Monday, August 10, 2009

Newspaper Ad Revenue to Recover

NEW YORK (AdAge.com) -- Sorry, haters of traditional media: Newspapers' slide is going to end. That's the word, at least, from a new forecast projecting that newspapers' print ad revenue will actually rebound 2.4% next year.

"We are forecasting that by 2014, newspaper income will be up a total of 8.7% over the 2009 figures, to slightly more than $39 billion," said Colby Atwood, president of ad research firm Borrell Associates, in the forecast. "That will be short of its 2008 level, but a long way from extinction -- and good enough to increase newspapers' share of total ad revenue 1.5 points, from 14.4% to 15.9%."

According to Borrell, newspapers are going to stick around -- no longer as important or big, but as niche players serving a "greatly distilled" audience of well-educated, higher-income readers.

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