The absence of bad news counts as good news for newspapers these days. Which is the proper context to consider this report from Borrell Associates, showing newspapers enjoying a "modest bounce" in ad sales over the next five years.
I wouldn't plan on spending that phantom revenue quite yet. Borrell has not be accurate in past tea leaf readings and I doubt they are accurate now.
Also, a modest increase from historic lows normally wouldn't be a shock, but, where oh where will it come from? Classified isn't going to bounce back, a number of experts think it will continue to fall. National advertising isn't going to grow, and the retail base is shrinking.
Online isn't a savior for newspapers. I don't know what's left.
I wouldn't plan on spending that phantom revenue quite yet. Borrell has not be accurate in past tea leaf readings and I doubt they are accurate now.
ReplyDeleteAlso, a modest increase from historic lows normally wouldn't be a shock, but, where oh where will it come from? Classified isn't going to bounce back, a number of experts think it will continue to fall. National advertising isn't going to grow, and the retail base is shrinking.
Online isn't a savior for newspapers. I don't know what's left.