YULI AHMADA: Newspaper Death Watch

Senin, 10 Juni 2013

Newspaper Death Watch

Forecast Shows Media Markets Stabilizing

Posted: 09 Jun 2013 07:42 AM PDT

PwC (formerly PricewaterhouseCoopers) has issued its 14th annual outlook for the global entertainment and media industry, and the trends are mostly positive – or at least not horrendous – for mainstream media through 2017.

Newspaper advertising is expected to decline 2.9% annually to $28.5 billion in 2017, from an estimated $33 billion last year. The sector “is not in ‘terminal decline,; at least in the near or medium term,” writes MarketingCharts in a summary article. “In fact it has shown some resilience, and print circulation has stabilized even as newspaper websites attract an increasing number of readers.”

TV advertising looks particularly strong, with a 5.1% forecasted compound annual growth rate. Advertisers are particularly intrigued about the potential of personalization and so-called “second screen” viewing which permits audience members to interact with the broadcast as well as with each other.

Even radio is forecast to grow, driven by satellite networks. And then there are billboards. Those out-of-home vehicles will lag only TV advertising in projected revenue growth, perhaps because they still deliver a unique experience and you can’t avoid looking at them.

The full report costs $2,200, but the links above provide the highlights.