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

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


Print publishers are bracing themselves for another tough year in 2010.
Advertising won’t decline as much as it did in 2009, when the luxury category, the lifeblood of many titles, cut back sharply, and for many large advertisers, magazines became a noncore buy.

But the medium will continue to contract as advertisers shift their budgets from traditional to more measurable, digital media. U.S. magazines’ share of the ad pie will slip to 11 percent in 2010 from 11.8 percent the year before as magazines’ projected ad growth, at negative 6.2 percent, trails total U.S. media growth of 0.2 percent, according to Magna Global’s December forecast.

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