Market trends (2021)

The books market grew by 14.7% versus 2020 and by 18.5% versus 2019 – a year unaffected by the pandemic and free of the COVID-related distortions when comparing results – so consolidating the positive trend experienced throughout the year.

The Media relevant market performed as follows in 2021:

  • the advertising market posted an increase: for digital activities of 17.6% and for magazines of 3.6%;
  • the magazines circulation market declined by 7%;
  • the add-on sales market reported a negative 7% (-8.4% for add-ons bundled with magazines, -2.7% for those with newspapers).

Market's evolution

Trade books+0.1%-1.8%-1.6%+14.7%+25.3%+36.8%+5.4%+3.6%+3.3%-3.8%-10.1%-9.6%+5.5%+4.6%
  • Circulation**
  • Advertising




  • Add-ons

* As of May 2019, GfK expanded its coverage panel by increasing the survey of e-commerce operators; as a result, the overall market value and the relative yoy differences were re-profiled and the details by channel were revised by merging book chains and e-commerce.

* *Starting from 1H 2016, the % variations refer to the whole circulation market trends (newstands + subscriptions)

Trade book: GFK (mkt value, sell-out data)
Media: circulation (newstands + subscriptions), internal estimate (value) – advertising, Nielsen (value)