Outdoor is getting up, radio is getting by and print is getting behind

Press has been in a steady decline over the years, and despite advertisers spending 15 million Euros more on print in 2021 than in 2020 (512 million Euros altogether), print is the only segment that lost from its average share, its 7% in 2020 melting to 6% in a year. Publishers are trying to find a way to withstand this trend by merging their print and digital teams so that they can offer more competitive solutions – according to Jiři Pudil, Media Planner of _CANMedia.

As mentioned above, outdoor advertising bounced back quite hard after the huge blow it had taken during the COVID lockdowns, reaching over 519 million Euros. Digitalization played a significant part in this, by offering solutions from simple QR-codes to dynamic, weather-based spot deployments.

Radio advertisements increased from 342 million Euros to 394 million; however, due to the immense boom experienced overall, in case of radio, this meant a stagnation of share numbers in most CEE-countries. 

Just like all other segments, the future of radio lies within a digital environment: radios have been integrating their programs into social platforms and venturing to digital formats. Podcasts are rapidly gaining popularity, for example, 58% of all Romanian podcast listeners only discovered the genre last year.

Published: May 8, 2023

DÓRA PETHŐ
COMMUNICATIONS MANAGER | WECAN
dora.petho@wecan.net
Dóra had obtained her Master’s degree in media communication, and after internships at global enterprises and local PR-agencies, she has worked in weCAN for more than 5 years. In the agency network, she is responsible for content creation and editing, project management and event organization.

Recently viewed articles

Outdoor is getting up, radio is getting by and print is getting behind

The purpose of our website is to provide information. All content has been compiled with the utmost care and is regularly checked. The page content is general, descriptive content, but there may be variations due to country-specific characteristics and legal regulations depending on the user / place of use.  The information on the webpage is not to be considered as business or legal advice for specific situations. The publisher shall not be liable for any legal consequences arising from the use of the information. If you want an official position, always contact the competent office if you need advice from the right expert.