Market Comments 2012


The European Graphical Paper market had a tough year. At the same time as the Eurozone was suffering from recession, the structural change in demand of graphical papers continued. New media such as smart phones, tablets etc. have changed the way to consume and communicate information, and where to spend advertising money.


Magazine Papers


  • The Western European demand of Magazine Paper has decreased by 7% compared to 2011
  • Demand decline largest in Coated Mechanical Paper (-10%), less severe in MF Magazine (-4%) and SC (-4%)
  • Low delivery-to-capacity ratios during the year in SC and Coated papers


Magazine Papers





  • The Western European Newsprint demand decreased by 11% in 2012 (2011)
  • Exports have increased during 2012 compared to previous year, mainly to North America and Asia
  • Newsprint advertising spending decreases faster than any other media




Mechanical Book Paper


  • Book Paper demand in Western Europe declined by 1% 2012 (2011)
  • There has been an increase in the e-book demand, especially in the UK, without any significant impact on the Mechanical Book Paper demand
  • The Western European deliveries have increased during the year compared to previous year due to greater exports


Book Paper


Telephone Directory Paper


  • The Western European demand of Telephone Directory Paper fell by 10% compared to 2011 
  • Digital solutions are replacing printed Telephone Directories


Telephone Directory Paper


Sources: Euro-Graph, Nielsen Global AdView Pulse, Holmen Paper

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