US newspaper industry termed a "deep depressing dive"
“Increasingly sober.”
That’s how Merrill Lynch analysts describe the outlook for the US newspaper industry in a report entitled “Deep Depressive Dive” — a finding that hardly comes as a surprise, given the seemingly omnipresent anxiety surrounding the future of traditional print journalism.
Merrill Lynch is lowering its newspaper ad spending estimates for 2007 from 1.4 percent to 1.1 percent, MediaPost reported Monday. For 2006, it now predicts ad spending to rise just 1.2 percent, significantly less than its original 1.8 percent projection.
There are also problems with newspapers' online advertising, according to Merrill Lynch. The analysis? Newspapers are “being too aggressive with their online pricing as these new competitors are either not charging or charging lower prices as they seem more motivated to use the traffic being generated by the listings to offer other wraparound services.”
Source: MediaPost (through Google News)
0 TrackBacks
Listed below are links to blogs that reference this entry: US newspaper industry termed a "deep depressing dive".
TrackBack URL for this entry: http://www.editorsweblog.org/mt/mt-tb.cgi/4171
Leave a comment