Canadian Magazine Industry News
19 June 2008,     NATIONAL
PwC projects 2.7% growth for Canadian consumer magazines over next five years

Canada’s consumer magazine market will continue to grow over the next five years, according to the latest projections in Pricewaterhouse Coopers’ Global Entertainment Media Outlook.

The breakdown:

  • Total revenues will rise from $1.2 billion in 2007 to $1.4 billion in 2012, increasing at a 2.7% annual rate.
  • Print advertising will reach $782 million by 2012, up from $665 last year, increasing at a 3.3% rate.
  • Advertising on magazine websites and mobile sites will reach $78 million by 2012.
  • Circulation revenue will decrease at a 0.5% rate, from $530 million in 2007 to $518 million in 2012.

In a release, Tracey Jennings, leader of the PwC Canada entertainment and media practice, commented:

"While there are still significant revenues coming from traditional segments, the biggest movemenets and highest growth in consumer and advertising spends will come from those who leverage their existing consumers and advertisers and take them into the world of new media, enabling consumers to access content on any platform.

"Yet we cannot lose sight of the growing 50-plus demographic, who will continue to consume the media in the format they have become accustomed to.This older generation will balance out the new Net generation - meaning traditional media will continue to be significant. The question now is how advertisers are going to leverage all these different media, combined or stand-alone, to engage the individual customers and their unique media consumption styles."

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