Print publishers were able to grow their online ad revenues from 50% in 2019 to 66% in 2020. At the same time, revenues from advertising in print media fell significantly, according to Kommersant.
So, at the publishing house Komsomolskaya Pravda, the share of online advertising revenue increased from 50% to 62% per year, in Arguments and Facts (AiF) from 29% to 40%, the publications said. In "Vedomosti" the share of online reached 63% in total ad revenues, while a year earlier the figure was 44%. RBC's online share, excluding TV channel revenues, was already 90% in 2019, and reached 92% in 2020.
According to the Association of Communication Agencies of Russia (AKAR), print advertising in Russian publications in 2020 decreased by 47%, to 8 billion rubles. The main reason was the pandemic, due to which, in 2020, many publications suspended print editions or reduced circulation.
However, the acting head of the Union of Printing Industry Enterprises (SPII), Pavel Miroshnikov, believes that revenues from both online advertising and advertising in print have been underestimated. In many publications, a significant share of income in 2020, according to the expert, was occupied by advertising, which Mediascope does not take into account, and, accordingly, it is not included in the final assessment of AKAR. These are, for example, messages without the label "advertising material", native advertising and messages posted under government contracts.
In 2021, according to market participants, the share of digital advertising will continue to grow, but interest in paper is also renewing. In particular, AiF expects the segment to grow from 40% in 2020 to 50% in 2021.