after losing 21% of their print ad revenue last year, U.S. consumer magazines will see print ad revenue dip 7% this year, 3.5% next year and 1.1% in 2012 before increasing 0.6% in 2013

via MediaWorks.

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7 Comments

  1. Man… in this volatile market(s), that is pretty damn granular for a prediction.

    We will, of course, see how accurate it is, of course. And credibility for further predictions will follow how well the information sticks.

    Hit the mark, credible. Miss it… well, we’ll see.

  2. It sounds like they are extrapolating specific revenue targets from a generic economic recovery predictions. Color me skeptical. There is too much volatility in this market segment right now to apply generic projections.

  3. For anyone who places any credence whatsoever in these predictions, I’ve got a bridge to sell you. No one knows what’s going to happen, much less some fractional increase. I’d like to see what this company predicted three years ago what ad sales would be like today. Probably not even in the same universe…

  4. Forecasting based upon past observations is an inexact endeavor. Comments from the giants of advertising, Publicis, IPG, Omnicom, and WPP, do not really match what PriceWaterhouse Coopers is suggesting. One positive from all this is that printed magazines are still very effective advertising choices for companies. As economies grow, advertising growth will follow, and hopefully the rates will follow.

  5. Ran across a great article on newspapers and print revenues, somewhat related to the same issues facing magazines:

    http://www.guardian.co.uk/media/2010/jun/17/newspaper-circulation-oecd-report

    A glance through that OECD report shows some disturbing trends emerging. Probably more ominous is that on-line ad revenues are a very small fraction of income, which does not look well going forward:

    http://www.oecd.org/document/48/0,3343,en_2649_33703_45449136_1_1_1_1,00.html

  6. Virginia Living magazine just posted a great July/August issue. Ad sales and revenue are up for the first time in two years. Our subscription base has stayed strong and local sentiment has been encouraging. Many thanks to the great Virginia photographers who have stuck with us and worked with our lean budgets in this challenging economy. http://www.virginialiving.com


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