By: Jennifer Saba Has the newspaper ad-revenue slump hit bottom? According to new projections from Borrell Associates, that seems to the case.
The company estimates the industry will bounce back in 2010, with newspaper ad revenue growing 2.4%. By 2014, Borrell anticipates advertising revenue will increase 8.7% to more than $39 billion over 2009 results.
"A long way from extinction," Colby Atwood, president of Borrell Associates, wrote in a research note, "and good enough to increase newspapers' share of total ad revenue ... from 14.4% to 15.9%."
The way down took a lot from the industry, however. The report notes that newspaper advertising revenue is on track to a 33% plunge over the past 9 years, from $53.4 billion in 2001 to $35.9 billion in 2009.
The industry is poised to re-emerge as a niche medium "playing to a greatly distilled audience of higher-educated, higher-income readers," assured Atwood.
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