestyle publications, catering to the affluent population in the country. Advertisers are leveraging these magazines to promote high-end products and services, capitalizing on the growing purchasing power of the Saudi consumers.

Local special circumstances: The UAE stands out in the MENA region for its diverse media landscape, with a strong presence of international publications alongside local magazines. Advertisers in the UAE are increasingly focusing on niche magazines that target specific demographics, allowing them to tailor their marketing messages more precisely and enhance engagement with their target customers.

Underlying macroeconomic factors: The economic diversification efforts in countries like Qatar and Kuwait have led to a more competitive advertising market, with a growing number of local and international brands vying for consumer attention. This increased competition has driven innovation in advertising strategies, with advertisers exploring new formats and channels to stand out in the crowded market and maximize their ROI.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on magazine advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical magazine editions.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.