ONLINE REVENUE ONLY BRIGHT STAR IN A GLOOMY NIGHT, SAYS SURVEY OF US AND CANADIAN NEWSPAPER EXECS
December 19th 2007 01:30
Toronto-based Kubas Consultants has released its annual preview of ad revenue expectations and strategies among US and Canadian newspaper execs and managers.
The study, conducted in late November, surveyed over 500 daily newspaper execs and managers about ad revenues and strategic initiatives for 2008.
Canada accounted for 85 of the 508 respondents, while the US accounted for 423.
Media in Canada reports that Canadian newspapers were noted for being much more optimistic about prospects for 2008, as well as less likely to reduce staff or format or start a new free daily or weekly publication next year.
But as a whole, Canadian and US execs and managers projected decreases in five out of eight ad revenue categories. Online revenue, preprints and direct mail were seen as the most promising growth areas, while industry leaders saw a negative future in classifieds, real estate and national advertising.
Compared to 2007, newspaper execs and managers' outlook for 2008 is "subdued, to say the least," states the study.
"Canadian newspapers, however, may be the exception, due to their distinctly optimistic outlook on ad revenues. The economy may be better north of the border, but not that much better."
Online is "clearly at the top of everybody's list," states the study, which also calls online the "one bright star in what is otherwise a gloomy night."
- From MediaBlab
The study, conducted in late November, surveyed over 500 daily newspaper execs and managers about ad revenues and strategic initiatives for 2008.
Canada accounted for 85 of the 508 respondents, while the US accounted for 423.
Media in Canada reports that Canadian newspapers were noted for being much more optimistic about prospects for 2008, as well as less likely to reduce staff or format or start a new free daily or weekly publication next year.
Compared to 2007, newspaper execs and managers' outlook for 2008 is "subdued, to say the least," states the study.
"Canadian newspapers, however, may be the exception, due to their distinctly optimistic outlook on ad revenues. The economy may be better north of the border, but not that much better."
Online is "clearly at the top of everybody's list," states the study, which also calls online the "one bright star in what is otherwise a gloomy night."
- From MediaBlab
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