AOP 2009 Census: Online publishers predict digital revenue rise of 16% despite recession

This article was migrated from an old version of our website in 2025. As a result, it might have some low-quality images or non-functioning links - if there's any issues you'd like to see fixed, get in touch with us at info@journalism.co.uk.

There used to be something here that couldn't be migrated - please contact us at info@journalism.co.uk if you'd like to see this updated!

UK online publishers have predicted a 16 per cent growth in digital revenues this year, despite the current economic crisis, according to a survey by the Association of Online Publishers (AOP) In its seventh annual census of the industry, the AOP concluded that this growth will come from a range of sources, such as online advertising, subscriptions and e-commerce.

AOP members were responsible for digital revenues in excess of £800 million in 2008, the survey, which was conducted from February 9 to March 2 using an online questionnaire, suggested.

In last year's census, UK online publishers foresaw a much higher rise, with a 52 per cent growth in digital revenues expected. Speaking in a press release at the time , the then director of the AOP, Ruth Brownlee said the industry was in 'a bullish mood' despite holding concerns over the recession's impact on the industry.

But this year's survey, which consults AOP business members, suggested that online publishers felt there was growing pressure on advertising pricing and the need to develop multimedia sales teams.

One of the main trends to come from the survey was increasing integration of traditional and digital operations, according to a release. The census suggested that 65 per cent of respondents expect to integrate areas such as advertising planning, research, editorial, product/brand research and advertising sales this year.

"This year's census has highlighted that the revenue model for advertising doesn't appear to be significantly shifting," Tim Cain, AOP's head of research and insight, said in the release.

"Whilst we're seeing CPC [cost per click] increasingly adopted as a pricing mechanism (up 50 per cent year-on-year) the advertising model is still predominantly led by CPM [cost per thousand impressions] (89 per cent) and sponsorship (84 per cent), which are also being used more widely amongst publishers."

AOP chairman and digital and multimedia director of Telegraph Media Group, Alison Reay, said she was pleased there is still growth in the industry at a time of economic downturn.

"Given the global trading climate we're operating in, this is a motivating insight into the mood of UK publishers for the coming year – and it's encouraging that they remain focused on developing their offering for their audiences in both B2B and B2C areas," said Reay in the release.

"AOP members are able to draw on a diverse range of revenue streams, and are less dependent on advertising income only.  They are therefore able to offer a strong and credible stance in defending their business position in 2009."