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DESTINATION: TURKEY ADSPEND Magazine adspend (usd million)


20 40 60 80


0 68 59 63 48 40 53 56 59 61 64 Adspend share(2012)


2006


2007


2008


2009


2010


2011


2012


2013


2014


2015


Cinema 1% Source: ZenithOptimedia Advertising Expenditure Forecasts September 2013


magazines. The company is leading the market with 32 per cent of magazine sales and 51 per cent of the advertising market. The third largest magazine publisher is


Turkuvaz group. It publishes eight licensed titles and 29 magazines in total. They have a 16 per cent share of magazine sales and 10 per cent of advertising revenue. Gezi Parki protests during the summer of 2013 caused the majority of advertisers to cut their spending. Many licensed magazines had to switch publishers and many local titles were shut down. However, this does not change the overall market for magazines in 2013. There are two main distributors in


them 40 are licensed Turkish editions of foreign magazines. Turkey has a strong tradition of humour magazines. There are many weekly humour magazines published with no advertising revenue.


Advertising market The Turkish advertising market was worth €3bn in 2013. Like many other countries, TV gets the lion’s share of the market at an increasing rate. Online is the fastest growing segment of the market. It reached US$469m in 2013 and is on track to surpass newspapers within two years. These numbers are motivating publishers to focus on digital publishing. Advertising revenue for magazines is decreasing on a regular basis. We see that lost revenue moving to online. Magazines already have the smallest share of the market at 2.2 per cent. The largest magazine advertisers are


At a glance


Capital: Ankara Population: 80,694,485 (July 2013 est.) Median age: 29.2 years GDP: US$783.1bn (2012 estimate) Currency: Turkish Liras (TRY) Languages: Turkish, Kurdish Literacy rate: 87.4 per cent Source: FIPP World Magazine Trends 2013/4


fipp.com Top media owners*


Dogan Burda Feza Gazetecilik Turkuvaz Dogus Tubitak Dogan Egmont Mutlu Om Media Turk Media Maya Lletisim


* By circulation. Source: FIPP World Magazine Trends 2013/4


construction and decoration companies with a total share of 18.3 per cent. Textile, cosmetics, information technologies and telecom advertisements make up 42.8 per cent of the magazine advertisement market. To make up the lost revenue, event


marketing has become an important revenue stream for magazines. Dogan Burda is the leader in this segment. We generated 12 per cent of our revenue from event marketing in 2013.


The big players


Dogan Burda is the largest magazine publishing company in Turkey. It is a joint venture between the Turkish Doğan Group and German Burda Group. The company publishes 78 magazines consisting of four weekly, 22 monthly and 52 with various frequencies. Of these, 10 are licensed


Turkey. They distribute the majority of the newspapers and magazines. There is also a joint venture company called DPP established by Dogan Group’s distribution company Yaysat and Burda Group. DPP focuses on distribution planning and marketing. The company also offers its services to the other publishers in the market. Magazine and newspaper distribution companies have a strong IT infrastructure that allows them to project the sales of a magazine within the first week with 98 per cent accuracy.


Online and tablet publishing Most magazines in Turkey have an online presence. However, websites are used to promote the magazine rather than provide media-rich content. On the other hand, the oldest women’s magazine Elele has a portal with one million unique visitors. Tablet versions of the magazines are usually PDF replicas. Elle, Vogue and Atlas have their own applications. There are four kiosk applications from where tablet versions are sold. Two more will be available before the end of the year. There are also two magazines published only on the tablet, Nexxt and Istanbul Life Weekly by Dogan Burda. These magazines are free of charge and financed by advertisement revenue.


Mehmet Yilmaz is CEO of Dogan Burda issue 83_2014 | Magazine World |37


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