číslo 1/2013 - Paneurópska vysoká škola

108
Global Media Journal
Daily tabloid Nový Čas (Ringier Axel Springer Slovakia) continued to lead with around 136-thousand
copies in sold daily circulation (decline of 5.3 percent). However, the circulation number reached in
December of 2011 lowest recorded level, the high point was in 2006 when it sold on average 190-thousand
copies daily. The second was another tabloid – Plus 1 deň (Spoločnosť 7 Plus) which was selling
around 55-thousand copies per day – decline of 3.8 percent. Pravda (Perex), which was the biggest loser
in 2009 decreasing by 19 percent in circulation, has returned to the spot of the most read quality daily – it
has grown by three percent to around 54-thousand sold copies daily. The biggest loss among national
dailies was recorded by the once most read quality broadsheet SME (Petit Press) with a 5.8 percent decline
and 53-thousand copies, its Hungarian-language counterpart Új Szó with a 12.6 percent decline
and 21-thousand copies. Financial and economic Hospodárske noviny (Ecopress) was holding stable with
17-thousand copies and 1.9 percent decline. Regional daily chain Korzár (Petit Press) had overall circulation
of 20-thousand copies (decline of 12.2 percent). Overall, sharp decline was recorded among smaller
dailies like Korzár and Új Szó, less 4-5 percent among tabloids and SME has lost on average (around 6 %)
while Pravda has increased.
It is clear that the rapid decrease in circulation numbers recorded for 2009 – 11.6 percent – had been
slowed down in 2010 (6.9 percent decrease) and 2011 (5.7 percent decrease). However, overall, the market
has lost of 28.8 percent in sold copies for the last five years (2007 – 2011).
Overall, the ad revenues in 2011 have declined; there are limited numbers available – however from
those, the decrease was around three percent for major player among dailies: Petit Press and more than seven
percent for TREND Holding, publisher of major economic weekly Trend.
In the case of readership, that was declining as well: Nový Čas ha reached 3.6 percent of population less
(reaching 25 % in 2010), interestingly – Pravda has reached less population in 2011 than in 2010 (6.2 vs.
6.8) even though it was increasing its sold circulation and Korzár/ Új Szó have expanded readership reach – in
case of Korzár from 3.5 to 3.9 and Új Szó from 2.2 to 2.4, even though they declined in circulation. Plus 1 deň
was unchanged with 7 % reach, SME declined 0.3 %, Šport 0.2 % and Hospodárske noviny grew 0.1 percentage
in population reach.
Online content continued to grow, especially with rising penetration of internet access and the growth
of social media. 2011, according to Interactive Advertising Bureau Slovakia, recorded a growth of 34.4 %
in comparison with 2010 and was more than 45 million euros. In 2010 the revenues were around 30 million
euros. Monitored Slovak websites earned 23.3 mil. euros in 2009, what was a slight decline of around
5 percent in comparison with previous year and it was the first decline in ad revenues of online media since
2004. The digital media industry earned 24.6 mil. euros in advertising in 2008 and 16.3 mil. euros in 2007.
SME.sk had in 2009 on average 1 529 000 unique visitors monthly (more than 9 % growth), among other
top news websites was of Ringier Axel Springer’s Nový Čas called Cas.sk with around 935.000 UV (growth
more than 26 %), Pravda.sk with around 881 000 (growth more than 15 %) and Pluska.sk of Spoločnosť
7 Plus with more than 18 % growth to 455 000 UV. An interesting project of digital paywall system Piano
Media was deployed in 2011 and some publishers and online outlets indeed recorded growing revenues
from this system – however there were not enough information to claim outright economic success of the
project.
GMJ Book.indb 108 21.1.2013 9:44