Print media planning in Saudi Arabia

Abstract

Almost three‐quarters of advertising spending in Saudi Arabia goes to print media. This condition stems from the fact that some important media for developing countries including cinema, radio, and rental video are not available for placing advertisements. Despite being an important channel for advertising, the print medium has serious problems. These problems include limited circulation, inefficient distribution, lack of readership information, and unreasonable cost of advertising space. After discussing the characteristics of various newspapers and magazines published in Saudi Arabia, places these print advertising media alternatives in proper perspective with respect to their effectiveness.