The print segment in the CEE in 2024

In 2024, the print and press segment in Central and Eastern Europe showed some slow-down in its long-term decline. Across the region, newspapers and magazines lost circulation and advertising revenues, reflecting the ongoing migration of audiences and advertisers toward digital channels.

While television and online media absorbed the majority of budgets, print remained a marginal player, typically accounting for under 5% of total ad spend, and in several markets dropping to 1%.

Despite the contraction, press has not disappeared from the regional media mix, the amount spent in print advertising grew to 558 million EUR, by 12%, however this didn’t change its average or overall share in the regional ad spend.  In certain countries, select titles maintained influence through digital subscription models or niche editorial authority, particularly in politics, business, and opinion-forming weeklies. Publishers also experimented with hybrid solutions, combining premium print formats with online and programmatic offerings to attract advertisers seeking quality environments.