Newspaper Advertising - MENA

MENA

Highlights

Ad spending in the Newspaper Advertising market in MENA is forecasted to reach US$521.20m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of -4.53%, leading to a projected market volume of US$394.60m by 2030.
With a projected market volume of US$5.03bn in 2024, the majority of revenue will be generated the United States.
In the Newspaper Advertising market in MENA, the number of readers is anticipated to reach 0.0users by 2030.
The average ad spending per reader in the Newspaper Advertising market in MENA is estimated to be US$4.54 in 2024.
Amidst the digital shift, newspaper advertising in MENA remains resilient, attracting niche audiences seeking trusted and credible information sources.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

Over the past few years, the Newspaper Advertising market in the Middle East and North Africa (MENA) region has shown interesting trends and developments.

Customer preferences: Customers in the MENA region still value the credibility and authority that newspapers hold, especially in comparison to digital media. Print newspapers are often seen as a trusted source of information, particularly among older demographics who are more accustomed to traditional media channels.

Trends in the market: In countries like Egypt and Saudi Arabia, there has been a noticeable shift towards more targeted advertising in newspapers. Advertisers are increasingly looking to reach specific niche audiences through newspapers, rather than opting for mass circulation. This trend is driven by the need for more personalized and effective advertising strategies.

Local special circumstances: One interesting development in the Newspaper Advertising market in the MENA region is the rise of bilingual newspapers. In countries with diverse populations, such as the UAE and Qatar, newspapers are often published in both Arabic and English to cater to a wider audience. This presents a unique opportunity for advertisers to reach a more diverse customer base through a single advertising channel.

Underlying macroeconomic factors: The economic diversification efforts in countries like the UAE and Saudi Arabia have had a positive impact on the Newspaper Advertising market. As these economies shift towards knowledge-based industries and services, there is a growing demand for targeted advertising in newspapers to reach professionals and decision-makers. Additionally, the stability of these economies has boosted consumer confidence, leading to increased spending on advertising in newspapers.

Data coverage:

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

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.