DHL 2001 Annual Report Download - page 63
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63
Following the boom in 2000, the growth trend in the advertising industry
has slowed considerably in the year under review, with the trend reversing in
some areas. The volume of the German advertising market amounted to around
€41.3 billion.As in the past, the advertising business relies heavily on paper-
based mailings as a medium for reaching customers directly. Nonetheless, the
direct marketing segment, which is important to our business, also saw a
slowdown in growth. The market for advertising mailings, telemarketing and
e-marketing amounted to a forecast volume of €13.3 billion in 2001 with
Deutsche Post World Net holding a market share of 15.6%.
The market for press product distribution amounted to a forecast volume
of approximately 21 billion items,as in the previous year. This segment also
felt the effects of the economic downturn in 2001. The circulation increases at
consumer magazines were cancelled out by equal circulation decreases, partic-
ularly in the specialist financial press.On the whole, we saw decreases in page
numbers due to the lower advertising revenue at these publications. Our main
competitors in this highly fragmented market are distributors of local news-
papers. Our Business Division Press Distribution generated 11.0% of the total
sales of this market, i.e. the same share as last year.
Corporate Divisions
Mail
Market volume: €7.8 billion (2001).
Total volume of the mail market in Germany
95.0% Deutsche Post 5.0% Others
0.6% Letters >200g
3.3% Competitors’ market share
2.7% Local post
1.1% Self-delivery
0.6% Remailing
*Advertising mailings, telemarketing
and e-marketing: €13.3 billion.
Total volume of the direct marketing market*
15.6% Deutsche Post 84.4% Others