Media Ad Revenues to Grow 3% as Print Declines and Digital Grows
US media industry advertising revenues will grow by 3.1% during 2011, excluding the impact of political and Olympic advertising, according to new estimates from MagnaGlobal.
The company’s analysis indicates reported totals are held back by deep structural weakness in printed media, which weakens with every passing quarter. MagnaGlobal predicts newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011. By contrast, digital and broadcast media continue to grow rapidly, as does the outdoor business. MagnaGlobal estimates digital, TV, radio and outdoor collectively will grow by 6.9% during 2011.