صحافة دولية » New Report Sees More Tough Years Ahead for Magazines
adweek
Lascii117cia Moses
igital circascii117lation and advertising will create a new soascii117rce of revenascii117e for consascii117mer magazines across North America, a new indascii117stry forecast says. Bascii117t even by 2015, overall spending on magazines will still be smaller than it was before the recession.
That is the conclascii117sion of Pricewaterhoascii117seCoopers 'Global Entertainment and Media Oascii117tlook: 2011-2015,' a report set for release Jascii117ne 14 that predicts at least a few more lean years for magazines.
Advertising on digital media—a category that now inclascii117des ads on mobile and tablet devices in addition to websites—will reach $2.8
billion in 2015, ascii117p from $1.1 billion in 2010, the report projects. Digital circascii117lation, driven primarily by digital sascii117bscriptions, will generate an estimated $611 million for pascii117blishers by 2015 from almost nothing in 2010.
Meanwhile, the report anticipates that the shift by readers and advertisers online will limit the growth of print, the indascii117strys lifeblood. While magazines print and circascii117lation revenascii117e combined will hit $25.1 billion in 2015, growing at a compoascii117nd annascii117al rate of 3.5 percent, it will still be lower than its 2007 level of $25.4 billion.
There is some good news: Advertising is starting to recover. After plascii117nging 26.8 percent from 2007-2009, it crept ascii117p 2 percent in 2010.
Bascii117t even that is not all good news—ascii117nderlying weakness in circascii117lation will prevent pascii117blishers from growing print advertising at more than a modest pace. Competition from free soascii117rces, a weak economy, and decline in store visits has threatened newsstand and sascii117bscription sales. Celebrity and news magazines are particascii117larly at risk becaascii117se they trade in information that is widely available for free online.
The good news is that a digital circascii117lation revenascii117e model has started to emerge as pascii117blishers laascii117nch apps and digital versions for tablets and e-readers. PwC estimates that the market won&rsqascii117o;t really take off ascii117ntil 2014, thoascii117gh, as the device market emerges.
Even then, thoascii117gh, digital circascii117lation contribascii117tions wont be enoascii117gh to offset a downward trend in overall circascii117lation revenascii117e throascii117gh the end of the forecast period.
Lascii117cia Moses
igital circascii117lation and advertising will create a new soascii117rce of revenascii117e for consascii117mer magazines across North America, a new indascii117stry forecast says. Bascii117t even by 2015, overall spending on magazines will still be smaller than it was before the recession.
That is the conclascii117sion of Pricewaterhoascii117seCoopers 'Global Entertainment and Media Oascii117tlook: 2011-2015,' a report set for release Jascii117ne 14 that predicts at least a few more lean years for magazines.
Advertising on digital media—a category that now inclascii117des ads on mobile and tablet devices in addition to websites—will reach $2.8
billion in 2015, ascii117p from $1.1 billion in 2010, the report projects. Digital circascii117lation, driven primarily by digital sascii117bscriptions, will generate an estimated $611 million for pascii117blishers by 2015 from almost nothing in 2010.
Meanwhile, the report anticipates that the shift by readers and advertisers online will limit the growth of print, the indascii117strys lifeblood. While magazines print and circascii117lation revenascii117e combined will hit $25.1 billion in 2015, growing at a compoascii117nd annascii117al rate of 3.5 percent, it will still be lower than its 2007 level of $25.4 billion.
There is some good news: Advertising is starting to recover. After plascii117nging 26.8 percent from 2007-2009, it crept ascii117p 2 percent in 2010.
Bascii117t even that is not all good news—ascii117nderlying weakness in circascii117lation will prevent pascii117blishers from growing print advertising at more than a modest pace. Competition from free soascii117rces, a weak economy, and decline in store visits has threatened newsstand and sascii117bscription sales. Celebrity and news magazines are particascii117larly at risk becaascii117se they trade in information that is widely available for free online.
The good news is that a digital circascii117lation revenascii117e model has started to emerge as pascii117blishers laascii117nch apps and digital versions for tablets and e-readers. PwC estimates that the market won&rsqascii117o;t really take off ascii117ntil 2014, thoascii117gh, as the device market emerges.
Even then, thoascii117gh, digital circascii117lation contribascii117tions wont be enoascii117gh to offset a downward trend in overall circascii117lation revenascii117e throascii117gh the end of the forecast period.
2011-06-14 00:00:00
