Market trends at 31 December 2020

Owing to the COVID-19 emergency and the relating health measures adopted (in particular, the total closure of the physical sales channel – bookstores and chains – with restrictions also on sales in the e-commerce channel experienced during the first lockdown), at the end of the first half, the Trade Books market lost 10.1% in terms of value versus 2019, the result of a reduction generated mainly in March (-29.2%) and April (-45.8%). The strong growth witnessed in the third (+8.4% versus 2019) and especially fourth quarter (+16.8% versus 2019) helped the market make a strong recovery, materializing at the end of the year in a 3.3% increase in terms of value, driven mainly by the double-digit growth of the e-commerce channel.

The magazine market performed as follows in 2020:

  • the advertising market posted an overall decline of 15.3%; all channels were down, heavily affected by the impact of the COVID-19 health emergency: digital -0.8%, TV -9.5%, newspapers -16.2%, radio -25.0% and magazines -36.6%.

The digital advertising segment alone showed a clear reversal from third quarter, growing by approximately 12% in the fourth quarter versus the same period of the prior year.

  • the magazines circulation market in the newsstands and subscriptions channels dropped by 8%;
  • the add-on sales market reported a negative 0% (-17.5% for add-ons bundled with magazines, +10% for those with newspapers).

Market's evolution

FY209M201H201Q20FY199M191H191Q19FY189M181H181Q18FY179M17
 Trade books +3.3% -3,8% -10,1% -9,6% +5,5% +4,6% +4,0%+0,8% -1,1% -0,4%-0,1%4,1%5,4%2,3%
  • Bookstore chains and e-commerce*
 n.a. n.a.n.a.n.a. +8,3% +7,5% +6,9% +0,8% -1,1% -1,3%-1,2%0,8%2,7%1,9%
  • Independent bookstores
 n.a.n.a.n.a.n.a.-1,3% -1,5% -0,6% -2,6% -2,7% -3,5%-3,2%-1,3%-2,0%-4,1%
  • E-commerce
 – – – – – – +10,6% 8,5% 12,911,6%21,6%37,3%24,6%
  • Large retailers
 n.a.n.a.n.a.n.a. 0,0% -3,4% -8,0% -17,3% -18,7% -16,7%-12,5%-4,5%-12,2%-14,2%
Magazines
  • Circulation**
 -11.8% -12,0% -11,3% -8,8% -12,4% -12,3% -12,3% -13,5% -8,6% -9,0%-9,1%-9,3%-10,6%-11,9%
  • Advertising

Print

 36.6% -40,3% -41,5% -12,2% -13,9% -15,2% -15,4% -13,1% -8,2% -8,9%-8,6%-11,0%-6,2%-7,0%

Web

 0.8% -7,1% -17,2% +4,8% +3,5% +2,1% +2,0% +3,0% 4,5% 4,0%2,1%2,5%1,7%-1,0%
  • Add-ons
 17.5% -0,6% -3,7% -2,1% -11,9% -7,9% -6,9% -5,6% -18,2% -10,8%-16,4%-19,5%-21,9%-27,7%

* As of May 2019, GfK expanded its coverage panel by increasing the survey of e-commerce operators; as a result, the overall market value and the relative yoy differences were re-profiled and the details by channel were revised by merging book chains and e-commerce.

* *Starting from 1H 2016, the % variations refer to the whole circulation market trends (newstands + subscriptions)

Sources
Trade book: GFK (value)
Magazine: circulation, internal estimate (value) – advertising, Nielsen (value)