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Advertising
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Hürriyet's ad revenues grew 17.3% on US dollar basis and 8% on New Turkish Lira basis in 2007.
Ad Sector in Turkey Total ad spending in Turkey grew 32.3% in 2007 on the previous year and reached US$ 2,529.9 million. The significant ad revenue growth in the online segment led Hürriyet to focus on this channel in 2007. Online ad revenue grew from an estimated US$ 31.5 million in 2006 to US$ 107.6 million in 2007. The share of the Internet in the overall ad market reached 4.3% in 2007. Share of TV ads in total ad spending dropped one percentage point to 50.8% whereas share of newspaper ads dropped 1.7 percentage points to 31.3%. Despite the decrease in its share, the newspaper ad market grew from US$ 631.1 million to US$ 790.9 million.  Ad Spending by Various Industries
The telecommunication, finance and beverage sectors accelerated their ad spending in 2007. In line with economic growth, total ad spending is estimated to grow approximately 16% in 2008. This growth is expected to be driven primarily by finance, construction, telecommunications, food and retail trade industries. Ad Revenue of Hürriyet  Hürriyet's ad revenue ended 2007 with 17.3% growth in US dollar terms and 8% growth in New Turkish Lira terms. Ad spending in 2007 was driven primarily by state enterprises, finance, construction, telecommunications and tourism industries. Hürriyet maintained its leadership in job listings, social ads and classifieds in 2007 as well. 1,188 ads from 110 advertising agencies applied for the “Kırmızı, Basında En İyiler Reklam Ödülleri” (“Red, Best Press Ads Awards”) ad competition, which was concluded in January 2008. Ad Market Share (%)  Among media companies, Hürriyet had the largest share in the ad market in 2007 as well, maintaining its leadership in this field. Its market share was 12.2% of the overall advertising market and 39% of the newspaper ads market. Ad Revenue of Publications and 2008 Targets In 2008, Hürriyet's newspaper ad revenues and online ad revenues are estimated to grow 10% and 110%, respectively, whereas the ad revenue of Referans and Turkish Daily News newspapers are estimated to increase 50%. The expected rate of growth in total ad revenues for 2008 is 15%. Hürriyet 2008 • A special 60th Year Issue, made up of six sections and 120 pages, will be published on May 1, 2008. • A special supplement for the European Soccer Championship will be published at the end of May. Hürriyet also has plans to publish at least eight company supplements for shopping malls and the retail trade sector. Company supplements and a trade fair issue will be published during the Autoshow trade fair later this year. • New applications will be launched using the opportunities presented by the post-it machine beginning in June. • Various projects undertaken via the collaboration of TV, Internet and newspaper will be continued at an increasing pace. • The Human Resources supplement will include advertorial interview pages, starting with a page each for L'Oreal and Fiat. • Hürriyet is planning a six-month pilot on field sales jointly with a team comprised of classified ad agencies. • Taking into consideration the future developments in new generation cell phones, almost all of which have become hand-held computers thanks to the technological advances in the last few years, Hürriyet will develop a new application that will send classifieds to cell phones, thus taking the next step toward the future of the industry. • Hürriyet will launch a Human Resources Magazine geared toward below-mid-level positions based on the “free magazine, paid ads” approach using the distribution network of the 20 Dakika (20 Minutes) Newspaper. A separate file will be included in the Otoyaşam magazine each month except in January, July and August. • Campaigns to increase advertisement income from obituaries with features such as special dimension pricing will be continued. • Regional activities will also continue at an increasing pace. Hürriyet is planning to establish a Regional Ad Office in Trabzon and launch a regional edition for the Black Sea region. The “Magazin” magazine, whose first issue will be published in Antalya in March, will be distributed free of charge every month with Hürriyet Akdeniz (Mediterranean). Izmir, Bursa and Kayseri regional editions will be published as part of the “Stars of Turkey” campaign. Hürriyet is also planning to open ad offices in Gaziantep, Konya, Kayseri and Eskişehir. The Company also plans begin publishing “Spor” (Sports) supplement on Tuesdays. back to top
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