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Europe continues to be heavily impacted by the Eurozone financial crisis. Economic instability translates directly to the advertising market, which sees a -2.7% decrease in budgets during the first half of 2012. The decline in advertising spending is in large part due to embattled markets of Greece, Italy, Portugal and Spain. 


 Magazine Papers

  • The Western European demand of Magazine Paper has decreased by almost 10% compared to the same quarter last year.
  • Demand decline less severe in MF Magazine.
  • Magazine advertising spending decreases faster than any other media. 
  • Total deliveries of MF Magazine up 1% due to increased exports. 





  • The Western European Newsprint demand has decreased by 11% so far this year.
  • The deliveries from Western Europe have not decrease as much thanks to increasing exports to mainly North America and Asia.
  • The advertising spending continues to decline in Newsprint.


Q3 Newsprint



Book Paper

  • There is no change in the Western European Book Paper demand compared to last year. Even though there is an increase in the e-book demand, especially in the UK.
  • The Western European deliveries have increased due to greater exports. 



Q3 Book



Telephone Directory Paper

  • The Western European demand of Telephone Directory Paper continues to fall. 
  • Digital solutions are replacing printed Telephone Directories.  






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

The Holmen Group

Holmen is a forest industry group that manufactures printing paper, paperboard and sawn timber and runs forestry and energy production operations. The company’s extensive forest holdings and its high proportion of energy production are strategically important resources for its future growth.

Holmen AB

Tel: 08-666 21 00

E-post: info@holmen.com

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