Analysis: Media Forecast 2010 // FORECAST 2010: DIGITAL MEDIA

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


The tricky thing about any sort of forecast for 2010 is that even though the recession appears, at least on paper, to be near an end, this was no ordinary recession for the media business.

“It’s difficult to separate what’s cyclical and what’s structural,” says eMarketer CEO Geoff Ramsey. That’s undoubtedly true for media like newspapers and radio, which have felt the earth shake beneath them this year. But it’s also true for a still-maturing medium like digital.

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