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Where will News of the World advertising spend go?
With yesterdays widely reported closure of News of The World (NoTW), the question arises of who will benefit not only from their readership numbers but the vast advertising spend. Between January to May 2011, NoTW’s largest advertiser is was Sky (£2.1m) – which is no surprise as they are part of News International Group. This is followed by everything everywhere (£1.5m), P&G (£1.3m) and O2 (£1.2). With such high profile expenditure and high profile advertisers including Ford (the first to announce its withdrawal from advertising), Boots, ASDA and O2 withdrawing their spend, there has been a large amount of rumour as to where the £35m advertising revenue will go.
The general consensus of Press buyers suggests that it is expected that the revenue will stay within print, as the benefits of press advertising are well documented. However, it is still too early to predict who will benefit from this, particularly as media spend within the press is placed far later than with other media such as TV.
In addition, with the rumour of a launch of ‘The Sunday Sun’ (the domain was secured on 5th July) it could be that advertisers will just switch to this new paper. It is still too early to confirm speculation that The Sun will be moving to a 7 day publication and there has yet to be any comment released by James Murdoch.
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With yesterdays widely reported closure of News of The World (NoTW), the question arises of who will benefit not only from their readership numbers but the vast advertising spend. Between January to May 2011, NoTW’s largest advertiser is was Sky (£2.1m) – which is no surprise as they are part of News International Group.
News International chairman James Murdoch has announced that the last ever edition of the News of the World will be released on Sunday 7th July 2011. The closure of the News of the World comes after claims were made that the newspaper authorised hacking of mobile phones.
