The Association of Online Publishers (AOP) has announced the results of the seventh annual AOP Census survey. The results reveal that UK online publishers predict a 16 percent growth in their digital revenues in 2009 - with digital revenues defined as income generated from various sources including online advertising (eg: display, classified, search); subscriptions; paid content, e-commerce, sponsorship and commercial content.
The census was conducted from February 9 to March 2, 2009. Against the backdrop of economic uncertainty, digital publishers remain pragmatic about the long-term future of their businesses, but are intent on investing in people skills and business functions in 2009. Sixty-three percent of online publishers expect to increase their digital investment this year, with only 7 percent anticipating a decrease in investment.
Pressure on advertising pricing and the development of multimedia sales teams are challenges that were raised by publishers in this year's survey. Respondents have highlighted that they will invest in better skilled teams and technical infrastructure. One of the main trends to emerge from the study is the move towards integration of staff across traditional and digital businesses. About 65 percent of respondents expect more functions across departments to be integrated in 2009, including advertising planning/research; editorial; product/brand research; and advertising sales.
In a change in format, the AOP Census has been split into two parts this year and was conducted in-house under the supervision of Tim Cain, AOP's Head of Research and Insight, appointed in January 2009. The initial census report provides an overview of the online publishing industry and future planning, including business achievement and revenue. The second part of the survey, due to be conducted and published later in the year, will cover content, content delivery, trends, opinions, threats and opportunities.
