Global Newspaper Advertising Category - Procurement Market Intelligence Report

This procurement report offers key insights on the best practices for supplier selection and the strategies for category management.

  • Published: Nov 2017
  • Pages: 83
  • SKU: IRCMSTR14615
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Key Features of Report


Supply Market Insights
Procurement Best Practices
Cost Saving Opportunities
Pricing Models
Negotiation Strategies
Category Risk Analysis
Key Supplier Analysis
Supplier Capability Matrix


Newspaper Advertising - Category Spend Analysis


According to procurement analysts at SpendEdge, the demand for daily newspapers from households is a key growth driver for the newspaper advertising market. There has been a substantial demand for daily newspapers from household consumers across the globe. Such a demand can be attributed to factors such as increasing middle-age demographic groups within households that prefer to read newspapers to gain information. This may increase newspaper advertising spend by buyers that wish to target end-users such as household consumers. For instance, total daily newspaper circulation (inclusive of free dailies) in 2014 was over 500 million copies, which amounts to 1 newspaper copy per two households across the globe. This substantial demand for daily newspapers across the globe may increase newspaper advertising spend, thus driving the overall market.

The use of AR for targeted newspaper advertising is an emerging trend in the market. AR is the integration of digital information with buyers' environment, which creates a virtual and interactive platform. Increasing number of newspapers are adopting AR technologies to make the newspaper appealing to multiple demographic groups. Through the use of AR technology, newspapers enable buyers to watch video, animation, and other online content. End-users need to scan a certain section of the newspaper with their mobile devices, which leads them to online advertising content. Increasing number of newspapers are combining animated online content along with targeted advertisements using the AR technology. For instance, brand Lynx places newspaper advertisements with AR, which allows potential buyers to have more interaction with the brand and its message


Newspaper Advertising - Procurement Best Practices


Buyers should adopt systematic procurement practices that allow them to gain better control over service providers, irrespective of the prevailing market conditions, as it will help them manage their expenses better and procure good-quality service.


One of the procurement best practices for buyers is to build a standard process for onboarding an agency. Buyers need to build a standard process for selecting and on-boarding of advertising agencies. This can be done using parameters such as detailed RFI documents, checking fee structure, and work samples to help streamline the creative process and have mutually agreed on benchmarks in standards

Newspaper Advertising - Procurement Challenges


According to this procurement research, one of the key procurement challenges faced by buyers is measuring ROI. Buyers may not be able to gauge or measure the efficacy of marketing campaigns (inclusive of newspaper advertising) and ROI associated with the same. Tracking ROI of newspaper advertising is difficult and there are limited efficient tools/solutions that provide these features. Moreover, service providers charge a premium for measuring ROI of newspaper advertising services leading to increased procurement costs for buyers.


Newspaper advertising is one of the oldest and most popular forms of advertising that has managed to stay relevant in this digital space and age. Newspaper advertising predominantly refers to print advertisements that are displayed across local, national, daily or weekly news publications. This upcoming procurement research report, which is part of SpendEdge’s marketing category, would provide actionable insights on the pricing trends, growth drivers, procurement challenges and best practices, and the supply landscape in the newspaper advertising market.

Category overview of the global newspaper advertising market

Analysts at SpendEdge consider the various segments within the market based on the types of newspaper advertisements, such as newspaper display advertisements and newspaper classified advertisements. The display ads are displayed alongside general content, while classified ads are positioned across distinct sections based on the advertisement category.

Furthermore, this report also considers the market segmentation based on the key market end-users such as:

  • Retail
  • Finance
  • Real Estate
  • Fast Moving Consumer Goods

This upcoming procurement research report would provide detailed insights into the continuously evolving supplier landscape to help improve source-to-contract cycle performance within the newspaper advertising market. Additionally, it helps sourcing professionals develop enhanced category strategies, understand supplier and market challenges, boost savings, and implement sourcing best practices.

This report can be personalized according to your needs. Contact us now!



  • TAKEAWAY 01 | Market Overview
  • TAKEAWAY 02 | Demand and Supply Snapshot
  • TAKEAWAY 03 | Key Market Dynamics
  • TAKEAWAY 04 | Supply Market Highlights
  • TAKEAWAY 05 | Pricing Insights
  • TAKEAWAY 06 | Procurement Insights


  • Category Definition
  • Research Methodology


  • Category Spend Analysis
  • Category Maturity by Regions
  • Demand-Supply Shifts
  • Regional Demand-Supply Snapshot
  • Market Developments
  • Regional Impact of Trends
  • Key Category Growth Drivers and Corresponding Regional Impacts
  • Major Category Growth Constraints and Corresponding Regional Impacts
  • Key Current Technological Innovations
  • Major Regulatory Frameworks
  • Strategic Sustainability Practices
  • Porter’s Five Forces
  • PESTLE Analysis


  • Supplier Operational Capability Matrix
  • Other Prominent Suppliers by Region: Operational Capability Matrix
  • Supplier Functional Capability Matrix
  • Other Prominent Suppliers by Region: Functional Capability Matrix
  • Key Clients/Partners
  • Supplier Cost Breakup
  • Supplier Positioning Matrix


  • Pricing Models Snapshot
  • Pricing Models – Pros and Cons
  • Indicative Pricing


  • Major Category Requirements
  • Major Procurement Pain Points
  • Category Sourcing Evolution Matrix
  • Procurement Best Practices
  • Cost-saving Opportunities
  • Supplier Selection Criteria
  • Category Negotiation Strategies
  • SLA Terms
  • Supplier Evaluation Criteria
  • Category Risk Analysis


  • Dentsu
  • Y&R
  • McCann
  • BBDO
  • DDB


  • Glossary
  • Key Notes
  • About Us

Research Framework

SpendEdge presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key category influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary research

  • Procurement heads
  • Category managers
  • Sourcing consortium professionals
  • Industry experts and thought leaders
  • Procurement managers
  • Category heads of suppliers
  • Client account heads/managers
  • Client and industry consultants

Secondary research

  • Industry journals and reports
  • Periodicals and new articles
  • Category webinars
  • Internal categiry playbooks
  • Industry and government websites on regulations and compliance
  • Internal databases
  • Industry blogs/thought leader briefings



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