Borrell Report Details Legacy Media’s Struggles in the Digital World

By: Tom Grubisich | Street Fight

In a new report “The Future of Legacy Media” (free executive summary here), research and consulting firm Borrell Associates has both good and bad news for old media (newspapers, TV, radio, magazines) in the local space where the competition is increasingly against new media (commercial sites and news pure plays).

The good news is that “three-fourths of all advertising dollars this year will go to analog media – despite a decade of maligning by digiterati.” The bad news is that by 2018, pure plays “will sap all their growth.” In this Q & A, CEO Gordon Borrell explains the upside-down numbers of the report, which will be featured at the company’s upcoming Local Online Advertising Conference in New York.

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