Presentation about Spain Media Market

Transcription

IX European Press Distribution Round Table
Brussels, 6th October 2015
FANDE Presentation (SPAIN)
1
AGENDA
The Spanish Press Market: General Overview
Situation of the professional press distribution channel
(distributors + kiosks) and collaboration projects developed
for its support.
Press supply chain to supermarkets
2
AGENDA
for its support.
3
The spanish press market
Market Volume (Turnover Data 2014)
MAGAZINES
272 million euros (532 in 2005)
-48,8% from 2005 to 2014
NEWSPAPERS
790 million euros (1.164 in 2005)
-32,1% from 2005 to 2014
Source: Sgel Study “Press Distribution in Spain” and FANDE data
4
Evolución facturación revistas (Millones euros)
600,00
532,00
534,00
503,00
500,00
465,00
410,00
393,00
400,00
371,00
323,00
292,00
300,00
272,00
200,00
100,00
0,00
AÑO 2005 AÑO 2006 AÑO 2007 AÑO 2008 AÑO 2009 AÑO 2010 AÑO 2011 AÑO 2012 AÑO 2013 AÑO 2014
5
Evolución facturación diarios (Millones euros)
1.200,00
1.164,00
1.120,00
1.158,00
1.161,00
1.133,00
1.121,00
1.061,00
944,00
1.000,00
833,00
790,00
800,00
600,00
400,00
200,00
0,00
AÑO 2005 AÑO 2006 AÑO 2007 AÑO 2008 AÑO 2009 AÑO 2010 AÑO 2011 AÑO 2012 AÑO 2013 AÑO 2014
6
The press distribution sector
Magazines

Two levels of distribution: National and Local Distributors.
National Distributors (3): Services to publishers (nationals and
foreigners) distribution all over Spain:
SGEL, LOGISTA PUBLICACIONES, and GDEr (Grupo Boyacá).
Also some publishers with distribution department
7
Newspapers

Two levels of distribution: National and Local Distributors.
National Distributors (2): Services to publishers all over Spain:
GRUPO BOYACÁ AND LOGINTEGRAL
Also some publishers with distribution department

Main National Newspapers:
El País, El Mundo, Abc, La Razón, La Vanguardia, El Periódico
Marca, As, Sport, Mundo Deportivo
Expansión, Cinco Días

The Regional Newspapers are also very important



8
Local distributors



1.
2.
3.
LOCAL DISTRIBUTORS (88): deliver the publications
they receive from their suppliers
(national distributors or the publishers directly)
to the retail.
The local distributors work
in set territories on an exclusivity basis
for the publications they distribute.
Three groups:
Independent distributors (12)
Local delegations of national distributors
 Boyacá (33)
 Sgel (18)
 Logista (10)
Distributors owned by newspaper groups (15)
9

Geographical exclusivity given by the Publishers/National Distributor to
the local distributor, but with strong competition (Normally there are 2
Local Distributors in each province, except some cases of one only
distributor, or even more than 2 in some province):
Asturias: 3
local distributors
3 or 4 Local Distributors
in some areas


Asturias
Barcelona
Barcelona: 4
local distributors
10
Points of Sale

23.447 press selling points in Spain (2015)

For the moment, influence limited of newsstand chains and supermarkets.

Hard decrease (1995: around 32.000)
11
Publishers
3 National Distributors
88 Local Distributors
23.447 PoS
12
The press distribution sector (Trends)

Reduction of the market of periodicals (both magazines and
newspapers)

Disappearance of national distributors (Atheneum, Dispesa,
Dispaña, and Coedis) (Only 3 national distributors nowadays)

Process of concentration at local distributors level (closures,
mergers and acquisitions)

Reduction of selling points number (26% in last 15 years)
13
AGENDA
for its support.
14
Situation of the professional press
distribution channel
PoS number (2010 – 2015)
26.500
26.089
26.000
25.639
25.423
25.500
24.785
25.000
24.500
24.156
24.000
23.447
23.500
23.000
22.500
22.000
2010
2011
2012
2013
2014
2015
Source: ANDP Study “Press Point of Sales Number in Spain”
15
PoS Number 2015 (Typologies)
SUBTOTALES
% SOBRE TOTAL
% FACTURACIÓN SOBRE TOTAL
01 Kiosko/Local Prensa
7.010
29,90
38,37
02 Papelería/Librería
5.297
22,59
24,65
03 Gasolinera/Estación Sevicio
3.131
13,35
5,31
04 Local de Proximidad
5.238
22,34
19,16
05 Superficie Comercial
1.504
6,41
4,58
06 Establecimiento Turístico
275
1,17
1,23
07 Edificio Uso Público
172
0,73
1,29
08 Estación Viajeros
197
0,84
1,56
09 Otros
623
2,66
3,85
23.447
100,00
100,00
TIPOLOGÍAS
Total
16
% Tipologías puntos de venta (2015)
0,73
1,17
6,41
0,84
2,66
29,90
01 Kiosko/Local Prensa
02 Papelería/Librería
22,34
03 Gasolinera/Estación Sevicio
04 Local de Proximidad
05 Superficie Comercial
06 Establecimiento Turístico
13,35
22,59
07 Edificio Uso Público
08 Estación Viajeros
09 Otros
17
PoS Number 2012 -2015 (Typologies)
8.000
6.000
4.000
2.000
2012
2013
0
2014
2015
18








SPECIALISTS NEWSAGENTS
Wide offer (From 700 to 1.000 titles on exposition)
Capillarity (Wide net)
Professional perspective
Product knowledge (Prescription)
NEW KIND OF SELLING POINTS (Supermarkets, Petrol Station..)
Less offer (From 80 to 150 titles on exposition)
Selling press is not its main business
19
Collaboration projects developed for supporting the professional press
supply chain

Working group with representatives of newspapers publishers,
magazines publishers, national distributors and local distributors

Collaboration of the newsagents associations
20

Development of EDI systems provided by the Distributors

Supply of non editorial products (compensate the reduction of the
press market)

Agreement on partworks size (Signed in October 2007)

Agreement regarding newspapers covermounts (Signed in 2013,
renewed in 2014 and 2015): Objective: Foster the profesional press
supply chain vs others: i.e. supermarkets, postal services…)

Now negotiating a similar agreement for the partworks market
21
(Newspapers Covermounts Agreement)
Tramos del PVP de la promoción
Remuneración NETA del punto de venta
comisión en €
Inicial
Final
comisión en %
1,00
9,99
25,00%
10,00
14,99
2,65 €
15,00
19,99
2,90 €
20,00
24,99
3,40 €
25,00
29,99
3,65 €
30,00
34,99
4,10 €
35,00
39,99
5,10 €
40,00
44,99
5,15 €
45,00
49,99
5,50 €
50,00
54,99
5,60 €
55,00
59,99
5,90 €
60,00
64,99
5,95 €
65,00
69,99
6,05 €
70,00
74,99
6,15 €
75,00
79,99
6,20 €
80,00
84,99
6,55 €
22
(Newspapers Covermounts Agreement)
EVOLUCIÓN PROMOS CON CARTILLA 2012 - 2013 - 2014 (Número e ingresos para el canal)
DIARIO
Nº PROMOS
VARIACIÓN
%
VARIACIÓN
2012
2013
2014
(con 2012-2013)
LA RAZÓN
9
8
8
-1
-11,11
0
EL PAÍS
3
7
14
4
133,33
AS
61
83
68
22
EL MUNDO
3
12
10
MARCA
20
20
ABC
2
LA VANGUARDIA
%
(con 2013-2014)
INGRESOS PARA PUNTO VENTA (€)
VARIACIÓN
%
VARIACIÓN
%
2012
2013
2014
(con 2012-2013)
0,00
524.716
751.294
941.649
226.578
43,18
190.355
25,34
7
100,00
121.005
488.840
640.150
367.835
303,98
151.310
30,95
36,07
-15
-18,07
523.315
703.570
731.950
180.255
34,44
28.380
4,03
9
300,00
-2
-16,67
43.592
1.038.565
553.374
994.973
2.282,47
-485.191
-46,72
16
0
0,00
-4
-20,00 1.266.206
1.135.380
1.377.241
-130.826
-10,33
241.861
21,30
1
3
-1
-50,00
2
200,00
124.936
111.008
115.168
-13.928
-11,15
4.160
3,75
3
3
3
0
0,00
0
0,00
96.755
106.953
187.152
10.198
10,54
80.199
74,99
MUNDO DEPORTIVO
16
15
10
-1
-6,25
-5
-33,33
578.372
292.951
303.518
-285.421
-49,35
10.567
3,61
EL PERIÓDICO DE CATALUNYA
0
1
5
1
100,00
4
400,00
0
8.759
69.509
8.759
60.750
693,57
SPORT
9
3
2
-6
-66,67
-1
-33,33
327.522
13.308
9.875
-314.214
-95,94
-3.433
-25,80
TOTAL
126
153
139
27
17,65
-14
1.044.209
22,45
278.959
-51,85 3.606.419 4.650.628 4.929.587
(con 2013-2014)
6,00
23
distribution channel (Partworks Agreement)
0 a 4,99 €
5 a 6,99 €
7 a 10,99 €
11 a 14,99 €
15 a 19,99€
mas de 20 €
0
- 1,5 puntos
- 2,5 puntos
- 3,5 puntos
- 4,5 puntos
- 6 puntos
Nº Lanzamientos con TV
Variación
2013
18
Respecto a 2013
2015
20
2
11%
2016
23
5
28%
2017
24
6
33%
2018
26
8
44%
24
AGENDA
for its support.
25
The Pay per Scan System:

Initial situation: During last years different supermarket chains have
been requesting to distributors the payment of products based on
the supermarket data sales.

Proposed system:
The distributor delivers the publications (with or without invoice).
PoS dosn´t check the copies received.
PoS introduce on its systems the publications that sold.
Unsold publications are returned to the distributor.
PoS reports only publications listed as sold in its system.
PoS finally pays only for the amount controlled.






26
Risk for the Distributor:

Shrinkage: In the proposed system, all the losses produced at the
supply chain are charged to the Distributor. This losses are around
4-5% of sales.

Inventory costs: Using this system, inventory costs are fully
supported by the Distributor
27
Risk for the Publisher:

Display Allowance: Publishers must pay for being present at the
point of sale (i.e Walmart strategy in the US)

Conflict with its distributors for the sharing of the costs provoked by
the system

Distributors disappearance (At 2000, in the US there were
approximately 200 local distributors. Nowadays remain less than
10).
28
IX European Press Distribution Round Table
Brussels, 6th October 2015
Thank you¡¡¡
29

Presentation about Spain Media Market

Transcription

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