Communications Regulatory Authority

Magazines
Data analysis carried out for weekly magazines for 2004, with reference to the
top magazines in terms of circulation, shows an average setback of copies sold
compared to the previous year of about 2%.
As regards monthly magazines, the sample extrapolated from the Informativa
economica di sistema (Media & Communications Industry Database), annually
transmitted by operators in 2004 shows a substantial stability of sales compared to
2003.
In 2005, the analysis of revenues from the sale of copies net of collateral
products, shows a 1.5% decrease compared to 2004.
As pointed out for daily newspapers, the contribution from the sale of collateral
products appears as significant. The overall value is about 29.75% of the revenues from
circulation.
Unlike daily newspapers, by making a comparison between the last two financial
years, the figure concerning revenues for optional products increased significantly
(+8.79%). This can be explained by the increased integration of the collateral publishing
product in magazines, mainly in specialized ones.
Also in magazines the higher share of revenues from the sale of collateral
products refers to the book sector (50.51% in 2005). In 2005, the significant increase -
compared to 2004 - of the digital video product (+20%) is to be pointed out.
In 2005, revenues from the sale of advertising spaces show an average increase
by 1%. The growth rate, below expectations, is due to the unspectacular results of some
among the leading publishing companies of magazines such as Arnoldo Mondatori
Editore, RCS Periodici, Hachette Rusconi which, in 2005, recorded a decrease in the
revenues from the sale of advertising spaces on their magazines.
1.2.5. Advertising
The international and European framework
In 2005, with a 4.9% growth, worldwide advertising investments exceeded 300
billion euros (table 1.23.). The performance was therefore good, even if in 2004 the
growth was 7.4%.
With reference to each geographical area, North America and Europe, the most
significant markets, which together make up for the 70% of the total investments
worldwide, show growth rates of 3% and 3.7% respectively, a bit lower than the
average rate, which was positively influenced by the increased dynamism of the areas
(Latin America +16%, Africa and the Middle East +17%) characterized by much less
developed situations as to the advertising market. In terms of value, North America
records the higher increase with a growth of 4 billion euros.
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